Challenges that the Croatian enterprises in tourism are undoubtedly faced with primarily arise from the fact that the existence of all firms, including those in tourism, must find its foundation, among other things, also in building up and keeping of their competitive advantage. It is obvious that the enterprises in the tourist industry of Croatia must also join the process of creating of their sustainable competitive advantage as a specific guarantee of their business future. It is our belief that sustainable competitive advantage in Croatian tourism can be achieved by developing green tourism,