Visitor Bureaus and Tourist Boards play an important role in promoting tourism and cultural heritage to the benefit of the hospitality industry. They organize events, provide assistance during preparation and encourage participants to enjoy the historical and leisure potential offered by a locality.
However, DMOs (Destination Marketing Organizations) often work with a tight budget and have a hard time optimizing their multilingual content for the international public.
Here are a few tips on how to get the best return on investment for DMOs:
Select your content
Tourist Boards often produce lots and lots of promotional content, which can hardly be translated as a whole. By selecting the most successful content on your website using analytic data and software, you can reduce the amount of words to be translated.
This content should be created for users in a specific market therefore it is essential to offer bespoke texts analyzing the cultural context in advance through a competitive SEO keyword research and a strong attention to the editorial calendar.
Select your service
New translation technologies offer different solutions for different budgets. Machine Translation Post-Editing is the process of feeding a text to a translation software and then have professional linguists reviewing it. This is one of the cheapest and quickest translation modes, and it might be the ideal choice for DMOs that have high volumes of content with a limited budget.
However, Tourist Boards and Visitor Bureaus need to attract people and promote their services with beautiful words and glamourous descriptions. This is why many clients decide to invest higher sums in a premium translation service, where translators and multilingual copywriters use their expertise to create engagement through catchy and glamorous style.
Avoid Google Translate
While Machine Translation Post-Editing might be a viable solution for translating websites with high volumes of written content, Google Translate only provides a “raw” machine translation, and its benefits can be overshadowed by the low-quality results it produces.
In fact, with GT contextual issues and grammar may occur and most of the times style and tone could be compromised.
Moreover, GT can also be used by the final user, and this is yet another reason why you should not rely on it on your websites.
Langpros Translation Services
Langpros is a Dubai-based language service provider offering translation and interpreting services in the UAE, the GCC, and beyond. Our team of expert translators and multilingual copywriters is at your disposal to help you create successful website content with a SEO perspective and other types of marketing material such as product brochures, promotional flyers and leaflets, conference programs, product support manuals, and many other advertising materials.
Contact us at [email protected], our experts will advise you on the best solution for your organization and you will receive a free quote!