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  2. Tourism translation: adapt the content to your visitors

Tourism translation: adapt the content to your visitors

Frédéric Garcia

Frédéric Garcia

Published on 5 March 2021 • 2 mins. to read

Language is a precious commodity, but it is not always easy faithfully to reproduce philosophy and feelings in a foreign language. However, it is by stirring emotions in your customers that you will hold their full attention and be able to give them an enriching experience.

The tourism sector has borne the full brunt of the COVID-19 crisis. There is an urgent need to adapt and broaden your audience. To provide an increasingly high quality-led experience, the important thing is to offer quality content to your travellers.


Varied tourist materials

Whether it is your website where you present your tourism business or your tourist brochure, the aim is both to inform and to seduce the traveller. This content touches on a variety of fields (history & geography, food, culture) with an informative side to it but it must also “be what sells”: the marketing aspect must be considered.

Many businesses in the tourism sector use the services of a translation agency (tourist offices, hotel groups & restaurants, airports, parks, museums, etc.) to adapt their offer to their customer base. The promotion of activities in a region or hotel is particularly aimed at a foreign audience, who will be sensitive to the quality of materials published in their language.


Cultural diversity

We live in a multicultural world where we do not all have the same habits, references or customs. It is important to have a proper understanding of those cultural differences when translating content for visitors from around the world so that you can adapt to their varied values and identities: it will only enhance your message and your customers will thank you for it.

Always bear in mind that you will not address a Chinese traveller in the same way that you would address an American holidaymaker.

Going beyond a faithful translation of the document, the translator must consider those aspects and provide clear guidance on how your linguistic content should be adapted. A translation professional will also know how to consider the semantic (and semiotic) angle of the text or the cognitive structure of the language.


Our specialist tourism translation offer

Taking all those factors into account, Your Word Store has set up a tailored translation offer:

  • our translators work exclusively into their native language
  • they are tourism specialists who also consider the “market” aspect
  • our translation processes are internationally recognised: ISO 17100 certification
  • we can offer you a range of complementary services:
    • subtitling of your video reports
    • production of audio guides in a variety of languages
    • organisation of guided tours using our interpreters

Our tourism translators can support you on all kinds of documents:

  • Brochures and promotional leaflets,
  • Tourist guides and maps,
  • Accommodation directories,
  • Websites, marketing emails, newsletters,
  • Culinary/gastronomic content, restaurant menus,
  • Press releases
  • Etc.

If you like, you can contact us to discuss your project; our specialists are standing by to help you.


Did you know?

It was in England in the 18th century that tourism was truly born, on the occasion of the “Grand Tour”. This was a coming-of-age trip made by the British aristocracy, taking about a year.

Tourism really took off toward the mid-1800s (Thomas Cook opened the first travel agency in 1841), driven by the development of bathing, spa and mountain resorts.

Mass tourism, meanwhile, developed after the second world war, encouraged by the revolution in transport and the advent of annual paid leave.

According to the INSEE, in 2018 France remained the top tourist destination in the world, with nearly 90 million visitors. It is worth noting that French heritage also enjoys a high profile, with 45 sites on the UNESCO World Heritage list.

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