The Second International Conference on Sustainable Tourism was held in Riccione, Italy on 27-29 November 2008. It was held 8 years after the first conference in Rimini when Rimini Charter was adopted. The conference venue was a Conference Centre in Riccione, and it was attended by more than 300 participants. The conference was, above all, a show of a long term commitment that the Province of Rimini, one of the biggest tourist areas of Italy, is exhibiting towards improving its image from a mass tourist to a sustainable tourist destination. The major theme of the conference was to present achievements towards better sustainability of the tourist destinations bringing them an increased competitivity in a market that is becoming ever more tighter. One of the themes of the conference was the territorial planning, with a special emphasis on Integrated Coastal Zone Management. Mr. Ivica Trumbic, Director of PAP/RAC, had a presentation on the ICZM achievements in the Mediterranean and the importance of ICZM for sustainable tourism development. The newly adopted ICZM Protocol was presented to a large number of the conference participants.