The beginning of the 21st century saw the rise in the awareness of the significance of corporate social responsibility, as well as of the necessity of introducing new management practices. Responsibility and trust in business relations are deemed a prerequisite, however it is worth noting that building them, considering the fact that companies operate in an extremely dynamic environment, may be rather challenging. Integrating corporate social responsibility into a company's business model means embracing responsibility as one's business practice voluntarily, i.e. committing to it solely for the sake of furthering company’s long-term interests and not out of legal obligation to do so. Sustainable tourism may be defined as a type of tourism that fully takes into account current and future economic, social and environmental effects, as well as caters to the needs and requirements of visitors, the environment, a particular destination and the sector itself. Tourism per se, due to the position it takes in relation to the environment, business environment and local community, makes a shining example of the implementation of corporate social responsibility.