Tourism in Istria and in the region of City Labin is accelerating in the early sixties of this century, when Rabac because of its natural beauties gets its bearish name 'Pearl of Kvarner'. It is a small tourist town south of Rabac, located above the bay of the same name, declared a protected green recreational belt. As the Prklog bay is still a tourism insufficiently valued area, this work presents suggestions for the sustainable development of tourism destination Prklog. This work presents three scenarios of tourism valorisation of destionation Prklog through health, sport-recreational and rural tourism. As well, different accommodation facilities, nutrition and other facilities are suggested through this work depending on the direction of development of a tourist destination. Each of these forms has its own opportunities and threats to be taken into account when deciding to accept or reject a particular development scenario. Regardless of the form to be chosen, it is important to respect the principles of sustainable development and adhere to proposed savings and energy efficiency measures. Apart from the above, this work presents the current consideration of the development of the tourist destination of Prklog and the approach to socially responsible development through the implementation of the defined steps for sustainable development and sustainable construction. Economic profitability is very important in order to begin realization of projects and can not be seen separately from energy efficiency, environmental impact and local community. Realizing the economic goals of a tourist destination should not be a priority, and sustainable development of a tourist destination requires taking care on the ecological, climatic and social component.