This paper addresses the issue of the impact of hotel companies and the tourism sector in promoting sustainable tourism through responsible resource management and the reduction of greenhouse gas emissions. The paper is structured around an overview of the establishment of standards globally and in Croatia, with a particular focus on the Amadria Park Solaris group. Special attention is given to analyzing the measures that companies can take to reduce their negative environmental impact, such as optimizing energy consumption, using renewable resources, and reducing waste. The role of employees and management in the implementation of sustainable practices is also analyzed, emphasizing the importance of education and awareness regarding environmental protection. Additionally, it is important to highlight that, apart from employees, guests themselves also play a significant role in preservation efforts, and it is crucial to raise their awareness of how their stay and actions can contribute to promoting sustainable tourism. The aim of this paper is to demonstrate how ESG principles can enhance sustainability and business responsibility, as well as enable companies to respond to the challenges posed by climate change. Both qualitative and quantitative research methods are used in this paper, ensuring a comprehensive analysis of the issue.