The New Tourism Lexicon

This policy brief challenges the tourism industry to move beyond ROI-based arguments and adopt values-based language that better connects with policymakers and the public. Drawing on political framing theory, it emphasizes how emotional and value-laden narratives resonate more than data alone. The piece offers specific guidance on word choice, such as promoting the use of ‘promotion’ over ‘marketing’ and illustrates how terminology shapes perception with real-world political examples.