Running a travel blog, having a language strategy is a crucial part of reaching as many readers as possible and maximizing revenue. I will summarize “Travel Blog Recommended Languages” considering factors such as the number of travelers and Google ad revenue.
Of course, I will write in my native language, but when operating a multilingual blog, adding a few additional languages can help attract more readers.
Simple Comparison by Language
Based on the Number of Users
First, if we select 6 languages based on the number of users, it looks like the table below. This includes cases where two or more languages are used as common languages. For example, if someone uses their native language and English, the figures are included in the English population.
Considering the global population is about 8 billion, the total in the table below is approximately 4-5 billion, covering about 60% or more.
| Language | Estimated Number of Users |
|---|---|
| English (en) | About 2 billion (including common languages) |
| Chinese | 1.2-1.3 billion |
| Spanish | About 500 million |
| Japanese | About 130 million |
| Korean | About 80 million |
| Vietnamese | About 90 million |
Adsense Revenue Perspective
However, if we look at the above languages from the perspective of Adsense activation levels or revenue, it appears as follows. Although this is not referenced from official data, it may help in understanding the overall picture.
| Language | Average CPC (in USD) | Profitability Assessment | Main Countries/Markets | Characteristics |
|---|---|---|---|---|
| English (en) | $0.20 ~ $1.50+ | ⭐⭐⭐⭐☆ (High) | USA, UK, Canada, India, Philippines, etc. | Largest global advertising market, high ad competition |
| Spanish (es) | $0.10 ~ $0.40 | ⭐⭐⭐☆ (Medium) | Spain, Mexico, Argentina, Colombia, etc. | Many users but medium ad rates |
| Simplified Chinese (zh-hans) | $0.05 ~ $0.25 | ⭐⭐☆ (Medium-low) | China, Singapore, Malaysia, etc. | Low CPC, advertising restrictions exist (low Google ad revenue) |
| Japanese (ja) | $0.10 ~ $0.70 | ⭐⭐⭐☆ (Medium-high) | Japan | Many advertisers but low click rates, strong in niche markets |
| Korean (ko) | $0.05 ~ $0.50 | ⭐⭐☆ (Medium-low) | South Korea | Generally low CPC, exceptional high revenue possible in IT/finance/real estate |
| Vietnamese (vi) | $0.01 ~ $0.10 | ⭐☆ (Low) | Vietnam | Both CPC and CPM are low, low-revenue country group |
From the perspective of “Adsense revenue,” the 6 languages can be summarized as follows:
- English: High rates + global market → core of revenue strategy
- Spanish / Japanese: Large user base and advertisers → stable support axis
- Korean / Chinese: Markets exist but ad rates are low → traffic-based strategy
- Vietnamese: Low profitability but can contribute to overall revenue if traffic volume is secured
The number of users is not always the optimal choice. For example, while the Chinese population is large, Google ads may be blocked, resulting in very little exposure.
Travel Blog + Adsense Profitability Perspective
Therefore, if we summarize from the perspective of the topic ‘travel’ and ‘Adsense advertising revenue’, it is organized as follows.
| Rank | Language | Profitability Summary | Reason |
|---|---|---|---|
| 🥇 1st | English (en) | 💰💰💰💰💰 | Very high advertising rates for travel ads in North America, UK, Australia / Content can target a global audience |
| 🥈 2nd | Japanese (ja) | 💰💰💰💰 | Abundant advertisers in Japan’s travel industry / High domestic travel searches / Excellent CPM |
| 🥉 3rd | German (de) | 💰💰💰 | Strong long-term travel trends in Europe / High CPC / High spending levels among Germans |
| 4th | Spanish (es) | 💰💰💰 | Targets Latin America + Spain market / High interest in travel to Europe and the USA |
| 5th | French (fr) | 💰💰 | Favorable for travel content targeting Europe / Traffic from French-speaking African countries has low CPM |
| 6th | Korean (ko) | 💰💰 | Low ad rates but many advertisers in the domestic travel industry / High revenue possible for specific keywords |
Chinese was excluded because Google ads are restricted in China, and it is not easy to get exposure using Baidu SEO instead of Google SEO. Vietnamese was also excluded due to low ad rates despite travel demand. Instead, German and French are included.
If we roughly summarize the number of users for these languages, the table below shows the results. Assuming the global population is 8 billion, the total in the table is around 3-3.2 billion, which is about 40%.
Compared to the earlier 6 languages chosen solely based on population, this is about 20 percentage points lower, but considering travel demand and Adsense, doesn’t it seem reasonable?
| Language | Native Speaker Population | Including Second Language | Total Users | Main Usage Countries |
|---|---|---|---|---|
| English (en) | About 370 million | + about 1.5 billion | 1.8 billion+ | USA, UK, India, Philippines, etc. |
| Spanish (es) | About 490 million | + about 90 million | 580 million+ | Spain, Mexico, throughout Latin America |
| French (fr) | About 80 million | + about 190 million | 270 million+ | France, Belgium, African countries |
| German (de) | About 100 million | + about 30 million | 130 million | Germany, Austria, Switzerland |
| Japanese (ja) | About 125 million | Almost none | 125 million | Japan |
| Korean (ko) | About 80 million | Almost none | 80 million | South Korea, overseas Koreans |
Language Ranking Based on Foreign Visitors to Europe
Based on the number of foreign visitors traveling to Europe (especially focusing on Western/Southern Europe), here is a table summarizing major language groups. (Source: UNWTO, Eurostat, national tourism boards 2023 data)
| Rank | Language Group | Main Countries | Estimated Annual Visitors to Europe | Strategic Value |
|---|---|---|---|---|
| 🥇 1st | English-speaking (en) | USA, UK, India, Australia | 90 million+ | Top tier traditional European travel / High-income group |
| 🥈 2nd | German-speaking (de) | Germany, Austria, Switzerland | 60 million+ | Highest travel expenditure in Europe |
| 🥉 3rd | French-speaking (fr) | France, Belgium, Canada | 35 million+ | Includes tourists from Europe and Africa |
| 4th | Chinese-speaking (zh) | China, Hong Kong, Taiwan | 28 million+ | Prefers high-end European travel destinations, strong shopping demand |
| 5th | Japanese-speaking (ja) | Japan | 13 million+ | Targets popular European travel destinations → older age group |
| 6th | Korean (ko) | South Korea | 8 million+ | Prefers European packages/honeymoon trips |
| 7th | Spanish-speaking (es) | Mexico, Colombia, Spain | 8 million+ (non-European) | Flow centered on South America + US Hispanics |
| 8th | Russian-speaking (ru) | Russia, Kazakhstan | 5 million+ (decreasing trend) | Decreasing due to geopolitical issues |
| 9th | Arabic-speaking (ar) | Saudi Arabia, UAE, Egypt, etc. | 3 million+ | Prefers luxury travel destinations, focused on specific countries |
Language Ranking Based on Visitors to Korea
| Language | Expected Cover Population (considering duplicates) | Content Preparation Value | Description |
|---|---|---|---|
| Japanese (ja) | 2.3 million+ | ⭐⭐⭐⭐⭐ | Top visiting country, high demand for travel content |
| Simplified/Traditional Chinese (zh-hans / zh-hant) | 2.5 million+ | ⭐⭐⭐⭐ | China, Taiwan, Hong Kong → high |
| English (en) | 2 million+ | ⭐⭐⭐⭐ | Includes tourists from the USA, Southeast Asia, and Europe |
| Vietnamese (vi) | 400,000+ | ⭐⭐⭐ | Consistent demand for visits, preference for K-pop and medical tourism |
| Thai (th) | 370,000+ | ⭐⭐ | Limited content available, potential niche market |
| Filipino / Malay | 500,000-600,000 | ⭐⭐ | Can be addressed in English, separate language work may be deferred |
Other Languages to Consider
I have thought of other languages that might come to mind but are not mentioned above.
Arabic
The number of Arabic speakers is about 300 million, and if we include those who use it as a second language, it reaches about 450 million, which is substantial.
| Item | Content |
|---|---|
| Number of Native Speakers | About 300 million |
| Including Second Language | About 450 million+ |
| Countries Using It | Saudi Arabia, UAE, Egypt, Morocco, Algeria, Iraq, Tunisia, etc. |
| Text Direction | RTL (right to left) → additional work needed for themes and UI |
| Cultural Characteristics | Islam-based, conservative content filtering exists |
However, the variance in ad rates is significant, and there are many cases of ad blocking that lead to low click rates. Moreover, the right-to-left text direction makes it challenging to operate.
Travel Blog Recommended Languages
Travel content is a very attractive area for providing information to overseas visitors and generating advertising revenue. Depending on the focus, the languages you can choose when operating a multilingual blog may vary, but considering all the above factors, I will summarize the 6 recommended languages for a travel blog from my perspective.
Basic Recommended Selections
1. English (en)
English is the most widely used language in the world and is a language that should be provided as a basic option in global travel content. It is used in many regions such as Europe, North America, and Asia, so providing content in English can reach a large audience. Especially, considering the high ad rates from the USA, UK, and Australia, it is advantageous.
2. Japanese (ja)
The proportion of Japanese traveling to Europe is increasing. Japanese speakers tend to search for domestic travel content. Therefore, travel blog content in Japanese will be useful for Japanese tourists.
3. German (de)
The population living in Germany is large, and it is one of the countries that travel the most in Europe. German is used in Germany, Austria, and Switzerland, and particularly in regions with a high income level in Europe. Content in German can have high advertising profitability.
4. Spanish (es)
Spanish is used in Latin America and Spain, and is also widely used in the Hispanic community in the USA. By creating content in Spanish and providing travel information, you can meet the demand for related content in these regions.
5. French (fr)
French is used in a wide range of countries, including France, Belgium, Canada, and several African nations. Content provided in French can receive a good response from many visitors. In French-speaking regions, travel content related to culture is particularly well consumed.
6. Korean (ko)
Korean ranks high in both the languages of visitors to Europe and Southeast Asia, and there are many honeymoon or package trips which lead to significant search volumes for travel content, with high click ad rates for insurance, flights, and accommodations.
Additional Selections to Consider
I have summarized the 6 recommended languages for travel blogs.
While it may not be suitable for all cases, I hope it helps, and I will add a little more reference content.
Arabic (ar)
Arabic is a language used in the Middle East, with many high-income tourists visiting from Saudi Arabia, UAE, etc. Creating Arabic content targeting these visitors provides a good opportunity to tap into a niche market. However, there may be challenges with RTL (right to left) layout support or cultural content filtering.
Based on Visitors to Korea
If selecting based on visitors to Korea, Vietnamese would be a better option than Spanish from the recommended language list above.
| Country/Language | Number of Visitors to Korea (2023) | Growth Rate | Trend |
|---|---|---|---|
| 🇻🇳 Vietnam | About 400,000 | 🔺 Increasing | Demand centered on K-POP and beauty ↑ |
| 🇪🇸 Spanish-speaking countries | About 30,000-40,000 (low proportion) | 🔸 Stable | Mostly based on tourist attractions |
| 🇫🇷 France | About 80,000-90,000 | 🔺 Increasing | Centered on individual travelers |
| 🇩🇪 Germany | About 100,000 | 🔺 Increasing | Centered on FIT (Free Independent Travelers) |
[CPC (Cost Per Click)] : The cost incurred per ad click, a key factor determining ad revenue.
[CTR (Click Through Rate)] : The ratio of clicks to the number of times an ad is displayed, indicating the likelihood of clicks.
[SEO (Search Engine Optimization)] : The optimization process to achieve higher rankings in search engines, increasing organic traffic.
Updated : April 16, 2025
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