Travel and Tourism
The translation of tourism content is an act that generates aesthetic value and pleasurable reading. To achieve this, transcreation, foreignization, and domestication should be co-employed as translation strategies. While transcreation and domestication ensure readability, foreignization is needed to immerse the reader in the culture of the destination country and stimulate their desire to travel. Through maintaining certain foreign words (e.g. names of dishes, monuments, cities), the reader will be curious to explore the language, traditions, cuisine, streets, and landmarks in question. It is important, however, to strike a balance between the three techniques to highlight the characteristics of the original culture without compromising the pleasurable reading experience. The translation of travel and tourism content is highly rewarding to the translator as he/she will enjoy conveying figures of speech and cultural equivalences while freely moving back and forth between foreignization and domestication.
Given the dynamic aspect of the tourism sector, translation needs to keep up with new terms, places, lifestyle concepts, etc. It is of utmost importance that the job is entrusted to native speakers who are better positioned to organically bring across the beauty, ambiance, and mouth-watering culinary experience the select destination is characterized with.
Consistency is the key ingredient of any translation job. CAT tools are also used in the field of travel and tourism as they limit human error and ensure consistency across foreign terms, addresses, names of dishes, cities, tours, and services of the travel agent.