In this paper, the author proposes a performative perspective for translatology – in response to the need for a sound and comprehensive translation theory, as recognised by several contemporary translatologists. Moreover, the author suggests that the performative approach in translatology is of crucial importance to the way in which Translation Studies and practice should be conducted. The central thesis of the article characterizes the translation process as ‘a context-bound and communicative performance’. It is the elements of this perspective that are presented with pertinent illustrations and justified with discussion. The paper’s concluding remarks relate translation theory to an overall theory of language, and highlight the key features of the translation model to vindicate the author’s performative orientation in translatology.