Function Over Form
Road bikers are generally into speed, and the tight spandex clothing you see them wearing is very aerodynamic. As a tourist, you'll be less concerned with speed and more concerned with comfort over 50 or 60 miles of riding in a day. Most tourists opt for loose, comfortable clothes with plenty of pockets for snacks, cameras, cell phones, sunglasses and tissues. Tourists also stop frequently along the way to eat, shop, visit or sightsee, and they like clothing which doesn't make them feel out of place.
Helmet
Like always, if you value your brains, wear a helmet. Tourists tend to prefer less racy designs than road bikers. The Bell Citi is quite popular; it has adequate vents and a good bill and is particularly visible to traffic in white. However, fit is still the most important element, and all helmets meet federal safety standards, so choose anything you like - just wear it.
Shirt
Shirts should be bright. Your upper body is the most visible part of you in traffic, and you want to make sure all the cars around you know you're there. The bright, multi-colored jerseys many bikers wear are actually not best. Up close they look nice and bright, but at a distance of 30 yards, the many colors actually have a camouflaging effect. A single colored shirt has greater visibility and communicates the shape of a human body better. Consider this: 10% of the population is color blind to red - they see it as black. Technical fabric makes the most sense to me, but some tourists still prefer cotton shirts.
Safety Vest
A good alternative to a bright shirt is a reflective safety vest with plenty of pockets worn over a comfortable everyday shirt of any color. You can take the vest off when you stop and not look conspicuous. Vests come in both thin & cool and thick & warm versions.
Pants
Spandex road shorts and MTB shorts are popular, since seams are uncomfortable over a long day. But anything goes here - whatever is comfortable. I wear regular spandex shorts under a pair of hiking shorts (also with plenty of pockets). Some riders, especially mountain bikers, prefer baggy shorts, which include their own tight Lycra-like lining.
Shoes
With shoes, anything goes here, as well, from flipflops to hiking boots. One question to ask is whether you want the extra weight of walking shoes in addition to whatever you wear on the bike. If not, choose something which can do double duty. Biking sandals are very popular, as are clipless pedals, but many still wear sneakers. Consider what rain will do to your footwear; you can wear waterproof socks and abandon your shoes to the weather, choose shoes of synthetic material which will hold up well, cover your shoes with booties or just don't worry about it.
Socks
Choose a blend with technical fabrics or wool. Change socks every day.
Gloves
Gloves are a safety factor (in case of falls) as well as a comfort factor. Use fingerless in warm weather, take along full fingered for cold if you might need them.
Raingear
Rain gear is important, often as protection from cold rather than wet. Most bikers like breathable, waterproof jackets (like Goretex) with good under arm vents. Waterproof non-breathable jackets are a lot cheaper, but build up condensation inside and you get wet anyway. Many don't worry about rain pants if they're wearing spandex shorts, but pants with the same features as your jacket will work if you want protection. You might get away with lightweight water resistant pants (much cheaper) - just remember they won't help that much in a real downpour. Jackets should be bright yellow or safety green, preferably with reflective stripes - you're even less visible on your bike in rain. Ponchos are a less pricey consideration, since they don't have to be breathable, but they are bulky and awkward and tend to act like a sail in wind.
      A rain helmet cover is a real asset - a great jacket doesn't protect you from water pouring through your helmet vents. Waterproof gloves are also available.
Cold Weather
Just remember to layer. A wicking technical fabric next to the skin, a bright color on the outside, and whatever keeps you warm in between. Fleece and wool are particularly good - fleece for its light weight and wool for its thermal performance when wet. Helmet liners help when it gets cooler and balaclavas are great for real cold. Plan for cold weather contingencies.
Off the Bike
Remember, you'll want to stop frequently and smell the roses - that's the great enjoyment of bicycle touring. Consider where you'll be stopping and what clothing accessories you may need. Are you going to be eating in any fancy restaurants? Visiting friends? Will you be out at night when it's cool enough for a jacket or sweater? A ball cap is a popular choice to hide helmet hair, and it can be worn under the helmet, as well. If you use clipless pedals, you'll probably want walking shoes, too.
      There aren't really any hard and fast rules for tour clothing - you'll know what works best for you after a few trips.

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