The purpose of this paper was to establish whether the importance of responsible and sustainable tourism is recognised in Croatia, how it is valorised and whether concrete measures and actions are being taken to achieve long-term sustainability. Based on the conducted research, it is possible to establish the issue of managing sustainable tourism in the Republic of Croatia. Although many statistical analyses and indicators classify Croatia as one of the world's top popular tourist destinations, the research was intended to imply that the current management model of tourism in Croatia is unsustainable. Switzerland and Sweden were selected as examples of successful sustainable businesses, which put great effort into adapting to the changing tourism trends and upcoming dangers. Switzerland and Sweden are using their own natural, economic, and socio-cultural resources, but they are also valorising them, and, in exchange, providing protection and preservation of those resources. The results obtained from the research indicate that rich resources and high potential are not enough for a sustainable tourism model, but to achieve it, what is needed are concrete actions, plans and initiatives launched by the central and local authorities. As part of the conclusion, recommendations for practical application, related to the management of sustainable tourism in the Republic of Croatia, are defined.