The Words and Routes of Peace-Sensitive Tourism

In a world ravaged by conflict, the tourism sector’s alleged involvement in peacebuilding might seem to be trivial and almost cynical in exploiting mankind’s loftiest ideals. In response, this article highlights its constructive potential and explores discourses, practices and contexts where tourism strives to embody the myriad meanings of peace. To this end, three European case studies of peace-oriented tourism are examined through the critical lens of Positive Discourse Analysis (PDA), illustrating the power of language in resisting violence and fostering transformation. The focus is placed on the web communication of a hiking walk, a virtual route and seven urban trails that are interpreted as an expression of peace activism, a form of peace education and a catalyst for social change within the framework of tourism discourse.