Cultural confidence is the cultural concept and cultural view mentioned repeatedly by Xi Jinping since the 18th national congress of the communist party of China,which is an intrinsic driving force for improving the soft power of China's culture.Xi Jinping pointed out, "We must adhere to road self-confidence, theoretical self-confidence, and system self-confidence. The most fundamental thing is cultural confidence." What is cultural self-confidence? Cultural self-confidence means country, a nation and a political party fully confirming the value of their own culture and having a firm faith in the vitality of their own culture.

Not only China but also other western countries emphasize cultural confidence. Minka Zlateva and Anka Zlateva (2009) pointed out, “ The cultural heritage of each nation is an invariable source of national self-confidence. It should be interpreted in the modern context through a permanent comparison with the cultural heritage of the other European nations. Finding common ground and unopposed differences in this respect will, in our opinion, assist the establishment of an all-European cultural space based on the principles of equality, tolerance and respect for the originality and diversity of the cultures of all European nations being part of it.”

At present, China is still only a cultural power, not a great cultural power. To strengthen the country's cultural soft power, we must strive to display the unique charm of Chinese culture and spread Chinese culture. This requires the effective enhancement of the level of foreign cultural exchanges, the full use of the medium of translation, and the promotion of Chinese-English translation. Doing a good job of publicizing Chinese culture abroad is an issue of the times that must be valued.

The international exchange and dissemination of Chinese culture is an important way to enhance the soft power of Chinese culture. With the enhancement of China’s overall national strengthening, the influence of Chinese culture on the world stage has become more and more extensive. The profound heritage of Chinese traditional culture has attracted the attention of many foreign experts, scholars and tourists. Today's international tourism has developed into a new stage of cultural tourism. Cross-cultural tourism translation has become a top priority for foreign-related tourism development and an important area for practicing cultural self-confidence. Therefore, many scholars pay much attention to tourist attractions information translation in the context of cultural confidence.

In China, a scholar named Ji Weiwei(2017) pointed out, “ The translator's cultural identity play a decisive role in the processing of cultural factors in translation. Tourist information translators must maintain the position of spreading local culture in the process of translation, making foreign audiences fully feel the profoundness and charm of Chinese culture, and deeply understand the unique elements and connotation of Chinese culture. ”We must not succumb to the cognitive habits of foreigners, ignoring the original cultural origins of the language. It is necessary to maximize the dissemination of Chinese culture.

In order to promote the development of tourism, strengthen cultural exchanges with foreign countries and enhance cultural confidence, at present almost all attractions in China have English names, and some famous attractions are also provided with information in English. Wang Xiaolu (2012) studied characteristics of tourist attractions information and claimed that tourist attractions information is an inductive text with the aim of conveying effective information and attracting tourists. In addition, its dictionary is elegant and its language is gorgeous.

Tourism activities are an important way of cross-cultural communication and also an important way to enhance cultural self-confidence. Language is the carrier of cultural communication. The translation of tourism materials is not merely the conversion of lexical references between two languages, but also the transmission of cultural information. Therefore, it is significant to translate accurately and elegantly. Many scholars focus on translation strategies for tourist attractions information in the context of cultural confidence. For instance, Zhao Xiangyu (2012) studies four translation models, including addition, deletion, interpretation and adaptation.

Last but not least, present situation and problems of tourist attractions information are not studied carefully. Thus the principles and methods for translation in the context of cultural confidence should be mainly emphasized.

2. 研究的基本内容与方案

This paper will find the problems in cross-cultural tourism translation and analyze the current situation of tourism English translation in cross-cultural communication. In combination with tourist attractions and the introduction of scenic spots in Hubei Province, the translation strategies used in cross-cultural tourism translation can be found. At last, advice will be given on how to enhance cultural confidence in the process of translating the information of tourist attractions.

In order to pursue the accuracy of research, the author will use the method of empirical investigation in the spirit of scientific research, personally going to the scenic spots to collect translation of scenic spots information and understanding the situation of tourist attractions information translation deeply. Moreover, the theoretical research method will be used to conduct in-depth discussions on relevant theories in the field of scenic spot data translation, demonstrating in the light of reliable data obtained from on-site inspections.