Performing tourism translation in the US is critical to the survival of businesses in the US tourism industry, considering this nation has one of the world’s most complex cultural identities.
The US is often referred to as a melting pot of cultures and nationalities, with a US Census Bureau report published in 2015 that found at least 350 languages in the US are spoken in homes across the country.
However, we have become increasingly dependent on English over the years. It’s the all-in-one solution for communication; particularly between visitors and locals. But as our appetite for smartphones, the internet, and new technology development, so does our need to communicate in our own language.
If you are running a business in the tourism industry in the US, read on to know what you have to prepare/adjust for a successful tourism translation in the US.
1. Tourism translation in the US
It’s challenging enough to sell a tourism product or service in your own language. Things get even more difficult when you have to market them in a foreign language. Before customers make a purchasing choice, the tourism industry can generally only provide words, images, and videos of the product, so getting these things correctly is crucial. In particular, the language of tourism needs to persuade, lure, woo, and seduce your target audience in order to convert them from potential customers to real customers.
Many tourism businesses do an excellent job of creating captivating content that engages their target audience, but problems come when they try to translate this content. This is because tourism translation necessitates a high level of cross-cultural communication. According to Mirella Agorni, the translator’s job is to mediate the content and “make it available to a type of tourist who is necessarily different from that targeted by the original work.”
2. Localization is the key for tourism translation in the US
Going beyond translation, localization is the process of culturally adapting your content to a certain language and audience. English, Spanish, Chinese, Tagalog, Vietnamese, French, and French Creole are the most widely spoken languages in the US. Based on your consumer segmentation, you will know which languages you need to translate and localize your content into.
In general, localization consists of multiple adjustments to ensure your content is marketed correctly to your target audience’s language. These adjustments might range from:
- Changing visual elements such as colors, fonts, and images.
- Adapting design and layout to adhere to new languages, such as Arabic is read from right to left and some languages take up more space than others.
- Changing currencies, dimensions, dates, locations, and phone numbers to meet various local regulations.
- Performing other adjustments to tailor your content to the people that you want to reach, such as hipsters in Germany, physicians in Turkey, and thousands of other tourist sub-segments.
All of these changes, no matter how small or big, are critical to the creation of valuable multilingual content. And its significance cannot be understated, as companies that use localization will stand out over their competitors. Localization shows that you understand the reader’s language. It demonstrates who you are and how you want to be perceived, while also maintaining and improving your overall brand image.
3. What to localize in tourism translation in the U.S.?
In a perfect world, everything is personalized and all online content has been designed specifically for your target audience, their languages, and in accordance with their values and interests. However, as you may have a limited amount of time and resources at hand, localizing all of your content is not always possible.
As such, if you are stuck wondering what you should localize or you have just started your localization process, let us give you a basic overview of the main channels in the tourism industry that can benefit from localization.
- Your website
A website is normally your “official face” online, which shows who you are and what your business is. For a tourism business that wants to reach out to different ethnicities in the US, or wishes to be perceived as a multilingual organization, it is imperative that your website reflects this. As previously stated, 72.1% of consumers spend most or all their time on websites in their own language. Therefore, having a website that is only available in English and one local language severely limits your reach.
Furthermore, localizing your website in more languages might improve your SEO, giving you a better chance of being found in increasingly crowded search results.
GTE Localize – your Go-to translation company for tourism translation
If you are looking for a professional Language Services Provider to get your tourism translation in the US market completed, look no further than GTE Localize.
We are ready to assist you with any tourism translation in the US you may have. Contact our experts right now for a free consultation or a free 300-word test!