A REVIEW OF EVOLUTION OF TRANSLATION AND TOURISM MARKETING (2016-2025)
Authors: Anthonia Adaobi Ekuerhare & Irene Elohor Efeakpor
Publication Details
Published: July 28, 2026
Reference: Volume 9, Issue 2
Abstract
Tourism marketing has become increasingly multilingual as destinations compete for international audiences in a globalized and digital world. This review article examines the evolution of translation and linguistic strategies in tourism marketing, highlighting how translation functions not merely as a transfer of information but as an act of cultural mediation and persuasive communication. Drawing on empirical studies, the review shows that effective tourism translation requires cultural adaptation, transcreation of slogans, creative handling of figurative language, storytelling, and the adoption of inclusive and sustainability-oriented discourse. The study also explores the impact of digital transformation, particularly the role of machine translation, social media, and multimodal communication, while emphasizing the continued need for human creativity and cultural expertise. Case studies from Saudi Arabia, Europe, Uzbekistan, Italy, and Australia illustrate both successes where translation enhanced authenticity and branding and failures where overreliance on technology or undervaluation of translators weakened campaigns. The findings highlight persistent challenges, including cultural misrepresentation, loss of authenticity, and training gaps, but also point to promising future directions such as AI–human collaboration, professionalization of tourism translation, and interdisciplinary training. The review concludes with four major recommendations: investing in professional and creative translation, strengthening translator training, adopting inclusive and sustainable narratives, and balancing technological tools with human expertise.
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How to Cite
Anthonia Adaobi Ekuerhare & Irene Elohor Efeakpor. (2026). A REVIEW OF EVOLUTION OF TRANSLATION AND TOURISM MARKETING (2016-2025). ABIA JOURNAL OF HUMANITIES , Volume 9 (2) .