{"id":8162,"date":"2026-02-06T10:37:35","date_gmt":"2026-02-06T09:37:35","guid":{"rendered":"https:\/\/tragento.com\/?p=8162"},"modified":"2026-02-06T10:37:35","modified_gmt":"2026-02-06T09:37:35","slug":"the-importance-of-the-localisation-of-tourist-agencies-and-tour-operators-when-entering-foreign-markets","status":"publish","type":"post","link":"https:\/\/tragento.com\/en\/vaznost-lokalizacije-turistickih-agencija-i-turoperatora-prilikom-ulaska-na-strana-trzista\/","title":{"rendered":"The importance of localisation for tourism agencies and tour operators entering foreign markets"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Entry into foreign markets in tourism is no longer a question of \u201eif\u201c but \u201ehow.\u201c 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 \u2013 <strong>l o c a l i s a t i o n<\/strong>. This means a complete adaptation of the offer, communication, and digital tools to the language, habits, and culture of the target audience.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Localization is not just translation<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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 \u2013 we enter the realm of <strong>transcreations<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>What is transcreation?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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 \u2013 but in a way that is natural and impactful for the local market.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\ud83d\udd38 <em>Case study<\/em>:<br>Die englische Phrase \u201eEscape to the sea\u201c kann f\u00fcr den deutschen Markt transkreativ als \u201eEntfliehen Sie ans Meer\u201c \u00fcbersetzt werden.<br><strong>\u201eHoliday that tastes of salt\u201c<\/strong> (\u201cA holiday that smells of salt\u201d) \u2013 which locally evokes emotion, nature, and the sea, not its literal meaning.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\ud83d\udd38 <em>In tourism, this means<\/em>:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Adapt package names (e.g. \u201eRomantic Getaway\u201c \u2260 \u201eRomantic Holiday\u201c, but \u201eEscape for Two\u201c or \u201eWeekend of Love\u201c)<\/li>\n\n\n\n<li>write newsletters that use local idioms<\/li>\n\n\n\n<li>devising adverts that resonate with local values and humour<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>How does that look in practice?<\/strong><\/p>\n\n\n\n<ol start=\"1\" class=\"wp-block-list\">\n<li><strong>Multilingual websites with localised and transcreated content<\/strong><br>Agencies such as <em>TUI<\/em> and <em>Zicasso<\/em> 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.<\/li>\n\n\n\n<li><strong>Localized Google Ads campaigns<\/strong><br>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 \u2013 and this is where transcreation of ad titles, add-ons and calls to action comes in.<em>call to action<\/em>).<\/li>\n\n\n\n<li><strong>Newsletters and push messages that evoke emotion<\/strong><br>Instead of literally translating the campaign, agencies addressing the French market, for example, use transcreative messages such as: <em>\u201cGive yourself an azure blue summer\u201d<\/em> (Gift yourself a summer of azure blue), which sound like lifestyle advice rather than a sales pitch.<\/li>\n\n\n\n<li><strong>Major hotel and brand campaigns<\/strong><br><em>Valamar<\/em>, <em>Hilton<\/em> 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.<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Conclusion<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For travel agencies and tour operators, localisation is not a technical necessity \u2013 it is <strong>the fundamental assumption of emotional connection with a guest<\/strong>. Transcreation further strengthens that connection, especially in communication and sales channels.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Do you need a reliable partner in conveying your tourism story? We offer 25 languages.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You choose the language. \ud83d\ude0a<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Author: Aleksandra Lazar <strong>Alpha Translations\u00a0<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>","protected":false},"excerpt":{"rendered":"<p>Entering the foreign market in tourism is no longer a question of \u201eif,\u201c but \u201ehow.\u201c Travel agencies, tour operators, and hotels that want to grow long-term and attract guests from other countries must go beyond a mere translation strategy. The focus is on localization. This means a comprehensive adaptation of the offer, communication\u2026<\/p>","protected":false},"author":2,"featured_media":8164,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_tragento_display_category":0,"footnotes":"","rank_math_title":"","rank_math_description":"","rank_math_focus_keyword":"","_aioseop_title":"","_aioseop_description":""},"categories":[102,106,143],"tags":[],"class_list":["post-8162","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agencije","category-touroperatori","category-turistickaindustrija"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.7 (Yoast SEO v28.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Va\u017enost lokalizacije turisti\u010dkih agencija i turoperatora prilikom ulaska na strana tr\u017ei\u0161ta - Tragento<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tragento.com\/en\/the-importance-of-the-localisation-of-tourist-agencies-and-tour-operators-when-entering-foreign-markets\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Va\u017enost lokalizacije turisti\u010dkih agencija i turoperatora prilikom ulaska na strana tr\u017ei\u0161ta\" \/>\n<meta property=\"og:description\" content=\"Ulazak na strano tr\u017ei\u0161te u turizmu vi\u0161e nije pitanje \u201eako\u201c, ve\u0107 \u201ekako\u201c. 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