Tourism in its massive form has been a phenomenon of the last 40 years. The positive contribution of tourism to the development of national and local economies and its impact on society is indisputable. However, in recent years, opinions on its negative impacts have begun to appear that are related mainly to the uncontrolled development of massive tourism. Negative impacts are evident especially in the area of environmental damage in the level that in some destinations the negative attitudes of local residents against tourists themselves are beginning to appear, and the management of tourist destinations is looking for ways to take more into account the issue of sustainable tourism development in their strategic development plans, especially after the covid pandemic. The aim of this article is to identify the limits of the transformation of mass tourism to sustainable tourism in Czech Republic from the perspective of entrepreneurs in this sector in the Czech Republic with the short review of attitudes toward sustainable tourims of czech customers. To achieve the set goal, qualitative research methods will be used in the form of focus group, analysis of secondary data and field research. The obtained data will be used to identify the basic limits of mentioned transformation.