Search

The article addresses the relationship between tourism, geography, and images, seeking to recognize how images mediate place tourist experience. To do this, the paper analyzes the official tourism promotion of Salta (Argentina) considering the main ideas about the destination created by local government. This is done by examining graphic material (booklets, books, magazines, brochures, posters, maps, etc.) edited and distributed by provincial government since 2007 to 2019. The analysis of graphic devices produced by provincial government shows that there are two main ideas about Salta as a tourist place. One of them portraits Salta as an unvisited place that is ideal for initial exploration. The other idea depicts it as a place where tourists can get access to an unaltered and rich cultural heritage. The text concludes by pointing out that official promotion strategy renews tourists' interest for the exotic, the different, and the remote, while allowing the multiplication of business options in a context where diversity is necessary to increase consumption. [ABSTRACT FROM AUTHOR]