London’s Savile Row is the Tall, Rich, Handsome Street, the soaring Shard¹ building is a Star Plucking Tower and kilt-wearing Scotland’s Highland² Games are the Strongman Skirt Party.

伦敦的萨维尔街(Savile Row)是“高富帅街”，高耸入云的碎片大厦(Shard)是“摘星塔”，运动员身穿方格呢短裙投入比赛的苏格兰高地运动会(Highland Games)是“高原勇士大会”。

That is according to a new set of Chinese names for 101 British tourist destinations to be unveiled today. VisitBritain, the national tourism agency, is giving the UK’s most loved attractions a mandarin³ makeover as part of a campaign to lure⁴ more Chinese visitors.

这些都取自今日出炉的101个英国景点的新的中文名称。英国旅游局(VisitBritain)试图用地道的中文来装点英国最受喜爱的景点，作为一场吸引更多中国游客的宣传活动的一部分。

The country has lagged behind in attracting Chinese tourists, partly because visitors must get a UK visa separately from the common visa that covers members of the EU’s Schengen area — allowing free movement around rival hotspots such as France, Italy and Spain.

迄今英国在吸引中国游客方面表现落后，部分原因是因为游客必须另行获得英国签证，而不能使用涵盖欧盟申根区成员国的共同签证，后者让海外游客在竞争的热门旅游目的地（如法国、意大利和西班牙）自由流动。

VisitBritain aims to boost revenue from Chinese tourism to ￡1bn annually⁵ by 2020, up from ￡492m in 2013. Tourists from China spend an average of ￡2,508 per visit, compared with the overall average of ￡640.

英国旅游局的目标是提高来自中国游客的收入，从2013年的4.92亿英镑增至2020年的10亿英镑。中国游客每次访英的人均支出达到2508英镑，远高于海外访英游客总体人均640英镑的支出。

“China is a different country with a different language and British names don’t mean anything to Chinese necessarily,” said Robin⁶ Johnson, head of overseas operations at VisitBritain. “This [campaign] creates names that actually bring to life what the attractions are. We need to bring out the warmth and the welcome, which is so important to Chinese visitors.”

“中国是一个不同的国家，有不同的语言，英国的名称对中国人不一定有任何涵义，”英国旅游局海外运营总监蒋骆宾(Robin Johnson)表示。“这（场宣传活动）力求给这些景点注入生命力。我们需要表达温暖和欢迎之意，这对中国游客极为重要。”

The names were suggested by millions of users of Chinese social media over the past 10 weeks, with a total of 13,000 names suggested. In an outbreak of online democracy, these suggestions were then whittled⁷ down to three leading contenders for each of the 101 attractions by a voting process on VisitBritain’s Chinese website.

这些名称是由数百万中国社交媒体用户在过去10周期间提议的，提议的名称总数达到1.3万个。这些提议随后通过英国旅游局中文网站上的一个投票过程，筛选为101个景点中每个景点3个入围名称，整个过程堪称一段网上民主的佳话。

The outright⁸ winner of the naming ballot⁹, with 15,177 votes, was a suggestion by an internet user identified as Qiao Chen for his rendering¹⁰ into Chinese of Llanfairpwllgwyngyllgogerychwyrndrobwllllantysiliogogogoch, the village in Wales with the longest place name in Europe. His winning suggestion was that the village be called Jian Fei Cun, or Healthy Lung Village, because just saying it requires strong lungs.

命名投票中，得票最多的赢家（15177票）是一个名为乔琛（音）的互联网用户，他把拥有欧洲最长地名的威尔士村子Llanfairpwllgwyngyllgogerychwyrndrobwllllantysiliogogogoch译成“健肺村”，因为单单是说出这个村名就需要有强大的肺功能。

In the bucolic¹¹ county of Dorset, tourism executives were scratching their heads over the three leading suggestions for renaming the Cerne Abbas Giant, the huge chalk figure with a full male anatomy¹². Stylish¹³ Man With Strength, Giant Without a Stitch of Clothing and Big White Streaker¹⁴ are among the candidates.

在风景如画的多塞特郡(Dorset)，旅游业高管为选取裸身的塞那阿巴斯巨人像(Cerne Abbas Giant)的中文名称伤透脑筋，入围的名称包括：大力时尚男、一丝不挂巨人像和大白裸奔者。