FAQs

Not all translations are created equal – especially in tourism, where words sell experiences. Whether you need accurate information, market-ready copy or emotionally engaging storytelling, the right approach makes all the difference.

FAQs – What’s the Difference Between Translation, Localisation and Transcreation?

1. What is translation?

Translation is the process of accurately and faithfully converting text from one language into another. It's ideal for clear and correct communication, such as hotel descriptions, booking terms and conditions, and practical travel information.

Think of it as ensuring that your message conveys the same meaning in both languages, without any of those frustrating "lost in translation" moments.2. What is localisation?

2. What is localisation?

Localisation takes it a step further. It adapts your content to the cultural and linguistic expectations of your target audience.

This includes local idioms, spelling, currencies, measurements and even humour.

A localised text feels native — as though it were written for that audience from the outset.

In tourism, this can mean the difference between a visitor thinking, 'Nice brochure', and deciding to visit.

3. What is transcreation?

Transcreation is a form of creative translation with a marketing focus.

Rather than focusing on your words, it focuses on your message and intent. The goal? To evoke the same emotional response in readers as your original audience, even if that means rewriting headlines, slogans or storytelling elements entirely.

Transcreation is ideal for brand campaigns, destination marketing and storytelling, when you're selling an experience rather than just information.

4. How do I know which service I need?

It depends on your goals:

The right service depends on your desired outcome. If you need clear, factual communication, such as hotel information or booking terms, translation is the best option. For content that needs to feel market-ready and culturally aligned, such as websites, newsletters or travel itineraries, localisation is the best option. If you’re aiming for emotionally engaging, persuasive storytelling for campaign slogans, brand stories or social ads, transcreation will deliver the desired impact.

If you’re not sure which approach suits your project best, I can help you choose the right one, or combine them where appropriate.

If you’re not sure which approach is right for your project, I can help you find the best solution – or combine them when necessary.

5. Why does this matter in tourism marketing?

Travel decisions are emotional.

While a literal translation might tell travellers what to do, a well-localised, transcreated text inspires them to take action.

There's a big difference between saying "Visit our town" and saying "Discover your next favourite place".

6. Can you mix translation, localisation and transcreation in one project?

Absolutely – and most tourism projects do, too.

For example, a website might combine:

• translation of factual details (opening hours, pricing),

• localisation for destination content (culture, tone and references) and

• transcreation for taglines, headlines and campaigns.

The key is to use the right approach in the right place.

Not sure which one is right for your project? Get in touch to find the best approach for your content.