Overview

Languages convey messages, have a heuristic or semantic content, and operate through a conventional system of symbols snd codes. In this work, it is shown that tourism, in the act of promotion, as well as in the accounts of its practitioners and clients, has a discourse of its own. The language of tourism is, however, much more than just a metaphor. Through pictures, brochures and other media, the language of tourism attempts to seduce millions of people into becoming tourists and subsequently to control their attitudes and behaviour. Tourists, in turn, contribute further to this language through the communication of their experiences. This text draws on both semiotic analyses of tourism and on the content of promotional material produced by the tourism industry.

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