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Wednesday, May 27, 2015

Region Focus

Conveying a passion: Translating sports in Brazil

Madalena Sánchez Zampaulo

The Ministry of Tourism plans to provide tourists with multilingual information for each host city, incorporating brochures and maps with top attractions, tourist destinations, and hotel and restaurant information. However, one area in which Brazil has received great criticism is in the restructuring of its airports. Currently, Brazil’s international airports are not expected to be able to accommodate the arrival and domestic travel of the vast numbers of tourists the games are expected to bring to the country. This key element has been a sore spot for those organizing the Cup, and it is one that will continue to receive much attention until the games begin in 2014.

A country known for its tourist destinations, Brazil’s international marketing efforts are considerable. The Ministry of Tourism recognizes that Brazil will be on stage for the world and is in the process of promoting the Cup throughout the world. The planning report from the Ministry noted that for the 2006 World Cup in Germany, 73,000 hours of television transmission promoted the games in 214 countries and territories. The event generated approximately 26 billion spectators, according to the same report. As the games approach, viewers and soccer fans are sure to see more advertisements, both online and on television, promoting Brazil and the Cup’s host cities. One that seems to be most obvious is the need to translate the Ministry of Tourism’s website, which presents information related to the Cup and its host cities. At the time of writing this article, the site appears only in Portuguese, English and Spanish, but perhaps other useful languages to add would be Arabic, Chinese, French and German. . .

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Above excerpt taken from the July/August 2012 issue of MultiLingual published by MultiLingual Computing, Inc., 319 North First Avenue, Suite 2, Sandpoint, Idaho 83864-1495 USA, 208-263-8178, Fax: 208-263-6310. Subscribe

July/August, 2012