This article aims to familiarize readers with the critical aspect of mass tourism rarely discussed in the public space in our country. The author also describes and analyzes alternative and responsible forms of tourism as the result of contestation of the commercial and neocolonial
dimension of mass tourism. It presents reflections on the question of whether the idea contained in non-commercial tourism is a new cultural paradigm or whether it is part of a pluralistic all-consuming consumer society. At the end of the article, the author presents suggestions regarding the reasons of a relatively low level of interest in responsible and alternative tourism in Polish society.
