This research has been carried out to reveal the metaphors developed by secondary school students towards "Tourism" concept. Within 2011-2012 Academic Year, 115 students at Secondary schools in Karabuk participated in the research as the research group. The data of the research conducted as the participants' completing the statement: "Tourism is like ...., because ... ... ...". Phenomenologic Scientific Pattern was used with Qualitative Research Method's Content Analysis Technique to analyse and interpret the collected data. According to the findings of the research, secondary school students developed 44 different and acceptable metaphors related to "tourism" concept. These metaphors were classified under 5 different conceptual categories after studied carefully with regard to common qualities. At the end of the research, it was understood that the participants improved metaphors focusing on historical and cultural aspects of the research area, Karabuk Province along with the classical tourism approach.