Translations for tourism – important considerations

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In our last post we looked at the importance of translating content when growing your audience in the travel and tourism industry. In this post we look at other important considerations you should be aware of when commissioning translations for the tourism sector.

As with all sectors, the job of a qualified translator is to convey the exact meaning and tone of the source content without being too literal. When translating for the travel and tourism industry this is even more prevalent as translators often need to factor in emotive and persuasive language that entices people to travel.

To go above and beyond to win new business in other countries, it pays to be aware of cultural aspects. These will vary depending on the country in which your audience resides but also what demographic you’re targeting.

Consider colour

Colours and symbols can also have a large effect on how consumers perceive your brand but these aren’t always the same around the world or indeed in the same country. Green is widely recognised in China as the symbolic colour for new growth and organic or toxin-free products, however, an image of a man wearing a green hat would signify a man who has an unfaithful wife!

If you have a landing page, a booking form or even a whole website you need translating, it’s important to consider that, as well as the translations themselves, the colours and imagery you’re using may affect consumer perceptions. When using a quality translation company for Chinese translations, for example, translators would know that black can represent bad fortune in China but red and yellow are considered lucky. So it’s worth keeping culture in mind when appealing to wider audiences and always asking experts for help if needed.

Business or consumer translations

Of course the type of translation you need depends on the audience you’re trying to attract. Whether you’re speaking directly to businesses or consumers your existing tone may not need adapting during translation. However, if you’re targeting people from Japan, for example, you may have to adapt your tone to be more formal to ensure you appear professional. This is because in Japanese culture informality is seen as a sign you’re not taking your business seriously, irrespective of the industry you’re in.

Another point to consider is form of address, especially if you’re marketing directly to a German audience. On the whole, Germans are very formal in both business and leisure so it’s best to address them by their last name for any content used for outreach or email personalisation.

Tourism translations at The Language Factory

At The Language Factory, all our linguists are native speakers of the language they translate into so they understand the nuances of their culture. Being fully qualified, having a minimum of five years’ experience in their specialism, and having been rigorously tested by us, we know they provide high quality translations.

Why not take a trip around our website? To see why we have a consistently high customer satisfaction rate of 98% be sure to stop off at the testimonials and case study pages. Alternatively, email us at for your tourism and leisure translation needs.


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