Lost in translation: How language quietly shapes where we travel
TravelArticleJune 30, 2026
Safety, cost and climate dominate travel planning – but research from Zurich Insurance Group suggests language quietly steers more decisions than many travelers realize.
Not all borders appear on maps. Some quietly shape where people choose to travel. Language is one of them.
It might happen in a crowded stadium, trying to follow announcements you can’t quite understand as the crowd starts to move. Or at a pharmacy counter, trying to explain a problem in a language that suddenly feels far more important than expected. In those moments, the reality of travel becomes clear: crossing a border is easy; navigating what comes after can be harder.
The invisible filter
When travelers plan a trip, familiar factors usually guide their decisions. Safety, cost, climate and attractions dominate the conversation. Yet communication quietly shapes those decisions as well.
Roughly one in three travelers say language and ease of communication influence where they choose to travel for leisure. The pattern appears across all eight markets surveyed but is most pronounced in in the UK, followed by Singapore, Mexico, and Brazil.
Language may not rank as highly as safety or cost, but its consistent presence suggests it shapes choices more than many people openly acknowledge. A similar proportion of American travelers intentionally choose destinations where English is widely spoken, with China, Japan and South Korea considered the most linguistically intimidating destinations.
Beyond booking flights and accommodation, travelers must navigate unfamiliar systems – reading transit maps, asking for directions or explaining a problem. When communication breaks down, even routine tasks can become stressful.
That uncertainty can influence destination choices, with travelers gravitating toward places where communication feels easier. Nearly half (44 percent) of travelers say language barriers discourage them from considering certain trips altogether.
Bridging the language gap
The influence of language varies across travelers. Younger travelers often lean on translation apps and navigation tools and may feel more comfortable in unfamiliar linguistic environments. Others place greater value on predictability and reassurance, particularly when they travel internationally less often.
The travel industry is responding to this shift. Tourism boards, airlines and hospitality providers are investing in multilingual signage, translated information and digital tools designed to help international visitors navigate local infrastructure.
For instance, Japan, which welcomed a record 36.9 million tourists in 2024, has responded by rolling out multilingual signage, digital translation tools and language support across hotels, transport networks and tourist attractions. LVMH has introduced Mandarin-speaking staff in New York stores in response to Chinese visitor demand, while Harrods offers Arabic-speaking personal shoppers tailored to Middle Eastern clients.
These efforts don’t just improve convenience – they help travelers feel confident enough to explore unfamiliar places.
When things go wrong, words matter most
Yet travel rarely unfolds exactly as planned – and that is when communication becomes even more important.
Travel disruptions are common: flights are delayed, luggage is misplaced, connections are missed. Travelers also worry about more serious incidents, including medical emergencies, cybercrime or theft. In 2025, four in five business travelers (80 percent) experienced disruption and more than half (53 percent) encountered incidents or emergencies abroad.
When unexpected situations arise, the ability to communicate clearly can make resolving problems faster and far less stressful. This is where assistance and protection services – including travel – play a practical role. Financial reimbursement is only part of the support. Travelers often rely on assistance teams and apps to guide them through unfamiliar systems and coordinate help locally. In those moments, clear communication can be just as important as the coverage itself.
Communication challenges rarely prevent travel altogether. Millions of people visit destinations every year without speaking the local language. Tourism has always crossed linguistic and cultural boundaries. As international travel continues to grow, discussions within the industry often focus on infrastructure, connectivity and emerging destinations. But how people feel when they travel matters too.
Sometimes the real border is not the one you cross at the airport – it’s the moment when the words around you stop making sense.
Based on a survey of 4,000 international business travelers across eight markets (United Kingdom, United States, Australia, Canada, Brazil, Mexico, Germany, and Singapore) conducted by Opinium Research (December 19, 2025 – January 5, 2026). Respondents were asked to select up to five factors that most influence the selection of the destination when travelling for leisure.
