Translation of a travel brochure? Seems easy…

The translation of a travel brochure should be clear but not precise

There’s a very thin line separating a good translation of a travel brochure from an excellent one – and we often risk crossing it for various reasons ranging from ambiguity to pressing deadlines or simple laziness. What do I mean? The difference between a clear text and one that’s word perfect. That’s why I always say that we have to use fresh, lively language in travel brochures which is, obviously, detailed without being bureaucratic. Let’s look at how we can do this with some practical examples taken from our translation experience.

Nouns and verbs in the translation of a brochure

Every translator has been faced with the “to be” or “not to be” type of doubt at some time and although it may seem incomprehensible to many, it may help to solve a few critical points, for example, nouns or verbs? This is because the translation of a travel brochure can be something more than a list of features, even if your tour operator has written the text as though it was a shopping list.

If we want to avoid long lists of features, it’s better to turn nouns, or what they stand for, into verbs, verbs which stimulate a reaction or, please excuse the marketing, a call to action.

  • The original text says, “Place X has a swimming pool.”
    Can I say something more than “There is a swimming pool”? Certainly. I can be more creative in my translation, saying something like “Relax in the swimming pool” thus transmitting the idea of tranquillity, rest and well-being.
  • The original text says that this tourist destination offers visitors a secluded environment.
    But would I say “…offers a secluded environment”? Instead, I can translate it as “Enjoy this privacy-friendly location” without over exaggerating and, in this way, I’ll have passed on the idea in a friendly way without “offering” but “inviting” potential guests to share something beautiful.
  • The original text says that the hotel’s prices include Service X and Service Y. Is there another way of saying the prices include X and Y? Of course, I can be more creative in my translation and say “Feel free to browse our product range from X to Y…,  etc., leaving the reader with a sense of freedom.
  • The original text says that Beach X has the original attraction Y
    Can I avoid translating something that looks like “X has the original Y”? Yes, I can make it more imaginative (but not incorrect) using “discover the unique Y in X” stimulating my reader to discover this attraction, stressing its unique nature.

Moral – you need to focus on flashes and invite the reader/tourist to do something.

translation of a travel brochure - Opitrad

Translation of a travel brochure Opitrad-style

Every year, Opitrad translates dozens of words for brochures commissioned by tour operators and private structures. We can truly say that translations for the tourism sector are our … landmark

By | 2019-02-19T21:14:46+01:00 November 6th, 2018|Tourism|