Tourism is travel for leisure, pleasure or business and is usually of limited duration. Tourism in most cases involves travel outside the country of residence, but it can also involve travel to other places in the country outside of residence in the country of origin. The sustainable development of tourism requires changes in perception, which are manifested in a different way of thinking and perception of the local population, which leads to the creation of a tourist destination brand. The needs of potential tourists are changing more and more clearly as the standard of living increases, tourists have more and more money at their disposal through the rational use of free time, and it is known that sun and weather are two basic conditions for inclusion in tourist flows, and the importance of sustainable development in tourism. The sustainable development of tourism creates conditions for the implementation of a destination brand that increases visitor demand, represents a complete and competitive tourist offer and is adapted to the local population. The sustainable development of tourism requires changes in perception, which are reflected in a different way of thinking and perception of the local population, which leads to the creation of a brand of a tourist destination. The main part of this thesis shows that the quality of prices and risk is a very important determinant of the sustainability of a tourist destination. Tourists are increasingly looking at how to use their free time as efficiently as possible, with lower costs in safe, risk-free destinations.