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Having the tourism industry as the only development model for a country with its natural and cultural resources could not only destroy the social life but also the tourism industry itself. Although the equation ―more tourists=more tourism income‖ is so simple, it is not a sustainable approach for the development plans of the destinations. This process leads to overuse of natural and cultural attractions and places pressures on tourism earnings. Tourism paradox is the name of this concept. Tourism paradox is the name given to this phenomenon where tourism industry destroys natural and cultural environment that is necessary for tourism activities. The growth of tourism cannot be always considered as having a positive impact for destinations. The balance, which does not change and disturbs the social and economic relations at the destination is called ―tourism equinox‖. New projects and approaches to solve the problems caused by the growth of urban populations and establish healthy sustainable tourism destinations are becoming more important than ever. Tourism detox is a treatment that is intended to remove harmful substances from the destination. Detox is a radical decision and it is not an easy process. Therefore, spatial reorganization and urban regeneration play a crucial role for the marketing of destinations and this transformation action affects all infrastructure facilities, restorations of old buildings, reorganization of historical zones, and revitalizing the architectural style of the destinations. This paper investigates the influence of tourism paradox and equinox on destinations in relation to tourism activities and the protection of natural and cultural resources with the help of tourism detox. It primarily relies on qualitative research to understand the main futures of tourism paradox, equinox and detox taking the negative impacts of tourism into consideration. As research methodology a literature review and the sources of secondary data were used.

HE TREATMENT IS WITHIN THE DISEASE: TOURISM PARADOX, TOURISM EQUINOX AND TOURISM DETOX