The quality of a society and tourism can be evaluated and measured via a number of quality criteria or dimensions. Two of these criteria are ethics and morality. In order to achieve quality in life and work, one has to meet certain ethical standards. Ethics and social responsibility of Croatian society are not in line with European Union standards. The process of joining the European Union can be accelerated only by fast acceptance of new standards that will improve the quality of work and life in general. To restore trust in business, ethical leadership is more necessary than ever before in Croatia which is proved in this paper.