January 21, 2014 09:00 ET

Australian Tourism Data Warehouse Partners with SDL to Increase Chinese Visitors

Chinese tourists to receive contextual information in local languages to raise awareness of Australia as a holiday destination

SYDNEY, AUSTRALIA--(Marketwired - Jan. 21, 2014) - SDL (LSE:SDL), who were appointed by the Australian Tourism Data Warehouse (ATDW) in July last year, has recently completed a project to translate content for the lucrative Chinese tourism market. ATDW is the national platform for digital tourism information on Australia, providing over 35,000 tourism listings in 10 product categories to global tour operators, tourism retailers, wholesalers and distributors.

To improve the customer experience for Chinese visitors and increase tourism revenue from China, the Australian Government announced a plan to translate the national tourism database managed by ATDW into two Chinese languages (Simplified Chinese and Traditional Chinese). This involved the translation of over 5 million words to the highest quality standards in a very short timescale. Additionally, ATDW required its translation partner to integrate with its technology platform to automate the entire translation workflow and accelerate time-to-market. Following a global tender process and a stringent assessment of translation quality, process and technology, SDL was chosen for its proven track record of delivering superior quality multilingual content.

The integrated SDL language services and technology solution for ATDW includes content translation in up to 10 languages, the implementation of proven quality assurance processes and the use of translation management software SDL Translation Management System® to automate the translation workflow. Since the start of the project, SDL has translated 4.2 million words from English to Chinese (both Simplified and Traditional). This translated content has been distributed to ATDW's partner network for immediate use.

"We are delighted to partner with SDL to deliver rich, relevant information for our Chinese customers" said Jason Ward, Operations Manager at ATDW. "As well as providing high quality translations, SDL helps us to shorten time-to-market by automating and integrating the translation workflow with our bespoke systems. By doing this we can manage the entire translation process and distribute content with much shorter turnaround times than previously achieved".

"We are thrilled to be working with ATDW. As can be seen by our partnerships with both ATDW and Tourism Australia, we are committed to empowering the Australian tourism industry to engage with its key international markets in local languages" said Richard Delanty, VP Global Solutions, SDL Asia.

About SDL

SDL (LSE:SDL) allows companies to optimize their customers' experience across the entire buyer journey. Through its web content management, analytics, social intelligence, campaign management and translation services, SDL helps organizations leverage data-driven insights to understand what their customers want, orchestrate relevant content and communications, and deliver engaging and contextual experiences across languages, cultures, channels and devices.

SDL has over 1,500 enterprise customers, over 400 partners and a global infrastructure of 70 offices in 38 countries. We also work with 72 of the top 100 brands. For more information, please visit

About ATDW

ATDW was established in 2001 to provide the tourism industry with a national content standard and to create a comprehensive, high quality database of Australian tourism product and destination content. Owner by the government tourism offices, ATDW is made up of over 35,000 tourism listings and is available to licensed distributors to publish on web sites or other distribution channels. For more information on ATDW visit

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