The topic of this thesis is socially responsible business with respect to tourist destinations. The aim of this work is to discuss socially responsible business, the areas of its application (i.e. the implementation of socially responsible behavior of tourist destinations) and to analyze the functioning of socially responsible tourism on the example of chosen examples of good practice. Socially responsible business is a contemporary business practice used by more and more companies and tourist destinations in Croatia as well as on a global level. A prerequisite for an efficient application of such practice is an ethical communication of all stakeholders, where marketing plays a crucial role as a communication channel that connects the mentioned stakeholders. There is a wide array of socially responsible business models implemented by tourist destinations, where every business model offers various benefits for all involved parties. Social responsibility entails the obligation of management to tackle all the challenges and take actions that might contribute to the benefit of tourist destination as well as the society in general. This thesis aims to analyze socially responsible business with respect to tourist destinations and to show its implications through selected examples. Furthermore, it will be shown that such a business model can be viable regardless of the obstacles in the social context. Ultimately, the analysis aims to inform the general public about such a business model.