CEFContemporary Education Frontiers3029-18793029-1860Bio-Byword Scientific Publishing Pty. Ltd.10.26689/CEF.v4i6.15448ArticleA Study on Publicity Translation Strategies for the Global Expansion of Greater Bay Area Tourism Brands Empowered by Digital Communicationhttps://artdesignp.com/journal/CEF/4/6/10.26689/CEF.v4i6.15448SuHuiyuan,WuShuai2026462026-06-26This study investigates the publicity translation practices of the Guangdong-Hong Kong-Macau Greater Bay Area (GBA) tourism brands from the perspective of digital communication. Guided by Skopos Theory (ST), Eco-translatology (ET), and International Communication Theory (ICT), the study adopted a qualitative research approach combining case study and textual analysis. Tourism publicity materials of four tourism organizations (e.g., Guangzhou Municipal Culture, Radio, Television and Tourism Bureau, Shenzhen Municipal Culture, Radio, Television, Tourism and Sports Bureau, Hong Kong Tourism Board, and Macau Government Tourism Office) were collected from their official websites and major social media platforms, including TikTok, YouTube, Instagram, and Facebook. Results indicate that while tourism organizations in the GBA have developed diverse digital communication platforms and channels to promote regional cultural and tourism resources, their publicity translations still encounter several deficiencies, such as rigid linguistic expression, inadequate handling of culture-specific terminology, limited recognition among international audiences, and insufficient adaptation to the digital communication environment. At the same time, distinctive translation characteristics across websites, social media platforms, and video subtitles are identified. Based on these findings, this study puts forward five targeted optimization strategies, namely audience-oriented translation, cultural adaptation translation, multimodal collaborative translation, platform-adaptive translation, and AI-assisted translation, in order to solve the problems of publicity translation for the global expansion of GBA tourism brands empowered by digital communication.Digital communication,Tourism publicity translation,International communication,Translation strategies,GBA tourism brands

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