The article considers various approaches to understanding the semiotic potential of tourist space as an object of construction. It is revealed that the main element of the semiotic potential is a tourist attraction, which in case of its consideration in a single “optical system” with a body of narrative accompaniment (object and cluster narratives) can be represented as a multi-level semiotic structure (metastructure). The integrity of the meta-image consists in the ordering of text narratives, coordination with semiotic markers.
