The paper explores the effective utilization of mass communication tools in marketing strategies is paramount. However, in light of increasing environmental concerns and social responsibility, the concept of sustainability has become central to modern business practices. This paper seeks to analyze the intersection between mass communication tools and sustainability criteria within the context of the tourism industry. Through a comprehensive literature review, this study identifies the most common mass communication tools employed in marketing within the tourism sector. Furthermore, it explores the evolving landscape of sustainability criteria and its integration into marketing communication strategies.