Perhaps it goes without saying, but translation fuels the tourism industry. Without it, travellers would not be able to find information and research their destinations, book tickets and arrange tours, or understand menus and itineraries after they step off the plane. It is a ubiquitous and essential component of the travel process, and one that usually works its magic pretty seamlessly – only ever sticking out on those few occasions when it goes wrong.

But is that where translation’s role ends, or can it do more than just bridge the communication gap abroad? In this edition of the blog, we’re going to be looking at whether translation can influence consumer trends and habits in the tourism sector. And more specifically, we will be considering whether translation can be used to direct holidaymakers away from overcrowded destinations that are ready to buckle under the pressure of their own popularity, and towards more sustainable destinations.

So, fasten your seatbelts, stow your tray table and let’s find out how translation can accelerate the shift towards sustainable tourism!

 

What is sustainable tourism?

First things first, what actually is sustainable tourism? According to the UN World Tourism Organisation, sustainable tourism is: “tourism that takes full account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment and host communities.”

The concept has become more pertinent in recent years, and especially after the post-pandemic bounce back of the travel sector, as many popular destinations are facing serious pressure from the large influxes they see each summer. Classic examples include Venice, which has had to resort to introducing an entry fee for day-trippers, and Barcelona, where residents have long since called for tighter regulation of the short-term rental market in the city.

Meanwhile, the effects of social media virality have meant that certain destinations and even individual businesses have seen massive increases in their popularity, putting pressure on local infrastructure and changing the fabric of the place entirely. Consider for example the popular old-world bookshop Livraria Lello in Porto, Portugal, which had to begin charging an entrance fee in 2016 after it became a viral sensation online.

Sustainable tourism destinations are therefore usually places that have plenty to offer but tend not to receive as many visitors. They are often historic, beautiful and brimming with things to do, from local culture to nature and wildlife, but not half as popular as their more famous counterparts.

According to a BBC Travel article published in early 2024, sustainable destinations this summer included cities such as Valencia in Spain, Singapore and Belfast in Northern Ireland. The list also features areas of outstanding natural beauty such as the Atlas Mountains in Morocco and Australia’s Southern Great Barrier Reef, as well as the entire nations of Greenland and Panama.

 

How can translation promote sustainable tourism?

It has become impossible for holidaymakers to ignore the issue of overtourism and the need for sustainable alternatives. This year, for example, many visitors to Spain came face to face with angry residents as they took to the streets to protest. As a result, the popularity of sustainable tourism has begun to grow. This is driven not just out of ethical considerations, but practical ones, too – travellers are tired of long queues, rubbing shoulders with strangers on the beach and generally feeling unwanted in certain destinations.

This situation presents a huge opportunity for tourism operators in off-the-beaten track destinations, but one that can only be leveraged through greater visibility and targeted communication strategies. As readers of the blog will know (and indeed anyone familiar with the localisation sector and why it matters), internet users almost invariably search in their native languages, and they are quickly turned off by content that sounds hollow or unconvincing. And so, given that most trips start with a search, good-quality translations and localised, multilingual websites could potentially play a key role in rediverting traffic towards hidden-gem destinations – especially if combined with strategic SEO and perhaps even an AdWords campaign.

Thus, by taking a savvy and considered approach to the translation, localisation and dissemination of their marketing materials, tourism businesses in sustainable destinations could potentially harness the growing appetite for alternative options and help shape wider trends in the sector. Early adopters and pioneers in particular will be well positioned to help build the reputation of their destination and take their share of the proverbial pie ahead of potential competitors.

 

Sustainable tourism to and from the Nordics

Beyond looking to reduce tourist numbers, many destinations are also adopting strategies to attract what they refer to as high-value tourists. Rather than tourists who travel with budget airlines, stay in hostels and primarily spend their time sunbathing or drinking alcohol, high-value travellers are those who spend money on luxury dining, five-star hotels and bespoke experiences. They are attractive because they enable destinations to bring in large amounts of (often essential) tourism revenue while still reducing overall visitor numbers.

These travellers can of course come from all four corners of the world, but according to the International Travel & Health Insurance Journal, the Nordic countries typically represent a gold mine of high-value travellers. This is generally due to the relatively high levels of disposable income that abound in the Nordics. Other factors include the long Nordic winters and generous holiday allowances in these countries, making the Nordic markets a good year-round source of tourism income.

Meanwhile, travel operators in the Nordic Region can also benefit from changing habits as travellers reconsider the sustainability of classic destinations. Especially given that the soaring temperatures experienced recently by southern European destinations are further putting off potential visitors, prompting them to seek out so-called ‘coolcations’ instead. According to a survey in Germany for tourist organization Visit Sweden, two out of five people asked have changed their travel habits due to both the heat and the crowds in southern Europe. This is a trend that has driven foreign overnight stays to rise by 22% in Norway and 11% in Sweden in 2023, and which only looks set to continue in the years to come.

 

Some destinations in the Nordics already making efforts to attract sustainable-minded travellers include:

• Narvik in Norway: A destination in northern Norway that combines mountains and fjords. It is also the end point for the only train line in Europe to start in a capital city and end in the arctic circle! Narvik is a certified Sustainable Destination under Norway’s national labelling scheme for eco-tourism.
• West Sweden: A region blessed with dense forests, mountains and thousands of lakes. A pioneering local initiative promotes climate-smart holidays and also seeks to boost greater integration between residents and visitors.
• Odense in Denmark: The third largest city in Denmark, Odense is brimming with cultural activities and is best known as the birthplace of Hans Christian Andersen. The city actively works to make it easy for visitors to make green choices, and it receives considerably fewer visitors each year than the capital Copenhagen.

 

Start your sustainable journey with Comunica!

At Comunica, we have ample experience in providing translation and localisation services for the tourism industry, and we can help you with everything from choosing the most suitable translation solution for your needs to incorporating SEO. So, whether you’re a tourism operator interested in reaching out to high-value Nordic travellers, or a destination within the region interested in benefiting from the coolcation craze, we can help you create targeted, localised translations that will have your readers packing their bags in no time. Call or email us today for a no-obligation quote and discover how with us, translation can play a role in our transition to a more sustainable society.