The article discusses strata of linguistic changes imposed by the necessityto meet the demands of the local tourism market illustrated by the flow of visitors to the Russian Arctic, namely to the Murmansk Region. The authors highlight grammatical and lexical changes on interlingual and intralingual levels, whereas cultural references are distinguished as a separate stratumdue to their intrinsic characteristics. The definition of a cultural mediator is introduced in the article in contrast to

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... se of a translator and a tour guide. It specifies the qualifications, skills, competences and language fluency level within the framework of the tourism-oriented approach. Tourism potential of the Murmansk Region as a major part of the Russian Arctic shapes the long-term development strategy in the regional economy, in particular, enterprises policies, facility building and renovation, providing conditions appealing to not only local but national and international stakeholders and ultimately the vocational education and training system in tourist sector.