Consumerism is associated with the commercialization process in tourism. Commercialization is the process of associating economic or exchange values to things and their transformation into commodities on the market. Post-tourism is dominated by consumers who do not have too much time at their disposal and are, therefore, eager to indulge in as many activities as they can while they are staying in the destination in order to maximize their leisure experiences. In postmodernist society, consumerism has a significant place. It is a generalized phenomenon and it is often discussed in a wider context that includes questions about the potential affirmation of consumerism, consumer habits, and the search for how consumer practices represent consumer identities as well as how they use consumerism in expressing their own personality or just the appearance of the same. Today, there is a small number of areas, regions, and destinations worldwide that have not turned into tourist spending areas. Tourism has become an integral part of consumerism aimed at the production and satisfaction of desire. Hence, the society of today can be described as materialistic, commodified, hedonistic and narcissistic, as a culture based on the money one is interested to have and not be. A touristic product helps us to express ourselves, to be what we think we are, or what we just want to become. It is mandatory to commercialize all experiences in every place, at any time and at any age, and to diversify the offer by adapting to tourists as users of touristic products and services. Tourism is viewed as a product and a tourist as a consumer who chooses it. Life in today's society has led to the possibility of determining the price for almost everything that can be produced or consumed. In the context of tourism, this more specifically refers to the commercialization of human wishes and needs, where the main role is being played by tour operators, agencies and destinations that are trying to pack and sell on the market anything that tourists might find interesting. There is a change in the structure of demand for products and services. Doing instead of seeing becomes the most important travel motive, where the most important are the emotions brought to the tourist by the experience. Tourists should be able to familiarize themselves with the destination through the eyes of local residents and find experiences that are not drawn on tourist maps. It is necessary to 68 provide them with the conditions to relax and to bring home, in addition to souvenirs, positive emotions, and experiences that will be not forgotten.