ABSTRACT
This chapter discusses how tourism translation has been approached by translators, and how it is valued by the industry today. It examines how advertising relates to translators and the implementation of their skills in Spain. Both tourism and advertising discourse share similarities in that the language aims at being persuasive. A quick glance at a handful of Spanish translating agencies advertising their services via Internet reveals that the types of specialist translation usually offered are technical, scientific, legal, economic, medical, pharmaceutical, or for web pages. An overview of research published on the translation of advertising does not reveal the same level of frustration as in commentaries on the mistranslations abounding in the tourism industry. Occasionally, successful translation businesses give insights into what constitutes good practice in the marketing of products in foreign languages. Localization in the translation of advertising texts is a necessity, rather than an option.
