129 E uropean policy makers’ emphasis on the need to promote plurilin- gualism and intercultural communication is often seen as “vital to harmonious engagement between peoples and languages”. Cul- tural tourism is seen as an activity (and economy) which has the capacity to promote this engagement. However, the research results obtained to date do not provide an answer to the question of whether the cultural tourism supports lingua franca or offers new chances for plurilingualism and intercultural communication. Further, there is no doubt that dynam- ically developing reshaped (europeanized) cultural tourism demands new linguistic skills which connect language and culture knowledge, enabling not simply communication but also production of meanings contributing to the formation of identity. The following analysis explores some of the effects that the concept and practice of ‘European culture’ and ‘unity in diversity’ have in the tour- ism sector in the city of Poznan ´ (Poland) in terms of cultural and linguis- tic changes. The city owes its high position to the International Trade Fair, commercial exchanges, modern companies and universities, as well as the quality of its labour market. Having a very commercial and business ori- ented profile, the city struggles to present itself as a destination for cultural 6 Language and Cultural Identity in the Europeanization Process of Tourism in Poznań (Poland) Agnieszka Błażek Institute of Applied Linguistics, Adam Mickiewicz University in Poznań, Poland