任何广告宣传都需要一个好的口号，如果客户是一个国家旅游局，诀窍就是用寥寥数语概括该国的奇观和迷人之处。

　　Some manage it better than others.

　　一些口号能够做到比其他口号更胜一筹。

　　The English-language tourism slogans of more than 150 countries have been compiled by FamilyBreakFinder, a travel website, and the approaches can be as different as the deserts of Algeria (Tourism for Everybody) are from the snow-capped peaks of Nepal (Once Is Not Enough).

　　旅游网站FamilyBreakFinder将150多个国家的英语旅游口号汇编在了一起，它们的迥异程度不亚于阿尔及利亚的沙漠（“适合每一个人的旅游”[Tourism for Everybody]）之于尼泊尔白雪皑皑的山峰（“一次不够”[Once Is Not Enough]）。

　　Many countries settle for just an alliterative adjective: Brilliant Barbados, Epic Estonia, Incredible India, Remarkable Rwanda and, at the alliterative apex, Pristine Paradise Palau.

　　很多国家可以勉强凑出一个与自己的名字押头韵的形容词：“美妙的巴巴多斯”(Brilliant Barbados)、“史诗般的爱沙尼亚”(Epic Estonia)、“令人难以置信的印度”(Incredible India)、“非凡的卢旺达”(Remarkable Rwanda)，而押韵的极致是“原生态的帕劳天堂”(Pristine Paradise Palau)。

　　But some strive for something a bit more majestic: Kingdom of Wonder (Cambodia), Kingdom of Unexpected Treasures (Brunei) or Kingdom in the Sky (Lesotho).

　　但一些国家会争取更大气一些的口号：“神奇王国”（柬埔寨）、“意料之外的珍宝王国”（文莱）或“空中王国”（莱索托）。

　　The slogans on the list can seem remarkably matter of fact, like Visit Armenia, It Is Beautiful, or cautious, like Latvia: Best Enjoyed Slowly. Others go for the exhortatory, including Paraguay: You Have to Feel It! and Albania: Go Your Own Way!

　　名单上的一些口号可能看上去完全是就事论事，如“来亚美尼亚旅游，这里很美”，或者让人觉得用词谨慎，如“拉脱维亚：最好慢慢欣赏”。其他一些口号则是对游客的敦促，包括巴拉圭的“你得用心感受！”和阿尔巴尼亚的“走自己的路！”。

　　Some slogans, like Syria’s Always Beautiful, seem disturbingly disconnected from current events. Some are just plain puzzling: El Salvador used to promote itself as the 45-Minute Country. Why? According to some accounts, it was possible to drive to most destinations in the country in less than an hour. (These days, the country’s tourism site touts it as Impressive instead.)

　　一些口号，如叙利亚的“永远美丽”，则似乎无关当下时事，令人不安。一些让人完全摸不着头脑：萨尔瓦多过去宣传自己是一个“45分钟国家”。这是什么意思？一些说法是，在该国大部分目的地都在一个小时车程以内。（现在，该国的旅游网站改用“令人印象深刻”这个口号。）

　　Some nations advertise themselves as one-stop shopping: All You Need Is Ecuador; Dominican Republic Has It All; Everything Is Here (Honduras); and All of Africa in One Country (Cameroon).

　　一些国家把自己宣传成一站式购物中心：“你只需要厄瓜多尔”、“多米尼加共和国应有尽有”、“这里什么都有”（洪都拉斯）和“非洲之产尽在一国”（喀麦隆）。

　　For a tourist seeking a state of bliss, a journey from Bhutan (Happiness Is a Place) to Denmark (Happiest Place on Earth) to Fiji (Where Happiness Finds You) might leave you feeling like a puppy chasing its tail. But for those who just want to forget all their troubles, Cape Verde offers this pledge: No Stress.

　　对寻找幸福状态的游客来说，从不丹（“幸福是一个地方”）到丹麦（“世界上最幸福的地方”）再到斐济（“幸福找到你的地方”）的旅行可能会让你感觉像一只追自己尾巴的小狗。但对那些只想忘记一切烦心事的人来说，佛得角给出了这样的承诺：“毫无压力”。

　　The countries farthest from the beaten tourist track may have the toughest time sloganizing. Some rise to the challenge by trying to make a virtue of circumstance. East Timor, for example, offers “a destination (almost) untouched by human hand” in ads suggesting that “being first has its rewards.”

　　游客罕至的国家在制定口号时大概是最困难的。一些国家试图把这种情况转变成优势，以此来应对挑战。比如，东帝汶就在广告中自称是“一个（几乎）未被人手触碰的国家”，暗示“先来自有回报”。