The ethics approach in our society seems to be the consequence of the economic and technological but also social and cultural development. One of this world’s characters is the permanently change, including in this tendency the tourism sector, beside the new information’s and communication’s technology. Thinking about ethics in tourism, in connection with communication process, means to reflect more about our practices and their consequences.

Our paper try to show the complexity of this relationship (ethics – tourism – communication), taking into consideration the most important aspects in this field.

ethics, communication, tourism, cyber tourism, cultural diversity