Many tourism businesses and organizations in North America prioritize English in their online presence, and for good reason. It’s the most widely spoken language in Canada and the United States. However, overlooking French can mean missing out on a key part of your potential audience. Whether you welcome international visitors or primarily serve a local clientele, offering your content in both English and French is no longer just a nice-to-have: it’s a strategic advantage. Here’s why translating your tourism website into French is crucial for growth and visibility, even in an English-dominated market.
1. The Francophone Market: A Broader Audience Than You Might Think
When we think of dominant languages in North America, English comes to mind first, of course. But limiting your website to just one language means cutting yourself off from a significant portion of the market. French is spoken by over 10 million people in Canada, including almost the entire population of Quebec, as well as a large part of Eastern Ontario and New Brunswick. On top of that, there’s the international Francophone tourist base, particularly from France (Canada’s third-largest overseas market and first non-english-speaking market in 2023 with over 618,000 visitors), Belgium, Switzerland, North and West Africa, and the Caribbean.
In other words, translating your website into French isn’t just about adapting to local Canadian realities—it’s about tapping into a global network of potential visitors.
2. A Better User Experience
Imagine a traveler planning their vacation. They speak only French, or have limited English skills. Francophones in Canada, France, or Belgium will not type “whale watching tour Vancouver” in Google: they’ll search “croisière baleines Vancouver.” If your site isn’t available in French, you’re simply invisible in those results. When they land on your site to book an activity or a place to stay, if your site isn’t translated, they’ll have to either use automated translation tools (often inaccurate), or leave your site altogether to find a more understandable alternative.
Clear, relevant content tailored to their native language not only helps them better understand what you offer, it also builds trust. This is especially important for key pages like your homepage, booking information, descriptions of activities, and your blog. Clarity leads to conversion. A translated website helps remove friction from the decision-making process.
3. A Matter of Credibility (and Professionalism)
Offering a multilingual website also sends a strong message: you care about making your services accessible, you adapt to your audience, and you value linguistic diversity. In an industry where brand image is everything, that kind of positioning boosts your credibility. Plus, by offering a bilingual website, you immediately stand out in the crowd. You show that you understand the importance of communication and that you’re ready to serve a wider clientele.
Conversely, a site that is English-only can be seen as a barrier or a lack of effort for part of your audience. Especially in an officially bilingual country like Canada.
4. AEO: The Next Level of SEO
AI-powered search tools like ChatGPT, Perplexity, and Google SGE are playing a growing role in how people find information. To show up in their results, your content must be relevant, well-structured, localized, and multilingual. This is called Answer Engine Optimization (AEO), or Generative Engine Optimization (GEO).
Translating your site into French helps you rank not only on traditional search engines like Google and Bing, but also in AI-generated responses when users search in French for queries like: “Quoi faire à Whitehorse en hiver” or “Randonnée en Alberta”
5. Translation Is an Investment, Not an Expense
Some businesses hesitate to translate their website because they see it as an unnecessary cost. But the reality is that translation is an investment in visibility, credibility, and ultimately, revenue. It’s a one-time effort that can deliver long-term benefits, especially when combined with a solid SEO strategy and a focus on high-quality content, with tangible returns such as:
- Stronger customer loyalty
- Increased traffic from Francophone markets
- Higher visitor conversion rates
- Lower bounce rates
- Improved search engine visibility (SEO)
Whether you run a small business, manage a destination, or promote a tourism product, multilingual content is one of the most effective ways to grow your reach and increase your impact.
Conclusion: Don’t Let Language Become a Barrier
English may be dominant in North America, but ignoring French means turning your back on millions of potential travelers. Translating your tourism website into French is a smart move that reflects cultural awareness, business acumen, and a true commitment to hospitality.
Need help translating your content or creating blog articles tailored to the French-speaking audience? I’d be happy to help. Get in touch, and let’s talk about how to make your message travel.