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Paris 2024: The Olympic Games, a springboard for businesses thanks to translation

Published on 26/07/2024

The Opening Ceremony of the 2024 Olympic Games will be held today, Friday 26 July, marking the start of a major event that is much more than just a sporting event. It is a global celebration that attracts millions of spectatorsathletesjournalists and tourists from around the world.

This year, Paris is hosting this emblematic event, offering a unique opportunity for French companies to capitalise on this international affluence. To maximise economic opportunities, translation plays a crucial role, not only in facilitating communication, but also in opening up new business prospects. Find out how in this article.

Translation: an essential tool for international communication

The Olympic Games bring together participants from over 200 countries, each speaking their own language and bringing their own culture. Translation by native translators is therefore essential to ensure effective and inclusive communication. Here are some of the main fields in which translation is crucial:

Access to information

Spectators, athletes and officials must have access to clear and accurate information in their mother tongue. This includes signage, public announcements, spectator guides and event programmes. In 2021, the Tokyo Olympic Games attracted a global audience of over 3.05 billion viewers. For Paris, effective multilingual communication will be essential to maintain this global commitment.

Media coverage

Journalists from all over the world cover the Olympic Games, and translation means that reports can be broadcast in a variety of languages, reaching a global audience. Social media platforms and official websites must offer multilingual content to engage international fans. This includes real-time updates, athlete interviews and competition results.

Tourism activities and the impact of translation

Tourists visiting Paris for the Olympics are looking to enjoy a wide range of activities in addition to the sporting events. Professional translators play a crucial role in making these activities accessible and enjoyable for everyone.

Accommodation

Hotels, holiday rentals and youth hostels must be prepared to welcome visitors of different nationalities. The translation of accommodation services makes it possible to:

  • Facilitate bookings: Online booking platforms must offer information in several languages to enable international visitors to book their accommodation easily. Sites like Booking.com and Airbnb already use multilingual translations to reach a global audience.
  • Improve the customer experience: Brochures, welcome guides and in-room instructions should be available in several languages so that guests feel comfortable and well informed. For example, safety instructions, breakfast times and information on local services must be clear and understandable to all guests.

Restaurants and gastronomy

Paris is renowned for its exceptional cuisine, and tourists will want to sample this culinary experience. Restaurants and cafés can obtain the following benefits from translation:

  • Menu translation: Offering translated menus enables visitors to understand the dishes on offer and make informed choices. This also reduces misunderstandings and ordering errors.
  • Customer service: Training staff to greet customers in different languages can significantly improve the experience of international customers.

Visits and tourist attractions

Paris's iconic monuments, such as the Eiffel Tower, the Arc de Triomphe and the Louvre, will attract many visitorsTourism translation is essential for: 

  • Tourist guides: Guided tours should be available in several languages so that tourists can fully appreciate the history and culture of the sites they visit. Multilingual audio guides are an excellent way of providing an enriching experience.
  • Informative signs: Information on monuments, museums and exhibitions must be translated to make it accessible to all visitors. This includes descriptions of the works of art, the history of monuments and practical instructions.

Shopping and retail

Tourists like to bring back souvenirs from their trip.  Shops can attract more customers by using:

  • Multilingual signage: Price labels, product descriptions and promotions must be available in several languages. This makes it easier to understand the offers and encourages purchases.    
  • Multilingual staff: Having staff who can speak several languages or using instant translation tools can improve customer service and increase sales.

Benefits for French companies  

The economic impact of the Olympic Games is immense, with billions of euros generated by the tourism, hotel, restaurant and retail sectors. By offering services and information in several languages, companies can attract and satisfy an international customer base.

Clear, understandable communication improves the customer experience, increasing customer satisfaction and loyalty. Companies can also use translation to promote their products and services to an international audience, opening up new markets and business opportunities.

Furthermore, the presence of numerous international delegations and companies in Paris offers unique opportunities for business partnerships. Translation facilitates negotiations and collaboration, enabling companies to forge lasting relationships with foreign partners.

Case studies: translation success at past Olympic Games

The London 2012 Olympic Games

In London, local businesses benefited greatly from the influx of international tourists. Translation efforts made visitors feel welcome and well informed, leading to an increase in tourist spending. Companies that invested in translation projects saw a significant increase in traffic and sales.

The Tokyo 2020 Olympic Games (postponed to 2021)

Despite the challenges posed by the COVID-19 pandemic, the Tokyo Games demonstrated the importance of digital translation. Streaming platforms and social networks played a crucial role in broadcasting multilingual content, reaching a massive global audience. Local companies used language services and specialist translators to adapt their online offerings, attracting international customers even from a distance.

Conclusion

The Paris 2024 Olympic Games represent an exceptional opportunity for French companies to capitalise on the influx of international visitors. Translation plays a key role in facilitating communication, improving the customer experience and opening up new business opportunities. By using the services of translation agencies for their quality translation services, companies can not only attract and satisfy an international clientele, but also strengthen their position in the global marketplace.

The Olympics are not just a celebration of sport, but also a springboard for economic growth and business opportunities. For French companies, it's a unique opportunity to shine on the international stage and benefit from this emblematic global event.

Emeline PADIEU's picture
Emeline PADIEU

Emeline holds a Master's degree in Applied Foreign Languages, specialising in International Management and International Trade Techniques. She completed her end-of-studies internship at AbroadLink Translations and now works there as a sales and marketing assistant

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