Tourism is one of the economic sectors in which interest has been raised to frame it within the context of sustainable development. Nonetheless, there is a lack of a solid framework for sustainable tourism practices and how these practices can be implemented. This paper introduces demarketing as a policy option and management tool, in order to realize a tourist growth. First conied by Kotler and Levy in the early 1970s, demarketing has been applied successfully in the health sector as a means for reducing inappropriate health care consumption. However, the strategy itself can be taken beyond health and marketing and applied to tourist management and planning. Specifically it examines the role of demarketing as a means to limit the mass tourism and reduce overall visitors numbers. Keywords: Demarketing , sostenibilità, territorio, turismo, massa.