This paper presents the concept of social responsibility in business, as well as its advantages and forms in which it appears in tourism. It explains the link between social responsibility, tourism and marketing and defines the term of socially responsible marketing in tourism. The paper presents the concept of socially responsible business, as well as the advantages and forms in which it appears in tourism. It explains the link between social responsibility, tourism and marketing, and defines the notion of socially responsible marketing in tourism. The possible ways of implementing socially responsible activities in marketing activities and the process of planning socially responsible marketing campaigns are analyzed. Market research is an indispensable factor in the socially responsible marketing campaign planning process, so the research conducted by TUI is analyzed to gather information about consumer attitudes and opinions regarding corporate responsibility and companies that implement it. Then the world's largest touroperator - TUI was analyzed as an example. The socially responsible concept of business of this company and the marketing it creates on that basis was analyzed. The research has shown that respondents have a better image of environmental and employee friendly companies, and that products of socially responsible manufacturers are prefered over the others. Analysis of this example showed that TUI is aware of new trends in demand and is an positive example of a company with highly developed socially responsible marketing.