Tourism is one of the most significant economic sectors in the main countries of the world. In recent years, technological innovations, and changes in tourist behaviour had an impact on the hospitality industry. At the same time, there has been a growing interest at a global level about the sustainability issue, given the increasingly evident negative effects of human activities on climate and environment, which impose the need for short-term actions. To be sustainable, tourism needs to benefit both local communities and tourists, promoting and at the same time protecting the natural and cultural values and resources, local food, history and cultural heritage. Green marketing practices allow the tourism sector to achieve sustainable goals with the dual effect of safeguarding the environment and being economically efficient. Green actions should be implemented and communicated, highlighting not only the company’s environmental concerns but also the financial benefits, to avoid greenwashing actions.