The article deals with the issues related to the functioning of euphemisms in tourism management. The factors that determine the renewal of euphemistic space with new units are outlined. Attention is focused on the use of euphemisms by service sector specialists as units of the secondary nomination with a relatively positive connotation, which contributes to the softening and effectiveness of professional communication.

The article deals with the issues related to the functioning of euphemisms in tourism management. The factors that determine the renewal of euphemistic space with new units are outlined. Attention is focused on the use of euphemisms by service sector specialists as units of the secondary nomination with a relatively positive connotation, which contributes to the softening and effectiveness of professional communication.