The final thesis deals with the topic related to the characteristics of marketing and marketing strategies for sustainable tourism development. Especially in sustainable tourism development, marketing is a multifarious business concept that shapes public perceptions, supports sustainable development values, and fosters stakeholder cooperation. Through theoretical research of the relevant scientific literature and the implementation of interviews, this thesis aims to explore and present the meaning and interrelationships of marketing, sustainable development, and tourism. It analyses the types and roles of marketing strategies that apply the principles and objectives of sustainable development to the tourism sector. The goal is to create a link between marketing strategies and sustainable tourism and to demonstrate that marketing is an essential component of sustainable tourism. The thesis is divided into two parts. The first theoretical part of the work introduces the ideas of tourism, sustainability, and sustainable tourism, as well as marketing in sustainable tourism, including its definition, role, and marketing mix model. The principles of marketing strategies for sustainable tourism are also outlined in further detail using the Island Rab as an example. The second part of the study focusses on empirical research through the application of interviews. Primary data was gathered by conducting a focus group with four respondents. The research sought to examine the meaning and interrelationships of marketing, sustainable development, and tourism, and the findings of a study on marketing strategies for sustainable tourism confirmed the importance of marketing strategies in the development of sustainability in the tourism sector, as well as providing insight into successful marketing strategies and elements. The previously stated is demonstrated in the research findings and discussed in the conclusion.