The main theme of this thesis is the planning of sustainable tourism development on the example of Dubrovnik - Neretva County. Planning is a useful tool for defining the direction of development but also ensuring the sustainability of development. Responsible and sustainable management is a precondition for further development of tourism. In this respect, sustainability includes environmental, economic and social development, which implies more efficient use of resources. Sustainable development is a development that meets the needs of the present generations so that it does not endanger the ability of future generations to meet their needs. Tourism is the main economic branch and the driver of investment and development of the entire Dubrovnik-Neretva County. That is why Dubrovnik-Neretva County has been analyzed from the perspective of sustainable development planning. Dubrovnik - Neretva County is exceptionally rich in inherited natural and cultural - historical resources, which are the basis of tourist offer, but also at the same time sensitive in terms of excessive exploitation and valorization in tourism. The work describes precisely the specific characteristics of the County, which is one of the most successful tourist areas in the country, and analyzes the strategic planning documents of tourism development at the national, regional and local level. By exploring the attitudes of the citizens of Dubrovnik-Neretva County on the current state of tourism and the quality of managing its development, the perception of the local population is examined and the areas in which "lies" the greatest potential for the future development of tourism in the county are identified. The conducted research has shown poor knowledge of the respondents about the existing strategic and planning documents in the county, the perception of the population on the approach to tourism development that is not planable and sustainable, but also the vision of tourism which implies sustainable and alternative tourism as a potential for further development.