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To promote the development of the arid, fragile, and threatened areas in the North African countries of Morocco, Tunisia, and Algeria, political actors and economic policy makers are banking on tourism, with an emphasis on local heritage, including GSOURS. Public action to this effect aims to involve the local population in the promotion of this heritage. Yet initiatives and projects to date have given little consideration to another unstable and multifaceted audience: tourists, who constitute a special audience as both a receptor and vector for territorial communication under construction. We propose in this paper a first approach to the tourist public in these areas that are qualified as fragile and threatened (for example, Southeast Tunisia). We then analyze the intercultural and institutional communication strategy that is in place in these territories.