Society becomes aware of how sustainable development is important. It is important for tourism as well as for the entire community. Its benefit manifests itself in the care of the environment, the economy and the society, so that the harder the natural resources are spent. This trend is increasingly popular in tourism and all stakeholders have become aware of this change. Tour operators are carrying international tourist offers. This paper deals with the issue of sustainable development and its implementation in the operations of a tour operator. Survival in the tourist market without the introduction of a certain degree of quality in business is not possible today. In the future, the criteria will only be tightened. So, only those tour operators who have been implementing sustainable development today will not survive, of course, not just about sustainable development but also about a certain degree of business quality. Tour operators are severely deciding on the implementation of sustainable development in their own business due to low profit margins, competitiveness and high price elasticity of tourism products. Indeed, as in all things, some stakeholders are involved in everything and in some unnecessary projects, while some think it is unnecessary. It needs to be carefully evaluated and implemented in everything that raises the quality because quality today is the future of good business. An example of good practice can be studied in this paper and see how the largest European tourism company TUI operates. It examples of innovations and investment in quality are mentioned. Its relationship to sustainable development is clearly visible. TUI's sustainability strategy is implemented and the business process quality is presented at the end. Finally, the author's critical review of his own research shows that the implementation of quality and sustainable development soon will become a necessity for survival.