Why Machine/AI Translation Alone Can Cost You More Than You Think

Recently, I came across a tourism translation that made me do a double take.
The English phrase “visiting an estate” had been machine-translated into German as “Nachlass”.

Now, if you’re not familiar with the difference:

• Anwesen = a property or estate, often a place you might visit for a wine tasting or countryside tour.

• Nachlass = inheritance, the assets of a deceased person.

See the problem? Instead of picturing rolling vineyards and a crisp Riesling, the German reader was suddenly transported to a notary’s office, dealing with paperwork after a relative’s passing. Talk about a mood killer.

The Real Cost of Translation Shortcuts

At first glance, mistranslations like this can be funny. But when you’re working in tourism and marketing, they can have serious consequences. Why? Because in this industry, you’re not just selling products or services – you’re selling experiences, emotions and trust.

Machine translation is quick and cheap, but it doesn’t understand context, tone, or cultural nuance. And those are exactly the things that make or break your message.

A poor translation can:

• Damage your professional credibility

• Create awkward or even offensive messaging

• Confuse readers and turn potential customers away

What looks like a harmless shortcut can actually cost you business.

Why Human Expertise Matters

Professional human translation goes far beyond swapping one word for another. It’s about making sure your message resonates exactly as intended – in the right language, in the right tone, and with the right cultural context.

For tourism and marketing in particular, this means:
✅ Capturing the right mood and storytelling style
✅ Using words that spark the right associations in your target audience
✅ Protecting your brand from embarrassing (or costly) mistakes

Think about it this way: Would you trust AI alone to plan your dream holiday? Probably not. So why trust it to communicate your brand story?

When Translation Becomes Transcreation

Sometimes it’s not just about accuracy – it’s about creativity. This is where transcreation comes in. Instead of sticking rigidly to the source text, a skilled translator adapts the message so it feels natural, persuasive and engaging for the target market.

It’s the difference between text that feels like a clunky translation and text that feels like it was written for your audience in the first place.

Over to You

Have you ever come across a hilarious (or cringe-worthy) mistranslation? Maybe on a menu, a travel brochure, or even a marketing campaign? Share your favourite examples in the comments – I’d love to hear them.

And if you want to make sure your English–German tourism and marketing content hits the right note every time, let’s chat. I offer translation and transcreation services that bring your brand to life – no awkward surprises included.

📩 Email me – for English–German translation and transcreation that brings your tourism and marketing content to life.

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