In the article “The efficiency of active dialogue in tourism industry” the authors triated the issue of active dialogue contribution to tourism products and services distribution. There was mentioned the fact that each tourism agent has to cope with a rich source of information in order to use it in direct contact, and it is the active dialogue with the consumer. Here the authors also mentioned the tourism agent communication, which is necessary to be more efficient due to its persuasivness power. It is an essential condition to a succcessful business. Here is also mentioned the content, the forms and the way of supporting a dialogue with the consumers: what is important to take into account and what professional behavouir should be accepted. There is also described a concise scheme of communicational act, which is useful to picture the clients more successfully and their role in tourism promotion through comunication.