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Travel and tourism represents one of the most globalized sectors facing strong competitive pressure. Thus, cultural adaptation has become a vital strategy for tourism destinations that desire to succeed in the global tourism market. The paper focuses on the international tourism destination websites as a key marketing communication channel in the 21st century. Its aim is to analyze to what extent the websites of five European top destinations reflect the cultural values of the English-speakingdoi:10.24132/jbt.2020.10.2.4_14 fatcat:wlfvrsiupvfvxibsymgdnpyr6u