The article considers the impact of the media on shaping the perception of monuments and objects of modern digital consumer culture in omnipresent and never- ending communication. The focus is put on the creation of images of religious and cultural tourist destinations. The analysis of cultural diversity is presented as one of the crucial components of contemporary culture. The article reveals the grounds and opportunities of religious tourism in contemporary multicultural and polyreligious societies. Specific examples are provided regarding the formation of media representation of sacred sites in various cultures, highlighting the vital role of mass media in modern and postmodern cultures.