Sustainable development as a significant process of change has enabled the emergence of alternative business models based on the integration of the importance of the economic, social and environmental dimensions. Today, more and more valued business is focused on sustainability and responsibility by society for the reason that there is the possibility of achieving economic benefits while improving the community and preserving the environment. Therefore, a large number of business entities implement the concept of social responsibility in their business practice, which enables the strengthening of competitive advantage and ensuring long-term survival and success. Every business start-up carries numerous risks and thus entering crisis situations due to potential internal and external influences caused by the removal of business units of the organization, management methods, microeconomic and macroeconomic trends, stakeholders, political engagement and natural disasters. As an adequate management system, crisis management appears as one of the most important business functions of the company. Crisis management also includes crisis communication activities that enable the formation of strategies for timely and adequate mitigation and at the same time the suppression of crisis conditions. The extraordinary COVID-19 pandemic caused numerous losses on the economic and social aspect, which encouraged additional engagement of social responsibility. The tourist company Valamar Riviera has adapted its business to the crisis situation and thus managed to preserve its functionality at the economic, social and environmental level. ODRAZ - “Sustainable Community Development” as one of the recognizable Croatian socially responsible organizations, with numerous losses, accepted the crisis situation as an ideal opportunity to create cooperation that will enable it to continue doing business in the long run.