Tourism has made rapid progress since its inception and has become one of the world´s largest and most dynamic industries in the 21st century. The modern tourist market is characterized by are shuffling and advancement of technologies, giving rise to new generations of tourists and new tourism products and services. Environmental and cultural conservation, among health and safety, are considered key factors on which modern tourism is based. Sustainable tourism has emerged as a solution to the issue of excessive exploitation and depletion of non-renewable natural resources, aiming to establish a balanced relationship between the economic, social and environmental dimensions of tourism. In order to mitigate the negative impacts of tourism, particularly mass and overtourism, apart from the implementation of sustainable development principles, it is necessary to have high-quality and intensive cooperation between all stakeholders in tourism. The role of marketing is of great significance in the presentation, visibility and creation of a positive image for a tourist destination. For a tourist destination to remain competitive and retain its allure, it is necessary to listen to the desires and needs of tourists by keeping pace with emerging tourism trends and applying new knowledge relating to innovations, the use of various technologies, sustainable development, personalized travel and experiences. Spain´s and Austria´s tourism has exceptionally rich cultural and natural potentials, but they have followed different development paths, and therefore the latter tourism destinations are taken as examples for comparative analysis. In this paper, the student has emphasized the significance and positive effects of sustainable development on tourism while demonstrating the vital role of marketing in contributing to a positive image, visibility, and selection of tourist destinations.