Abstract: Sustainable marketing aims to build sustainable relationships with customers, the social environment and the natural environment. The term financial sustainability is one of the terms used in fiscal policies. There is no agreement on a specific definition of the term but it can generally be defined as the ability of an organization to generate sufficient financial resources to maintain the costs of its activities. The financial sustainability of the marketing activity helps to create a marketing budget that meets the objectives of the marketing plan, helps avoid unexpected costs and reducing the possibility of overspending. This study aims to study the relationship between limited financial resources and the concept of sustainable marketing and determine the level of the Egyptian Ministry of Tourism of Tourism’s adoption of the concept of sustainable marketing. The results of the study showed, there is a strong and statistically significant relationship between the limited financial resources allocated to marketing activity and the Ministry of Tourism’s adoption of the concept of sustainable marketing. There is also a strong and statistically significant relationship between the senior management’s attitudes towards sustainable marketing and the Ministry of Tourism’s adoption of the concept of sustainable marketing.