Tourism is a dynamically developing branch of the economy, but its indiscriminate development can create a volume of tourist flows above the capacity of the destination, which will subsequently lead to environmental, social, economic and other problems. To solve this problem, a concept of responsible tourism was developed based on the reasonable use of natural resources, ensuring the sustainable development of the tourism industry in the long term and supporting socially weak sectors of society in countries where tourism is extremely productive. The concept of responsible tourism encompasses other concepts and types of tourism, among which there is a new perspective direction – photo tourism, which has a low level of impact on the environment and host communities. The article introduces the concept of phototourism, examines its specific features from the point of view of planning and organization, as well as the potential for its development and positive influence on the sphere of tourism.