The Israeli human rights organization B'Tselem has classified Israel as an ‘apartheid regime’ for the first time in its history of documenting human rights violations in occupied Palestine, the West Bank, East Jerusalem, and the Gaza Strip. The primary goal of this conceptual paper is to investigate Israel's exploitation of Palestinian tourism and international complicity by focusing on critical examples of international companies and businesses that contribute to the business of Israeli colonisation by confusing tourists and exploiting a lack of knowledge. The study finds that Israel abides by the concept of apartheid in international law, which involves inhumane acts carried out by one racial group to create and retain dominance over any other racial group of people and systematically oppress them.