Tourism has undergone radical changes over the last two years, which has led to the development of new impact strategies. Under the influence of a number of factors, the tourism industry has undergone radical changes. These changes affected one of the main means of attracting and retaining the consumer: advertising. The article analyzes changes in the choice of speech impact strategies in advertising texts of the tourism industry. The results of the analysis allow us to conclude that expressive punctuation is widely used in Russian alongside lexical and syntactic stylistic devices. In Russian, there is a tendency to employ imperatives and parcellation actively, which have long been a characteristic of English advertising texts. In English, epithets, lexical repetition and parcellation are of the greatest significance. The main emphatic functions are performed by a comma, while dashes and exclamation marks are rarely used.