The 2025 Universal Jubilee of the Catholic Church is set to welcome an estimated 32 million pilgrims from across the globe. This monumental event, running from December 24, 2024, to January 6, 2026, presents a unique opportunity for the tourism sector, particularly for tourism operators, hotels, and cultural institutions. What role does localization play in shaping the experience of millions of international visitors at the 2025 Jubilee? Keep reading the article to discover more!
The growing importance of religious tourism
Religious tourism is a thriving sector within the travel industry, attracting millions of pilgrims every year. According to the United Nations World Tourism Organization, an estimated 330 million people travel for religious reasons annually, forming a significant market for countries with attractions of spiritual or sacred value.
Events like the Jubilee amplify this trend, drawing people of diverse backgrounds who seek spiritual fulfillment and cultural exploration. Rome, the heart of this celebration, had long prepared for the influx of visitors, ensuring that essential infrastructure and multilingual resources were in place well before the Jubilee began. The official Jubilee website is available in nine languages, while pilgrim guides are offered in ten.
In this context, hotels and accommodations have a unique chance to attract these international guests, enhance their own reputation and ultimately boost revenue. Providing multilingual services, clear communication, and culturally adapted materials ensures an exceptional guest experience. Those who invest in localization will stand out, build loyalty, and secure long-term success in the global hospitality market.
How localization elevates religious and cultural tourism experiences
Religious tourism, which often overlaps with cultural tourism, thrives on authentic and immersive experiences. For international pilgrims, understanding historical sites, religious rituals, and local traditions enhances their journey. This is where high-quality localization services play a transformative role.
Imagine a pilgrim arriving in Rome, eager to explore significant religious landmarks. If signage, tour guides, and informational materials are only available in Italian, their experience becomes limited. Conversely, by providing translated materials in the main widely spoken languages, hotels and tour operators ensure clarity and inclusivity.
Moreover, localization goes beyond translation—it adapts content to resonate with cultural nuances. For example, marketing messages should reflect the values and expectations of different nationalities. A well-localized campaign aimed at North American visitors may differ in tone and imagery from one targeting Asian pilgrims, ensuring relevance and engagement.
Read our case study “A Multilingual Journey To Effective Communication” to discover how we helped a small accommodation facility reach new audience!
The business advantage for hotels
For hotels, embracing localization is not just about enhancing guest experiences—it’s a strategic move for business growth. A survey by Booking.com found that 44% of travelers hesitate to plan a trip due to language barriers, while 18% fear getting lost without knowing the local language. This highlights a crucial opportunity for hotels—offering information in a guest’s native language significantly increases the likelihood of bookings, ensuring a more comfortable and stress-free experience for travelers. By investing in professional localization, hotels can:
- Increase bookings from international travelers
- Avoid miscommunications and potential cultural faux pas
- Build trust and credibility among global guests
- Improve online visibility with multilingual SEO strategies
Consider the common pitfalls of poor translation. Many hotels have faced embarrassment due to mistranslations, as highlighted in numerous viral “translation fail” posts. In an event as prestigious as the 2025 Jubilee, such mistakes could harm a hotel’s reputation and discourage guests. Professional localization services eliminate these risks, ensuring that messaging remains clear, culturally appropriate, and effective.
Winning strategies for the Jubilee: how to make the most of this opportunity
With the Jubilee already underway, hotels must act quickly to refine their localization strategies and maximize the opportunity. Here are key steps to take:
- Audit your content – Assess all guest-facing materials, from websites to menus, to identify localization gaps.
- Invest in professional translation – Work with specialists in localization to ensure accuracy and cultural sensitivity.
- Train multilingual staff – Equip your team with language skills to better assist international guests.
- Optimize online presence – Implement multilingual SEO to attract pilgrims searching for accommodations and services in their native languages.
By prioritizing localization, hotels can position themselves as welcoming, accessible, and professional, ultimately gaining a competitive edge in the religious tourism sector.
Conclusion
The 2025 Jubilee is more than just a religious event—it’s a global gathering that highlights the significance of multilingual communication. Considering that the global religious tourism market, valued at USD 254.3 billion in 2023, is on a rapid growth trajectory with a projected CAGR of 15.3% from 2024 to 2030, for hotels and accommodations, localization is not just a necessity—it’s a game-changer. By offering tailored experiences, multilingual support, and culturally adapted services, they can enhance guest satisfaction, boost bookings, and establish themselves as top choices for international pilgrims.
Ready to elevate your hospitality services for the Jubilee? Partner with our team of expert localization professionals to seamlessly adapt your services for international guests. From precise translations to culturally tailored experiences, we help you stand out and create memorable stays that drive lasting success in religious tourism.
