What is the role of communication in tourism?

Tourism is an industry that sells intangible experiences. Communication is vital to the success of tourism businesses since it is only through the effective use of communication that tourism marketers can offer to customers tangible cues about those intangible experiences. Also, while communication is an essential component in the conduct of any service business, it has got an overarching role in tourism. Tourists are individuals who want to escape from the routines of the mundane world. They want to experience 'the other' aspect of their selves not allowed to be expressed in the ordinary life settings. Such a conceptualization of the tourism phenomenon gives us clues about the type of communication that will be appreciated by tourists.