TRANSLATE THE POTENTIAL

26 million tourists visit the UK each year, with over 21 million coming from mainland Europe. Even though a reasonable proportion of these tourists will have an understanding of conversational English, only a small percentage of them are fluent enough to feel completely at ease in an English language environment.

When conducting research, 99% of foreign tourists will search the internet in their own native language; they will then prefer to fly with their own national airlines, stay in hotels that have multilingual desk staff and will enjoy the tourist attractions more where guide books are supplied in their native language.

It is a documented fact that foreign tourists are four times more likely to buy books and souvenir brochures if they are written in their native tongue, and will enjoy an experience more if venue information is presented to them in their own language. Foreign tourists, presented with interesting and informative material, written in their own language, feel more welcome and more valued. This enhanced experience generates a higher customer satisfaction level amongst foreign tourists who are then more than willing to recommend the hotel, attraction or venue to others on their return.

A multilingual souvenir guide or information booklet becomes a marketing tool when passed on to friends and family in different countries. This increases awareness of the venue to the new reader, who may then wish to visit that attraction / hotel when they come to the UK.