This paper aims to analyze, by focusing on a specific sector, the changes that promotional tourist texts undergo when they are translated for a target group from a different culture. In particular, the goal is to find out the extent to which, in the translated texts, the hosts take into account their potential guests' values and expectations, and ohn the other hand, how much they focus on their own identity. The analysis was carried out on cruise brochures: the reason behind this choice is that the cruise sector is characterized by the presence of big companies which heavily invest in marketing and can therefore serve as an example for other tourism operators. The results of two previous contrastive analyses, which had pointed to the use of different "promotional levers" in Italian and German original texts from the cruise sector, represented the starting point for this study. Here, original brochures and their translations are compared in order to identify possible adaptations that can be explained by the above-mentioned differences.
