How To Translate Tourism Marketing Content?

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Written by: Thanh Trâm


Writing tourism marketing content helps people in many countries discover and get them interested in a country’s tourism. So, translating tourism marketing content is a tricky task and requires many translation  skills. To make readers understand and excited about a country’s tourism, the translator must be equipped with knowledge about language, culture, people, and features around the country. So, how to translate these contents to achieve targets in marketing?

What Is Tourism Translation?

Nowadays, the travel and tourism industry is a global and multilingual sector. Thanks to globalization and development in tourism, more and more people are traveling abroad than ever before.

By having international multilingual support, businesses can attract international customers, while also making their trips hassle-free, and delivering great customer experiences. This in turn builds customer loyalty and you reach more potential clients through words of mouth.

This means that translation is essential because many businesses want to reach as many customers as possible, and as many countries as possible. So, a successful translator can help businesses achieve their targets.

how to translate tourism marketing content

2. Steps To Do Tourism Marketing Translation

Market Research

First of all, do your market research. How do you know a product or a service of tourism that is successful in your domestic market will achieve the same level of success in an international market? Before you go down on the translation, ensure that the product or service is relevant to your chosen target market.

Besides, you should highlight tourism features that make native people curious. For example, in the countries located deep inland, people will be attracted to beaches, and types of aquatic sports like surf-skiing, horse surfing, kayak surfing, and diving,…; in the climate countries, people like the cool and comfortable atmosphere, even snow places. They also like types of snow activities like skiing, building snow humans, snowshoeing, sledding,…

how to translate tourism marketing content

Choose Suitable Keywords To Attract Customers

One of the elements to attract followers is keywords, customers are more likely to search for what they want in their mother tongue. If you want to make sure your website and ads appear in the right searches, then keywords are especially important. You should choose exactly keywords that most people often use and research. If keywords suit most people’s needs, your marketing content is easily attractive.

how to translate tourism marketing content

Equip Yourself With Knowledge About Culture

Cultural adaptation is an important skill, especially when it comes to translating tourism brochures. Tourism documents are often filled with cultural references that may not have an equivalent in the target language. If the content is directly translated from dictionaries, it will not give the best results. If the translators know the reader’s culture, they’ll orient the reading habits, the most exciting things about tourism, awareness of traveling, and ways to enjoy scenic spots in other countries. So, they will adapt to adapt the cultural elements in a way that resonates with the target audience, while still preserving the source culture.

This type of translation allows tourists to engage directly with the source culture in a way that still feels familiar to them. The result is a translation that makes the feature of marketing content appear all the more attractive. Adapting the content to create an engaging and familiar message that resonates with customers.

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Check For Cultural Issues

Ask for advice on cultural norms and dos and don’ts before translation. Bear in mind what is acceptable in one culture may not be in another. Colors, religious beliefs, saying, and even brand mane all need to be taken into consideration.

Bear in mind there may be elements that require localization like currency symbols and units of measure – or maybe there are terms that you do not want to translate, which should be kept in English for reasons of branding or similar.

Often, we mistakenly think that no special expertise is needed to translate marketing content about traveling and tourism. For example, we can see many international hotels translate “ hairdryer” as “Haartrockner”. This, of course, is not wrong, but any specialized person knows no one uses this word in Germany, you will not find it in any hotel room description of a German hotel because Germans call it “Föhn.”

Another standard localization error is WIFI. In Germany, they still use the original word WLAN, so many travelers are confronted with the dilemma if they should take the devices that need WLAN with them when the hotel only offers WIFI.

A good translation incorporates both the target market language and its cultural sensibility. If you want to attract tourists from a country. It is important to craft the offers, idioms, and slang to fit what types of offers or turns of phrase would attract people living in this country.

how to translate tourism marketing content

Prepare Documents And Terminology Base For The Target Place

Expecting translators to effectively convey meanings about places, people, or products without any context is an impossible asking. When translating any tourism marketing content, translators need to research as much information, images, comments, explanations, and websites and even go to this place if necessary. Translators need context so they can understand the true meaning of the text and therefore translate it the best they can.

The translators need to respect the tone of the original text, choosing the words to convey a tone with a similar effect in the target language. This requires in-depth knowledge of the target country, which is why it is essential to work with native speakers when translating marketing content.

Besides, you should learn travel vocabulary as much as possible because it is a pity if you do not have enough Vocabulary to convey the true meaning of the beautiful place to customers. You can study travel vocabulary through newspapers, translations, and travel books. Remember that each word studied should be engaged in a respective context because, in each type of tourism, you will use different words depending on the era, the geography, the type of travel, and potential customers that the business wants to target. For example, with tourist destinations attracting young people, translators should use trendy, exciting words to stimulate the power and young people’s exploration.


The above post  helped you know ways to translate tourism marketing contents that achieve the target of business. We hope this post is useful to you.

Feel free to share in the comment section your experience in creating a wonderful tourism marketing translation. Opinions and thoughts are welcome!

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