The document discusses language and cultural barriers faced by international travelers in the United States. It notes that millions of travelers arrive each month speaking little to no English. It then provides examples of both the opportunities and challenges of engaging foreign language speakers, such as the need for cultural sensitivity to avoid unintended meanings in translations. The document advocates breaking down barriers through multilingual communications and storytelling to help travelers from other cultures feel more welcome and help businesses expand their markets.

1. SERVING THE WORLD – LANGUAGE AND CULTURAL BARRIERS @audioconexus

2. We break down language and cultural barriers because your stories are worth telling

3. The most prolific language speaker on record was recorded as Emil Krebs (1867–1930), a German who mastered 68 languages and studied a further 120.

4. hired The most prolific language speaker on record was recorded as Emil Krebs (1867–1930), a German who mastered 68 languages and studied a further 120. We all wish we could hire emilkrebs “But it ain’tgonna happen”

5. Millions of international travelers arrive in the United States every month looking for things to see and do.

6. Millions of international travelers arrive in the United States every month looking for things to do and see. With many travelers speaking little or no English at all

7. LANGUAGES “A traveler’s “whole trip will be changed” when his or her scope of communication expands beyond “the taxi driver and the guest house owner,” with or without a linguistic leg up from a device.” Lonely Planet U.S. Travel Editor Robert Reid

8. Announced that 2010 saw: 59.8 million international travelers spending $134.4 billion, +10% over the same period in 2009

9. Japan +16% Italy +11% China +55% South Korea +49% France +11% Germany +2% Brazil +34% Mexico +2% SNAPSHOT: International visitation growth from key foreign language markets in 2010

10. International Visitors to the U.S. and Projections Arrivals in Millions U.S. Department of Commerce, ITA, Office of Travel & Tourism Industries; Secretaria de Turismo (Mexico); Statistics Canada. Forecast: October 2010.

11. The biggest demographic trend of the 21st century is the growth of the Hispanic Market

12. The biggest demographic trend of the 21st century is the growth of the Hispanic Market 16% of the U.S. population today (nearly 50 million)

13. The biggest demographic trend of the 21st century is the growth of the Hispanic Market 16% of the U.S. population today (nearly 50 million) 64% of Hispanics more likely to purchase if advertised in Spanish 78% of Hispanics want to be marketed to as Hispanics

14. LESSON 101 People who speak English as a second language may not clearly understand what you are saying (and)

15. Let’s face it... This is never going to happen Harbor Tours

16. Or this: Bob studies the Spanish Language Script for the 2 hour tour

17. ARE WE ANGLOCENTRIC? "If you understand English, press 1. If you do not understand English, press 2."

18. ARE WE ANGLCENTRIC? "If you understand English, press 1. If you do not understand English, press 2." Hacker

19. COMPLEXITY OF LANGUAGE

20. COMPLEXITY OF LANGUAGE It’s about what you say and “how you say it”

21. COMPLEXITY OF LANGUAGE “You are invited to take advantage of the chambermaid.” A sign in a Japanese hotel.

22. COMPLEXITY OF LANGUAGE “You are invited to take advantage of the chambermaid.” A sign in a Japanese hotel. So what are the options?

23. Harness the power of storytelling to drive strategic growth. We

24. Harness the power of storytelling to drive strategic growth. We BUT REMEMBER

25. Cultural Sensitivity Coors had its slogan, "Turn it loose," translated into Spanish, where it became "Suffer from diarrhoea."

26. So what is multilingual tour entertainment?

31. YOU YOUR MARKET

32. YOU YOUR MARKET YOUR COMPETITION

33. YOU } { BREAKING DOWN language barriers

34. YOU YOUR COMPETITION

35. DIFFERENTIATE YOU

36. BECAUSE

37. we are hard-wired to notice difference rather than sameness

38. so YOU

39. so YOU

40. Storytelling is the essence of the human experience

41. Storytelling is the essence of the human experience

42. “When Capital Cruises provided us with a taste of the experience in Korean on their vessel during a recent familiarization tour, we immediately recognized the value it brings our guests.” Park, Ji-Young, HanaTour Service Inc.

43. Receptive Operators Themed Tours YOU

44. RECAP Culture Matters So Does Cultural Sensitivity Tourism Growth Tap into Foreign Language Markets Differentiate Stand Out From the Crowd Break Down Language Barriers = + Market Share and Revenue

46. THANKS! AudioConexus Inc. www.audioconexus.com @audioconexus

47. CREDITS WEBSITES FLICKR.COM WIKIMEDIA.COM ISTOCKPHOTO.COM VIDEO YouTube/Language Barrier/Berlitz QUOTES Slide 7 - Quote from Lonely Planet U.S. Travel Editor Robert Reid Slide 35 – Fritz Perls, Psychiatrist and Psychotherapist THANKS A Special Thanks to the Passenger Vessel Association for inviting us to participate and lead a roundtable discussion on “Serving the World – Language and Cultural Barriers” PVA Annual Convention at MariTrends 2011 in St. Louis, Missouri PHOTOS Flickr/Cultural understanding/Frereike Van Bree Flickr/Foreign Language/Rudolf Ammann Wikipedia/Emil Krebs/Wikimedia Commons Flickr/Posing in front of the Cube/Michael Mulvey Flickr/Playmobils of the World/fdecomite Flickr/Brasshouse Language Centre - Sheepcote Street - sign - formerly the South Staffordshire Waterworks Co/Ell Brown Flickr/Interpretation/DaquellaManera Flickr/We speak your language/Slater Gordon Flickr/Hours and languages/David Patrick Flickr/Hispanic Day Parade 2010/Jose Oquendo Flickr/thank you note for every language/ woodley wonderworks Flickr/Chicago Architecture Foundation River Cruise Tour Map/Clair H Flickr/Perplexed Pat/Zinalorac Flickr/please open door slowly/Bruce Turner Flickr/Tiger/Keith Roper

48. “The universe is made up of stories. Not atoms.” Muriel Rukeyser, American Poet and Political Activist