Аннотация:Nowadays a special place in the Iranian tourism and hospitality industry is given to the ethnic tourism that showcases the best of the natural, cultural, gastoronomic and linguistic diversity of various regions of the country. The present paper deals with the schemes and mechanisms applied by national and local media and used in the textbooks and didactic materials for promoting and advertising this new trend. As our case study of Fars province demonstrates, among the implications of this campaign there is a growing interest of the modern society to the problem of the language levelling and threats to the linguistic diversity and, on other hand, an enormous cultural significance and economic potential that the minority languages and dialects dispose. This attention can have a beneficial impact on the promotion of a positive attitude toward the local and endangered languages.