Tourism is a dynamic and competitive industry that requires the ability to constantly adapt to the changing needs and wishes of customers in the uncertain financial global environment posing the problem of attracting tourists. The aim of the paper is to research the involvement of neuroscience through cultural neuroscience, mirror neurons, neuroethics as a new approach to different aspects of tourism. We present the most important research in the field of tourism through existing literature, discuss the limitations of this approach and propose guidelines for future research. In a theoretical approach, given the specific tourist experiences, mirror neurons can contribute to explaining some important aspects of tourism. Investigations lead to a neurological context, where many modes are associated, the language utilizes a multimodal sensory motor system that includes the brain area (concept of empathy, characterization of the traditional anthropological relationship between the host and host of the Istrian region).Research on cultural neuroscience examines how cultural and genetic diversity shape the human mind, brain, and behavior in multiple time scales: state, ontogenesis, and phylogeny.We particularly emphasize the importance of medical tourism by including empirical research from different disciplines and ethical issues involving individual and population perspectives
