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MARKETING:   Advertising | Search | Conversions | Copywriting | Analytics | International

International Tourism Marketing

international outbound trips by US residents 202-2018
Overseas Trips by US Residents 2002-2018 (Millions)

The United States is the world's #1 outbound travel market.

To maximize sales of your overseas tourism products to audiences in New England and the USA, you need to have a strong, localized online presence in the New England and other US tourism markets now.

We can give you the inside track in the New England and other US tourism markets with localized website content and direct-response advertising.

Localization and translation of websites and other advertising and promotional materials is a key strategy for success in international markets, especially when you‘re selling products or services:

  1. to precisely-targeted market segments, and/or
  2. for which customer relationship management is important.

Your website is a 24-hour-a-day salesperson for the services you're offering. It must be able to explain your offerings to cross-border prospects, and convince them to buy from you instead of one of your many competitors. To be effective, localization needs to be undertaken in close coordination with marketers "on the ground" in the target location.

ACRO Global can provide expert localization of your international website for the New England and US markets.

Localization and branding

  • Products/services are branded for differentiation from competitors.
  • Copy, images and colors create the brand.
  • No one single choice of copy, images and colors is universally optimal; American cultural preferences must be recognized and accommodated.

Cultural considerations


ACRO Global localization overcomes cultural differences
  • Local models and surroundings in images are viewed much more favorably than non-native models and surroundings.
  • Navigation conventions differ from market to market e.g., should the "NEXT" arrow point to the right or to the left?

legal wrangleLegal considerations

  • Tax laws differ among markets.
  • Each country has its own laws with regard to marketing, advertising, credit, etc.

Standards considerations

  • Half of the orders placed with U.S. e-commerce sites go unfilled as a result of order-processing failures (payment methods, currency conversions, or fulfillment problems)
  • Date and time conventions vary.
  • Payment methods vary.
  • Currency exchange rates are ever-changing.
  • Differing moral standards affect the acceptability of content and advertising.
  • The USA does not use the metric system to express weights, sizes or distances.

Linguistic considerations

woman talking
  • There are significant common-usage and idiomatic differences among English as spoken in the USA and English as spoken in the UK, Ireland, Canada, India and elsewhere.
  • Idioms and metaphors have to be rephrased to make sense in the target culture. This is true both in general, and as specific to the tourism industry: an American’s “housekeeping unit” is a Brit's “self-catering accommodation.”
man not comprehending
30 days 100% money back guarantee

Risk-free 30-day trial: if after one month you're not totally satisfied, we’ll return all fees you’ve paid to us.

If you already have an idea for a marketing project you'd like to pursue, please tell us about it using our simple Request for Proposal form.

Blog Posts About International Tourism Marketing by David H. Boggs

David Boggs

Or, if you have questions about International Marketing or Localization that we haven't answered:
Please use the form below to send them to me, and I'll get back to you shortly. Please complete all 3 form fields - thanks!  - David

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