In the following article tourism is viewed as a psychological and social phenomenon which affects social life as well as individual customers. This is essential for marketing strategies of the company. Advertising continues to affect mass consciousness with the help of verbal and non-verbal means. A detailed analysis of needs and motivations as constituents of tourist activity is examined in the article together with the classification of motives. Motives are represented from different perspectives including those which induce people to buy a tour or choose any direction for tourism and rest. Considering the fact that the subject of tourism advertising possesses a non-material character, the authors define the specificity of argumentative influence which includes the whole system of basic intentions, customer needs and pragmatic language units which support the intentions