A newly published report from VisitBritain* reveals the latest trends in inbound tourism to the UK. According to the data, the Republic of Ireland has solidified its position as the second most valuable origin market in 2023, based on visitor spending.

Therefore, by offering Irish Gaelic language options, the native language of Ireland, in multimedia guides, visitor attractions can tap into this market more effectively and:

1. Enhance the overall visitor experience, leading to positive online and word-of-mouth reviews and recommendations as well as repeat business.
2. Create a more inclusive environment by providing accessible content, helping to make the attraction more welcoming to Irish visitors.
3. Create a unique selling point in the competitive tourism market, therefore attracting more Irish visitors and increase ticket sales opportunities.

Practical Considerations for Implementing Irish Gaelic Language Options

Our Senior Producer, Louise Wainwright, suggests a few practical things to consider when offering any international languages, including Irish Gaelic:

“It’s important to ensure you are providing an accurate and culturally sensitive translation of any international language you choose to incorporate into your multimedia guide or audio tour. Step away from Google Translate! At ATS we work with native speakers at every stage when producing and recording content, to ensure that it is both linguistically correct and culturally appropriate.”

For more information on our translation services take a look at our article: Best Practices for Attracting and Engaging International Audiences.

Louise continues:

“Something else to consider is what type of voice you would like to represent your attraction. It’s a big decision, especially if your guide is going to be in place for several years, you’ll want to get it right. Our Production Team walk all our clients through the voice selection process and discuss options such as formal vs informal, gender balance and the consideration of multiple voices to add variety.”

We discuss finding the perfect voice in our article: Getting the Tone Right: How to Select a Voiceover Artist

Finally, Louise addresses the content and media itself:

“Our multimedia guides have a user-friendly interface that allows visitors to easily switch between languages. We achieve this through intuitive navigation menus and clear language selection options. But once you have your international offering ready you need to make sure global audiences know about it! Don’t forget to promote your language options on your website, social media, adverts and onsite displays.”

By incorporating Irish Gaelic language options into their digital content, UK visitor attractions can significantly enhance their appeal to the Irish market. This investment in language services can yield tangible benefits in terms of increased visitor numbers and improved customer satisfaction leading to positive online reviews.

As the tourism industry continues to evolve, it's essential for attractions to adapt and meet the diverse needs of their visitors.

Our team of experts at ATS can advise on the best way to bring your story to life, in whichever languages you choose. So, get in touch for a chat!

*Source: Card Spending Insights From Visa Inbound Visitors To Britain, August 2024, VisitBritain/Visit England Research.