Economic potential in traditional markets is being shaken. Traditional market traders are trying to formulate a new strategy. Traditional markets are synonymous with buying and selling basic necessities are in poor condition and currently trying to reconstruct the market. A number of markets in the city of Malang changed their appearance to become a tourist market. Besides the wholesale market, micro-entrepreneurs are found along the intercity strategic road. The concept of a non-permanent tourism market forms a unique communication pattern. The purpose of this research is to describe the pattern of transformation of the distressed situation of traditional markets towards tourism markets that are not permanent. Descriptive qualitative research methods with participatory observation and interviews. The results showed (1) the transformation patterns that were manifested in commodity classification; (2) the cleanliness of shanties and public facilities; (3) product quality; (4) packaging recycled materials; and (5) affirming the wisdom of local culture that is supported by hospitality.