Tourism is recognized as one of the biggest & fastest growing industry regarded for its highly contributing role in the global as well as national economy. Beside the economic importance of tourism it also has an impact & contribution on society, culture & natural environment. This contribution of tourism to the economic, socio-cultural & natural environment may be viewed in two ways both positive as well as negative. In order to achieve  or maximize the positive contribution of tourism while at the same time minimizing its negative impact or in other way maximization of benefit of tourism while minimization of its cost towards the economy, society & its culture and natural environment  is a big challenge faced by global tourism industry. This article tries to put light on the importance of sustainable tourism development as well as focus on those aspects understanding the challenges in a better way which affect it & will try to focus on measures which could better be exposed as a shield before those challenges.