The role that the media is playing in the various aspects of life is becoming increasingly greater each day, especially in spheres like social interaction, and cultural and educational aspects of our life. As archaeological monuments can articulate the traditions, customs and heritage of the past, the media can in its turn clarify today's values and civilizations of the different countries and hence attempt to correct any widespread erroneous information. Both the media and archaeological monuments have messages and missions with various dimensions. The media contributes greatly in activating tourist attractions.
Before discussing the role of the media as an instrument in tourism policy, it should be noted that, broadly speaking, the relationship between tourism and the media is one of inclusion. When speaking of tourism policy that focuses on specific areas of tourism, the media become a mediator between tourism and society, meaning that they mediate in a process of conveying tourism products from the producers to the consumers.
Media communications technologies are imperative for frontline investments for sustainable globalised tourism development indicators. The powerful effects of media communications can bring sweeping changes of attitudes and behaviour among the key actors in local, national and global tourism for peace, security and sustainable development. The social, cultural, economic, political and environmental benefits of tourism would usher in monumental and historic changes in the country. As the verdict goes, the media has a social responsibility to enhance the blending of local, national and international cultural values for enriched politics, society and economy. Public communications strategy based on access to quality information and knowledge will drive the new global tourism through partnership initiatives such as: peace and security, conflict resolutions for eco tourism, quality tourism, Joint ventures, technology transfer, etc.
Development in communication is one of the best ways to go in developing eco tourism. This strategy involves the planned communication component of programmes designed to change the attitudes and behaviour of specific groups of people in specific ways through person to person communication, mass media, traditional media or community communication. It is aims at the delivery of services and the interface between service deliverers and beneficiaries where people are empowered to by informed choice, education, motivation and facilitation effecting the expected changes. This can be done by media advocacy targeting all key stakeholders involved in the tourism industry. Effective use of communication techniques can barriers and promote better uses participatory message design which combines both traditional and modern media. Like: The internet granted the freedom enjoyed by print media and common carriers such as letters, mails, and cable to the public media. Through audio streaming it is possible to enhance the reach of radio signals to any part of the world. The internet’s vast capacity enables each media house to exhaustively investigate and publish in depth analyses. Internet radio is not limited to audio as pictures, images, digital files and graphics are accessible to the users. Advertisers and their audiences can easily interact via the internet broadcasts.
The media have a crucial role to play in putting emerging destinations. The relationship between tourism and the media is vital and complex. Tourism is highly dependant on media reporting because the vast majority of travel decisions are made by people who have never seen the destination first hand for themselves. When there is bad news or a crisis the impact on tourism can be devastating. Tourists are scared away from destinations caught in the glare of round-the-clock disaster coverage, causing communities dependent on tourism to lose their source of livelihood.