The concept of sustainable tourism development is becoming an increasingly important factor in people's lives. It is the main driver of important changes in human behaviour towards nature, which also refers to changes in human activities in tourism. Due to its impact on changes in people's lifestyles, the concept of sustainable tourism affects the competitive advantage of destinations and is the driver of new trends on the supply side and on the demand side in tourism. The main actors in the application of the concept of sustainable tourism in the destination are the stakeholders of destination management, and destination management companies play a major role among them. Destination management companies design and create products that follow the trends in tourism, products that are composed of different services that meet the goals of sustainable development and products that are created to meet the different habits and needs of tourists. As stakeholders in destination management, destination management companies aim to preserve tourist destinations and their tourist resources so that they can be visited by future generations, but also to preserve the local community from the harmful effects of tourism. Therefore, the goal of the destination management company is to reduce the negative consequences that tourism has on society and the environment, and to increase the positive consequences of tourism so that local communities can properly develop and grow. By creating sustainable products, primarily tourist package-arrangements with high added value, destination management companies influence a change in the behaviour of their users, the behaviour of their partners and ultimately the behaviour of their employees.