Welsh tourism is set to skyrocket in 2016 as Wales is now an ever more popular destination for tourists. But how popular is Wales and why?
2014 hosted 932,000 international visitors, spending a huge £368 million whilst they were here. 111,000 visitors hailed from France and 92,000 travelled over from Germany. These figures show a steady increase from 2010 when only 637,000 Europeans decided to pay us a visit.
New marketing initiative for German tourists
2016 will see more German natives, as a new marketing initiative was put in place to attract Welsh tourism. Cinemas across Munich and Berlin showed a minute-long advert titled ‘Das ist Wales’ (This is Wales). This was part of the Welsh Government’s Year of Adventure campaign. Print advertisements were also distributed along with a digital campaign to increase German tourism.
Deputy Minister of Culture, Sport and Welsh Tourism, Ken Skates, says that the main aim of the initiative is to “position Wales as a leading destination for outdoor adventure». He also added that the use of «iconic destinations to inspire people to explore what our country has” will be advantageous.
Huge increase in cruise ship holiday makers
Furthermore, the creation of a docking point in Holyhead was also recently announced. 30 ships are already scheduled to dock in the port. This will be a huge increase in the total number of vessels that anchored in Anglesey last year. Planned visits include ones from Mein Schiff 1 and 5 and the Caribbean Princess, which can carry up to 3,000 passengers. Research shows that those who embark on cruise ship holidays tend to be big spenders. Therefore, translation will be an important factor in increasing Welsh tourism.
A spokesperson for the Welsh Government notes that Cruise Wales has “delivered a German Ambassador course to provide German speaking guide provision”. It was added that “the German Language provision is already delivering results”. This has resulted in an increase in the number of German calls to Wales. This will also deliver an additional £1 million worth of cruise business and be a huge boost for Welsh tourism.
Swansea offers lucrative investment opportunities
As this is where our headquarters are based, we couldn’t mention the crawling, sprawling town by the side of a long and splendid curving shore. This sea-town is our world.
Swansea is not the capital of Wales, but as the football team has endured great success in the Premier League and even reaching the Europa League, investing in Swansea has never been more lucrative. With two Swansea-based universities – one of which with a new £450m campus on the bay – there is a skilled workforce that wants to remain in the beautiful city which is being transformed and may be home to the world’s first Tidal Lagoon, a project estimated to cost £1.3bn in total.
The city contains one of the most beautiful beaches in the world, small villages like Mumbles, a vibrant city centre with leisure activities, an award-winning nightlife and has the benefit of the countryside through the protected and beautiful Gower. While all this is topped off by heavy investment from the EU for the Swansea University bay campus, plans for a beachside arena, another tower alongside Meridian Tower, state-of-the-art IMAX cinema and a pedestrian-friendly city centre; Swansea is, quite frankly, the place to be.
Translation & Tourism Revenue
A recent study was also undertaken stating 90% of those that use the internet said that they will always choose to visit a website in their native language rather than in English. In addition to this, only 53% of people would accept to use an English version of a website if it was not available in their own language. Due to this, translating media and marketing material will greatly help a business to excel within the tourism market.
Business owners commonly make the mistake of believing that as long as they have an English-speaking web presence, they’ve done enough to promote their business. However, the assumption that everyone ‘speaks a little bit of English’ is a very dangerous one.
Go the extra mile and have your email marketing content professionally translated into German. This does not only show respect towards your potential clients, it also breaks down the barriers and makes people more likely to buy from you.
For travel companies with only a small marketing budget, a post-edited machine translation could be the right choice as it’s a very fast, low-cost translation service.
As a global company with a wide-reaching presence you want to make sure that your marketing strategy is consistent and your money is wisely spent. One important aspect of saving money is using translation technology, specifically translation memory.
Article written by Cydnie Hunter-Wilkinson