translating tourist texts: introducing a new strategy

tourism has always been the main concern of the organizations which are responsible for attracting tourists to visit iran. so preparing and, especially, translating tourist texts are vital for improving tourism in our country. in this paper, we deal with the form of language used in tourist texts and the strategies of translating them by giving some examples. domesticating and foreignising strategies are popular in translation studies and each of them has its own advantages and disadvantages in translating tourist texts. we will discuss the weak and strong points of these two strategies for translating tourist texts, especially those introducing tourist attractions in iran and show that neither can solve all the problems associated with translating tourist texts from persian into english. the major focus of this paper is to find a new translation strategy that can highlight and introduce iranian culture to the target audience and keep iranian culture intact. this neutralising strategy with its information-oriented, association-applied and concept-based principles can be employed to ensure the equivalents in information, concept and aesthetics.