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How to translate the pandemic into new opportunities for your travel business

The COVID-19 pandemic has hit Australia’s travel and tourism industry hard, just as it has tourism markets across the globe.


So what can your business do to turn the pandemic into new opportunities? Below, we’ll look at the value of using a translation company to reach out to new markets and consider how document translation services could be your springboard to enhanced service provision. 



What impact has the pandemic had on travel and tourism in Australia?

The pandemic has impacted almost every area of daily life and knocked entire industries out of kilter, with travel and tourism being one of the most affected.

What do travel and tourism mean? Ofer Tirosh, CEO of translation company Tomedes, works regularly with Australian translation clients. He explains that travel and tourism are about so much more than big-name hotel chains and major airlines - it's an industry that includes everyone from the translation company that works on marketing materials for travel businesses to independent retailers relying on tourist footfall to sell their goods. Plus everyone in between.  

From a national standpoint, tourism accounted for 3.1% of Australia’s GDP in 2018/19, as well as 8.2% of export earnings. That equates to an annual economic value of AU$60.8 billion.

In terms of visitor numbers, international arrivals for the year ending June 2020 were down by 28%, at 6.7 million visitors (compared to 9.3 million the year before).


Using a translation company to court new markets 

Those are some pretty sobering statistics. However, the pandemic has also given many travel and tourism businesses the chance to step back and reassess their services. This provides an opportunity to think carefully about which international markets you want to court and how document translation services can help you to do so. 

Using a translation company can open up entire new markets to your business. How much does it cost to translate a document? That depends on the language pairing you need and the size and complexity of the document. To consider which languages you might need, it’s worth looking at Australia’s inbound visitor numbers from different countries. For the year ending June 2020, the top ten largest markets in terms of visitor numbers were:

  • New Zealand – 1,028,400 visitor arrivals
  • China – 899,800 visitor arrivals
  • USA – 581,400 visitor arrivals
  • UK – 562,200 visitor arrivals
  • Japan – 375,300 visitor arrivals
  • Singapore – 315,700 visitor arrivals
  • India – 284,700 visitor arrivals
  • Malaysia – 258,700 visitor arrivals
  • Hong Kong – 227,500 visitor arrivals
  • South Korea – 192,300 visitor arrivals

Information like this is key to understanding which document translation services will be best for opening up new opportunities for your business. However, before you dash out to Google English to Mandarin translation service, you’ll need to look at the distribution of those visitors’ destinations within Australia too. Which nationalities frequent the area where your travel and tourism business is based? You’ll need to understand those local patterns in order to identify the best way to use a translation company to court new markets. 


Time to review and upgrade your offering through document translation 

Connecting with international visitors is a dual-pronged task. First, you have the opportunity to use document translation for things like brochures. Your website will also need to be translated and localized for the audience you’re targeting. These are marketing materials that you can use to attract visitors to Australia in the first place. 

Secondly, you can also use translation to provide a superior service once they’re there. Little touches in visitors’ native tongues can do much to ensure they feel really welcome and at ease when interacting with your business. 

You also have the opportunity to use a translation company to better understand your visitors’ needs.

Say, for example, you’re seeking to attract visitors from China to use your travel and tourism business’ services. Why not ask your Mandarin translator to undertake a bit of research into what Chinese tourists look for from their holidays?

The more you can understand your customers’ needs, the better the service you can provide to them. Having a translation company help with this task means that you can access a wealth of research in the target audience’s own language that would otherwise be closed off to you. 


The pandemic has provided the time to look into accessing new markets in these ways. If you plan to make the most of your research in 2021 and court new customers, be sure to use a decent translation company to help you do so.

Google document translation services Brisbane or document translation services Sydney to find some likely candidates, then vet the translation companies that you’re considering fully, to ensure that your travel and tourism business has access to accurate, reliable and affordable translation services that can help it to make the most of the opportunities that the pandemic has created. 


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Published: 17 December 2020

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