This article checks, through the analysis of speech, if the major national magazines in the travel journalism industry respect the journalistic standards, such as objectivity and plurality of sources, or if they are merely tourist advertisements. Neither Viaje Mais or Viagem e Turismo can be considered journalistic products because of their lack of sources. The National Geographic Brasil presents an adequate example of real and critical journalism, even though it uses technical speech. Travel journalism is a topic infrequently explored by scholars of communication. It is often linked to literature and considered as advertising for tourist destinations. However, like other specialization’s, travel journalism has an essential function: it makes the destination graspable to individuals.