This article gives important functions of modern tourism. Tourism is a means of conveying information and facilitating communication. The importance of the communicative function is so great that a number of researchers consider tourism primarily as an act of intercultural communication. Indeed, the semantic layer of the cultural space of another culture serves as a source of information and initial communication in the process of travel at the level of individuals, societies, cultures. In addition, tourism is becoming a means of preserving and conveying traditions and cultural habits through social connections. The main aim of tourism discourse is to meet the classical requirements of advertising, to capture attention, maintain interest, create desire, and finally get action. In order to fulfill these functions, specific advertising techniques are being used to shape consumer behavior.