Sustainable tourism development is becoming an increasingly important issue as the global tourism industry continues to evolve. Tourist guides play a crucial role in promoting sustainable tourism practices and preserving local cultures and natural resources. This article delves into the role of tourist guides in the development of sustainable tourism and examines the benefits of utilizing local guides in promoting local cultures and traditions, as well as the impact this has on the local economies of tourist destinations. The significance of tourist guides in promoting sustainable tourism is due to the fact that sustainable tourism itself is not always appealing to the average tourist. Professional guides can impart not just interesting information, but also present it in a memorable and engaging manner, inciting desired actions. That is why their role in this process is undeniable. This article discusses practical ways in which tourist guides can implement this in the most effective way. After all, they have a unique opportunity to educate and engage tourists in the practice of sustainable tourism and encourage them to behave responsibly while traveling in various ways described in this article.