This master thesis analysed and briefly explored a concept of sustainable development of touristic destination. Concept of sustainable development puts a focus on qualitative growth contrary to quantitative growth. Success of touristic destination is mainly based on organisation, implementation and control of marketing activities based on sustainability concepts and their focus towards most important roles which are: local community, tourists, tourist offerers, public sector and other ( Chamber of Economy, various groups etc...). In order to develop a sustainable tourism, touristic destination needs to target their market towarsd sustainability. Tourists are meant to „feel“ the destination and be well informed about the rules of behaviour before reaching their destination. Research brought conclusion that guests are willing to pay higher prices if offered services are equivalent according to their function as well as ecological. Sustainable tourism is meant to keep a high degree of tourist´s satisfaction in order to ensure a valuable experience towards them, whilst raising awareness about sustainability and promoting its practice in tourism sphere. Guideline and practice of managing sustainable development of tourism can be applied on all kinds of tourism, in all destination. Such could include a mass tourism as well as various touristic niches. It is necessary to organise life such that economy and technology wouldn´t disturb nature´s ability of self-maintenance, but instead helping it and as such, being the main key of sustainable development. Sustainable development is based on three main principles: Principle of environmental sustainability, the principle of social and cultural sustainability and the principle of economic sustainability. There is a positive outcome visible in form of applying sustainable development all around the world and „awakening“ of ecological awareness in between worlds population. It is necessary to focus on future generations and their needs as well as all benefits given by the planet Earth.