This paper presents the features of sustainable tourism in the world as well as sustainable trends that are becoming a cultural shift in the world. The state of sustainable tourism development in Croatia is analysed together with examples of good practice and basic resources for development. The stakeholders of the Island of Brač are determined and the ways in which they manage tourism socially responsibly. The aim of this paper is to determine the possibility of achieving sustainable tourismdevelopment of the island of Brač with a focus on the development of sustainable tourism products and destination management The results of the research showed that majority of respondents consider sustainability to be of medium importance and that the island of Brač has room for improvement. The island of Brač is recognizable for its „sun and sea“, while its natural, cultural, material and intangible resources allow it to be more sustainable, high quality and more recognizable for its heritage. With the presented progress and good practice of the Republic of Croatia in terms of sustainable tourism, the island of Brač already has a sustainable tourist offer that it shows during its season. Each of the local self – government units has development strategies that point to increasing the quality of resources and their sustainability.