In tourism industry we talk about sustainable development, but we evaluate profits and growth

Sa？etak Tourism is one of the biggest economic sectors, it has a significant impact on the environment. At the same time, the long-term development of tourism also greatly depends on the environment it affects. Experts are unanimous that it is necessary for the long-term existence and development of tourism that it becomes sustainable. Nevertheless, in tourism businesses, sustainable development strategies are not sufficiently present and put into practice. The author of the article presents the argument as a possible reason for this: the management of tourism enterprises as well as management of all the companies is focused on doing business successfully; and because the performance of management is assessed in terms of growth and security of its operations, and not in relation to the measures taken in the field of sustainable development, management gives priority to ensuring relatively short-term growth and security of operations