The importance of localisation for tourism agencies and tour operators entering foreign markets
Entry into foreign markets in tourism is no longer a question of „if“ but „how.“ Travel agencies, tour operators, and hotels looking for long-term growth and to attract guests from other countries must go far beyond mere translation strategies. The focus is on – l o c a l i s a t i o n. This means a complete adaptation of the offer, communication, and digital tools to the language, habits, and culture of the target audience.
Localization is not just translation
Translation conveys words. Localisation conveys meaning, expectations, and context. However, when we talk about marketing materials, campaigns, slogans, or newsletters, localisation often goes a step further – we enter the realm of transcreations.
What is transcreation?
Transcreation is the creative adaptation of content from one language to another, while retaining the intention, tone, and emotional impact of the original text. It is not about literal translation, but about creating an entirely new text that communicates the same message – but in a way that is natural and impactful for the local market.
🔸 Case study:
Die englische Phrase „Escape to the sea“ kann für den deutschen Markt transkreativ als „Entfliehen Sie ans Meer“ übersetzt werden.
„Holiday that tastes of salt“ (“A holiday that smells of salt”) – which locally evokes emotion, nature, and the sea, not its literal meaning.
🔸 In tourism, this means:
- Adapt package names (e.g. „Romantic Getaway“ ≠ „Romantic Holiday“, but „Escape for Two“ or „Weekend of Love“)
- write newsletters that use local idioms
- devising adverts that resonate with local values and humour
How does that look in practice?
- Multilingual websites with localised and transcreated content
Agencies such as TUI and Zicasso There are website versions that are not just translated but SEO-optimised in each language, with transcreated headlines and descriptions that sound natural to the local user. This builds trust and increases engagement. - Localized Google Ads campaigns
Using phrases specific to the target audience is key to success. A campaign for the German market will not use the same phrases as one for the Italian market – and this is where transcreation of ad titles, add-ons and calls to action comes in.call to action). - Newsletters and push messages that evoke emotion
Instead of literally translating the campaign, agencies addressing the French market, for example, use transcreative messages such as: “Give yourself an azure blue summer” (Gift yourself a summer of azure blue), which sound like lifestyle advice rather than a sales pitch. - Major hotel and brand campaigns
Valamar, Hilton Similar chains use transcreation in branded campaigns, adapting messages to fit the language, sensibility, and style of guests from specific regions. This also applies to social media campaigns, where visuals, captions, and communication tone are often transcreated.
Conclusion
For travel agencies and tour operators, localisation is not a technical necessity – it is the fundamental assumption of emotional connection with a guest. Transcreation further strengthens that connection, especially in communication and sales channels.
By investing in content localisation, SEO optimisation, transcreative campaigns and push communications tailored to the user's language and culture, brands don't just enter a foreign market - they become part of it.
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Author: Aleksandra Lazar Alpha Translations
