ABSTRACT This essay deals with translation issues, mainly in regard to text function and text norms, which arose during the transfer of a German source text, situated within the field of tourism, into a Swedish target text. Special attention was paid to anglicisms, a typical feature of German marketing language and also a key stylistic feature of the source text at hand. A challenge to translators in general is which textual and cultural considerations, besides considerations of language, should be taken into account in the translation process. In translation literature semantics and pragmatics have received considerable attention. The analysis in this particular essay was based on the skopos theory and Reiss’ translation-oriented text typology. The analysis showed that the source text has an operative function, meaning that it is aimed at influencing the reader in a specific direction, but at the same time fulfills an informative function. Both these functions must be reflected in the translation. The comparison of text norms of tourist texts showed that the use of anglicisms is less common in Swedish tourist texts than in German tourist texts, and therefore many of the anglicisms in the source text were exchanged for equivalent Swedish expressions in the target text. When an equivalent anglicism was not available, the denotation was expressed in accordance with the function of that particular linguistic element, which means that in some cases semantic equivalence was attained and in some cases priority was given to text-normative and pragmatic equivalence.