Tourism as a mass phenomenon of movement of people and change of permanent residence motivated by rest and recreation as the main motive, but also under the influence and interaction of other motives and factors in the digital environment acquires a number of new features. On the one hand, tourists as buyers and consumers get a powerful tool in making decisions about buying integrated tourist products (choosing a wider and narrower tourist destination and a specific catering facility) and numerous partial tourist products and services. The availability of information in the current digital environment is a good basis for rational decision-making and on the one hand speeds up the decision-making process (seeking information, evaluating alternatives and the decision itself), while delaying communication due to speed of communication and interaction with tourism entities. At the same time, tourists have a number of other information that is in the function of their safety and protection when arriving and staying in a tourist destination. Economic operators, on the other hand, have at their disposal a number of new ways to reduce difficulties due to spatial distance with the potential market, primarily in terms of interactive communication and transaction negotiation. The consumer is at the center of the business world in today’s economy and especially in tourism. The quantity and quality of goods and services are processed according to the needs of consumers. The existence and advancement of any business entity depends on consumer satisfaction. Despite the fact that the importance of consumers is widely recognized, they are sometimes deprived of their rights and privileges and subjected to various exploits. For example, exploitation in the form of less weight and measure, poor product quality, supply of counterfeit goods, delivery of goods not ordered, etc. But not only that, but also suspicious and false advertisements by manufacturers to attract consumers. Due to the latter, consumer protection plays a significant role in modern society. Consumer protection means protecting consumers from being exploited by unfair trade practices of producers / sellers. In fact, providing adequate protection of the fundamental rights and interests of consumers, freeing them from exploitation and creating consumer awareness of their rights. Tourism has a number of features that make consumer protection mechanisms more important than in other industries, but at the same time make such mechanisms less effective. For example, due to the size of the tourism market and under the pressure of the impossibility of storing a tourism product, marketing experts are constantly finding new ways to influence the behavior of many segments of the tourism market. These methods can be socially unacceptable (for example, misleading advertising, aggressive sales methods, etc.), and service providers can abuse the inability to check and test the service before buying and the position of a stronger party to impose unfavorable contract terms (for example, exclusion or limitation of liability). in adhesion contracts). These features relate to the different instabilities inherent in tourism: different environments in tourist destinations, the dynamics of the tourism industry, increased product complexity, distorted information, changes in consumer values and expectations, and the impact of technological change. The nature of tourism as a predominantly service industry makes it particularly vulnerable to many and different types of external shocks affecting demand and supply. The global tourism industry regularly experiences crises such as terrorist attacks, political instability, economic recessions, threats to biosecurity, pandemics, environmental changes, and natural disasters (Ritchie, 2004). These changes in management are called by the theorists a “remote environment” (Dwyer, Edwards, Mistilis, Scott, Roman, 2009) that disrupt tourism behavior as well as the supply chain and distribution of operators, with detrimental consequences for all tourism stakeholders. Furthermore, the tourist offer includes numerous service providers from various industries with which the tourist is often not in a direct contractual relationship, but uses their services on the basis of a contract with an intermediary, usually a tour operator or travel agency. In addition, tourist trips are very often of an international character, which means that the tourist does not know the country, law or customs of the country of the service provider in which he is temporarily staying. Consumer rights laws have been developed in many countries. Promoting consumer rights, prosperity and well-being are fundamental values of the European Union, which is also reflected in its laws (European Union, 2007). It is in the interest of tourism stakeholders globally that consumer protection legislation is effective in increasing tourists ’confidence in creating a transaction within their destination given its potential and in increasing the destination’s competitiveness (Dwyer and Kim 2003; Greenwood and Dwyer, 2013). However, although consumer protection legislation in any destination refers to tourism as a consumer activity, additional attention should be paid to its importance in the context of tourism in a broader sense. The World Tourism Organization (UNWTO) has reaffirmed the essential need for an effective, consistent, fair and reasonable framework for the protection of tourism consumers (UNWTO, 2013). The proposal is to develop a global legal framework for the protection of tourists. The proposal is based on the principle of leadership responsibility for stakeholders, the UNWTO Global Code of Ethics for Tourism (UNWTO, 2001). While the moral weight of the Code can be significant, as a voluntary, non-binding instrument with no legal consequences, governments are free to decide whether to incorporate their provisions into national law. The market for travel and cruise services includes various markets, each of which differs in its structure, dynamics and market players. Passenger services are delivered to the consumer through a complex multinational distribution system that includes many different companies in different sectors, which can be established in the country or abroad. Consumers in all countries are increasingly mediating directly with suppliers abroad - especially via the Internet. Such movements create new and sometimes complex topics for the protection of domestic consumers. The importance of tourism that distinguishes it from many other forms of consumption is the level and scope of pre-support required by suppliers. This imposes additional risks of financial loss to tourists, compared to many other types of consumption. This is especially the case when foreign transactions are involved. Greater internationalization of supply complicates the assignment of liability to service providers for losses incurred by passengers. As mentioned, destination managers should explore consumer protection mechanisms that improve the reputation for honesty in doing business with foreign consumers.