The paper deals with the direction of movement of tourism in Betina on island Murter. The basic aim is to discover if development of tourism and the transformation of the town under the influence of tourism is going in the direction of sustainability and can we talk about sustainable development of tourism. Since most of its tourist offer place offers just the tradition and customs and approaching them to tourists, we can talk about rural tourism. Furthermore, in addition to making a profit tourism can bring some negative consequences for a region or people. Striving to satisfy the desires and demands of tourists, and the desire of improving a tourist destination, the natural environment but also the resources necessary to further the survival of, the population and the tourism can be threaten. To prevent such a scenario it's necessary to stick to a model of sustainability. Its primary goal is, beside the satisfying of the current needs of a man, to allow future generations the resources. In order to arrive at the required information it's been conducted several interviews with local residents and persons employed in places that are in direct contact with tourism.