The importance of an ecological approach to marketing or the so-called "Green" marketing can be attributed to several key factors, of which two very important stand out, namely the growth of green tourism demand globally and the need for sustainable development. In addition, the integration of this type of marketing into destination management corresponds to the requirements and goals set by the European Union and as such obliges Croatian destinations to turn their marketing to an ecological approach. Some of the most famous countries that are pioneers of this type of marketing and examples of good practice are Austria, Slovenia and the Netherlands, which with their marketing strategies position their destinations on the growing green market and promote them as ecological oases. Green marketing in Croatia is still in the initial development phase and varies from destination to destination. At the national level, the foundations for this type of marketing are laid by a document entitled "Green Tourism Development Action Plan" written by the Ministry of Tourism of the Republic of Croatia. Furthermore, the paper deals with the presentation of examples of good practice of the mentioned member states in this field of marketing and the possibilities of application in Croatian destinations