||The book provides a sociolinguistic treatment of tourism. It draws on both semiotic analyses of tourism and on the content of promotional material produced by the tourist industry. 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. Through the use of 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. As tourists, such people then contribute further to this language through the communication of their experiences. The book is divided into eight chapters. Following an introduction to the language of tourism in chapter one, the second chapter focuses on tourism as language, showing that there is a growing awareness among tourism researchers and academics of the sociolinguistic nature of tourism. Chapter three identifies the properties of the language of tourism, discussing the points of convergence and divergence between the language of tourism and other forms of communication. Chapter four provides an in-depth treatment of tourism as a language of social control. Chapter five outlines the principal manner in which such control is exercised in a context of apparent freedom. It places the tourist in the child role, showing that tourists need to learn the language of tourism. Chapter six examines the media of the language of tourism and the channels of communication employed, for example, brochures, travelogues, videos, and word-of-mouth. Chapter seven examines the verbal and visual techniques employed by the language of tourism. Finally, chapter eight looks at the different registers encountered, such as 'Greenspeak' for ecotourism, 'Ol'talk' for nostalgia tourism, 'Spasprech' for health tourism, and 'Gastrolingo' for food and drink.