Socially responsible activities contribute to a better and more quality life in the community. This is possible through the cooperation of all related stakeholders. By implementing social responsibility, companies have the opportunity to achieve a competitive advantage in the market. However, there are certain criticisms and problems regarding social responsibility that are considered in the paper. The subject of the research is the role and importance of corporate social responsibility on the example of a company. The tourist company Valamar Riviera d.d. was selected. Tourism companies have faced a number of changes and challenges over the past two years thanks to the Covid-19 pandemic. Despite challenging times, Valamar Riviera d.d. continues to promote socially responsible business and thus wants to position itself in the market. The objectives of the research are to present the basic features of social responsibility, as well as the integration of social responsibility into marketing activities. Based on the conducted research, the conclusion is reached that Valamar Riviera joint-stock company operates socially responsibly, which can be concluded due to the various programs they implement and invest in. They take care of all stakeholders and include them in their activities and invest in risk management, which they confirmed by successfully responding to the challenges of the Covid-19 pandemic.