Why translation and languages matter at FITUR for successful international tourism negotiations

 

FITUR, the tourism fair that connects the world

  FITUR (Feria Internacional de Turismo, the international tourism trade fair) is one of the most important events in the tourism industry, and every year it attracts thousands of professionals, companies and destinations from all over the world. At its most recent edition, FITUR brought together more than 255,000 participants, including 140,000 professionals and more than 11,000 companies from 130 countries (source: FITUR).   At an event of this scale, intercultural communication plays a fundamental role. Language and its accurate translation can be decisive for the effectiveness of negotiations and for a company’s global reach. In an environment as diverse and competitive as FITUR, companies that prepare to interact in several languages have a significant advantage over those that do not.   This article looks at how translating materials, preparing staff and linguistic adaptation can make the difference to successful negotiations and to widening the international reach of a tourism brand or destination. We will also present interesting facts and statistics that reinforce the idea that language is one of the keys to success at FITUR and in the tourism sector in general.

FITUR: a global meeting point for tourism opportunities

  FITUR is not just a local or regional event but a global meeting point for the tourism industry. It is held annually in Madrid and its relevance extends across the planet. With more than 140 participating countries, FITUR has become a showcase for the global tourism offer, allowing companies from every corner of the world to present their products and close agreements with companies and governments from other countries.  

Interesting facts about FITUR:

• In its coming edition 2024, FITUR is expected to attract more than 120,000 tourism professionals (source: FITUR)).
• The fair is organised into several segments such as FITUR Know-How & Export, FITUR MICE (meetings and events tourism), FITUR Wellness and FITUR Green, which allows for specialisation within the industry.
• The presence of international exhibitors is notable, with countries such as Italy, Mexico, Brazil, Japan, China and the United Arab Emirates showcasing their destinations.

  With such a diverse audience, the ability to communicate effectively in several languages is essential. Exhibitors who master the languages of their potential clients have a clear advantage in terms of emotional connection and trust, two crucial elements when closing commercial agreements in the tourism sector.  

How language influences international tourism negotiations

  The tourism industry is inherently international, and FITUR reflects that globalisation perfectly. Every year, thousands of companies take part in the fair with the aim of expanding their international reach. The language barrier, however, can be a significant obstacle if multilingual negotiationsare not handled properly.  

Key statistics on the impact of language in negotiations:

• According to a report by Common Sense Advisory, 75% of consumers are more likely to buy products or services if the information is available in their native language (source: Common Sense Advisory)).
• A study by CSA Research indicates that companies investing in the translation of their commercial materials are 47% more likely to increase their international revenue (source: CSA Research)).

  Language not only makes the product easier to understand, it also conveys respect and care for the culture of the client. At a fair such as FITUR, this matters even more. Tourists and industry professionals greatly value a brand’s willingness to speak their language and adapt to their needs.  

Preparing staff for the fair: beyond translating materials

  While translating promotional materials is fundamental, preparing the staff who represent you also plays a crucial role in successful negotiations. Translating brochures and websites is not enough; sales and customer service teams need to be trained to communicate effectively in several languages, particularly English, French, German, Italian, Portuguese, Arabic and Chinese, some of the most widely spoken languages at FITUR.  

Studies on language training for staff:

• A study by Gartner notes that companies investing in language training for their staff are 20% more successful at closing international deals (source: Gartner)).
• A report by Euromonitor International highlights that companies with a multilingual workforce achieve greater retention of international clients and are more likely to maintain long-term business relationships (source: Euromonitor)).

  Your team’s ability to communicate confidently and without language barriers has a direct impact on how potential clients perceive the company. It can be a decisive factor when choosing a destination, a holiday package or a tourism services provider.  

Translating materials and multilingual optimisation at FITUR

  As well as language training for staff, translating materials is one of the main tools for improving the reach and effectiveness of taking part in FITUR. From brochures and presentations to websites and social media content, every piece of communication has to be adapted to the languages of the markets you want to reach.  

Data on the importance of translating materials:

• According to CSA Research, companies that translate their content and promotional materials can increase their international reach significantly 45% (source: CSA Research)).
• A full 92% of tourists prefer to receive travel information in their native language (source: European Commission)).

  Beyond literal translation, it is important to consider the localisation of content, which means adapting images, colours, cultural references and even the tone of communication so that it resonates effectively in each market. Localising your marketing material and brand communication can be decisive in attracting a wider, more diverse audience.  

The future of tourism and multilingual communication: business opportunities worldwide

  FITUR is not only a platform for exchanging information but also for projecting the future of global tourism. Digitalisation and new technologies are transforming how tourists interact with companies. One persistent challenge, however, remains effective communication between different cultures and languages.   With tourism growing in markets such as Asia, Africa and Latin America, it is essential that companies adapt to the new language demands of those markets. Machine translation and artificial intelligence tools are advancing rapidly, but the human touch remains crucial when it comes to closing complex negotiations and building lasting business relationships.  

Preparing for success at FITUR through translation and linguistic adaptation

  FITUR is an invaluable platform for any tourism company that wants to widen its international presence and close good deals. However, language plays a crucial role in the success of any commercial strategy. Translating materials, language training for the staff who represent you and cultural adaptation are essential if you want to stand out at the fair and make the most of the opportunities it offers. If your company is looking to widen its reach and succeed at FITUR or at any other international event, communication must not be a barrier. At ALOS soluciones lingüísticaswe offer professional translation services for promotional materials and language training for the tourism sector, adapted to international markets. If you are interested in translating your brochures and presentations or in improving your team’s language skills to approach potential new markets, do not hesitate to get in touch with us. Our team of experts in translation and multilingual communication is ready to help you take your business to a global audience. Click the link below to find out more and start your project with us.