This article analyzes tourist discourse, one of the current areas of focus

in modern linguistics, using a linguopragmatic approach. The main goal of

the research is to determine the interrelationship between lexical devices,

communicative strategies, and pragmatic functions used in tourist texts. The

article highlights the genre features of tourist discourse, lexical layers, and

the functional role of evaluative, terminological, metaphorical, and

figurative units in influencing the addressee. It also analyzes the pragmatic

significance of idealization, exoticization, and nationalization strategies in

tourist communication. In the context of digital technology development,

the multimodal and interactive features of tourist discourse and new

communicative models emerging on virtual platforms are examined

separately. The research results demonstrate that lexical choices in tourist

discourse are subject to communicative intentions and pragmatic goals, and

have theoretical and practical significance for analyzing, translating, and

creating texts intended for the tourism industry. Various levels of

specialized vocabulary are used in tourist discourse. Along with

professional terms (transfer, check-in, voucher, all-inclusive, overbooking,

charter), commonly used words are also actively employed. Issues related

to this lexical stratification are discussed in connection with the multi-

layered nature of discourse.