Consumer protection measures enhance destination competitiveness, helping to minimise tourist dissatisfaction through more transparent and efficient market operations, while creating and maintaining customer loyalty, and consumer confidence. However, the impact of consumer protection on destination competitiveness is limited by certain complexities that erode consumer confidence within tourism contexts. The paper identifies several additional complexities that can erode destination competitiveness. Various examples are offered of the exercise of consumer protection laws in tourism contexts. Issues for further research into the links between consumer protection legislation and destination competitiveness are discussed.