Are tourist website translations trending towards localization or culturalization?

ABSTRACT The use of websites has largely influenced the image that touristic towns portray of themselves as well as the way that they communicate. This article focuses on certain website features and their translations within the field of tourism. First we will engage in a theoretical study of the specifics of touristic discourse followed by an analysis of the websites for three different sized major cities: London, Paris and Ljubljana. On the one hand, we will question the translation strategies employed (adaptation, localization and culturalization) when translating tourist websites, while on the other, we will analyze the (inter)cultural factors that govern the need to adapt these sites to their visitors.