This paper presents the application of the principles of sustainable tourism development in the city of Rovinj, highlighting the key measures and strategies that the city uses to ensure the long-term sustainability of its tourism sector. It highlights the fundamental strategies that Rovinj uses to ensure the long-term sustainability of its tourism destination, all while preserving its natural resources and cultural heritage. The city has implemented a number of projects, including the development of green infrastructure, the promotion of environmentally friendly accommodation and the support of the local community. A significant challenge that Rovinj faces is the seasonality of tourism, which is mainly concentrated in the summer months. In order to solve this, the city is working on diversifying its tourist offer and extending the tourist season. Initiatives such as the certification of environmentally friendly accommodation and the promotion of sustainable mobility are key to mitigating the negative impacts of tourism on the environment. Rovinj puts significant emphasis on increasing tourist services by investing in the education and motivation of its tourist workforce. In addition, the city undertakes extensive promotional activities aimed at the European market. The overarching goal is to establish Rovinj as a premium, luxury destination that remains attractive to visitors throughout the year. This is achieved while preserving the unique authenticity and cultural identity of the city. These comprehensive efforts are directed towards developing a model of sustainable tourism that not only brings economic benefits to the local population, but also seeks to mitigate the negative environmental impacts associated with tourism