Background: The tourism industry faces persistent challenges related to data manipulation, fraud, counterfeit bookings, inflated reviews, and lack of trust in intermediaries. Blockchain technology offers a decentralized, tamper-proof framework capable of enhancing transparency, security, and reliability across tourism value chains.

Objective: This study examines how blockchain can improve transparency and trust in tourism, focusing on supply chain verification, smart contracts, digital identity management, and review authentication.

Methods: A mixed-methods approach was implemented, including 25 expert interviews, surveys (n = 310), and a comparative analysis of blockchain-based tourism pilots in Estonia, Dubai, and Thailand. The Technology–Organization–Environment (TOE) framework guided evaluation of adoption determinants.

Results: Blockchain improved booking transparency by 47%, reduced fraudulent transactions by 61%, and enhanced tourist trust levels by 34%. Smart contracts minimized intermediary dependency, while decentralized identity systems strengthened data security. However, barriers included high implementation costs, lack of skilled personnel, and regulatory gaps.

Conclusion: Blockchain is a promising tool for reforming tourism operations, enhancing consumer trust, and promoting transparent, sustainable tourism ecosystems. Wider adoption requires policy support, capacity building, and cross-industry collaboration.