Tourism is a global activity. With few exceptions everyone in the world travels. International arrivals are a fact of life and for many countries, foreign visitors’ expenditures constitute their number one revenue stream. In today’s interconnected world one can communicate with thousands if not millions of people in far away lands via the Internet. Many DMO websites contain information in various languages. But is this content just a translation or is it culturally relevant?Marketing internationally requires cultural sensitivity. There are many examples of faux pas committed by marketers targeting foreign customers. A famous one in the auto industry is the legend of the Chevy Nova. Nova in Spanish means “it doesn’t go,” so when it was marketed in Latin America as the Chevy Nova it became a joke. You also need to remember one of marketing’s most important lessons: know your customer.
If you have or will have content in a foreign language on your marketing materials, be it off or online, make sure it’s reviewed by people who understand the target culture very well. While Spaniards may be attracted to wide open spaces and activities like rafting and heli-skiing, Mexicans may not. So don’t waste valuable resources marketing something your target market is not interested in. While Japanese may be love Anne of Green Gables, Argentinians may not have even heard of this famous Canadian character. Germans may want to spend a few days in a First Nations reserve, but Peruvians probably may not. Language translation is not enough for effective marketing. Get to know your prospective guests and market to them in their culture, not just their language. Also remember that within any country there are many consumer segments, just as there are in yours, and market accordingly.
Cheers,
Jaime
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