Planning events abroad offers unique opportunities to engage attendees, build client relationships, strengthen employee bonds, and support business goals.

While exciting, managing complex details in unfamiliar environments with distinct cultures, customs, and business practices can be challenging. However, with informed research and preparation, planners can create events that resonate with attendees and honor the host country.

RESEARCH & PREPARATION

Official websites and travel partners are valuable sources of cultural information. These examples serve as starting points:

  • Official government and tourism websites, such as the Japan National Tourism Organization (JNTO) and Explore France, offer insights into local culture. Visit Dubai equips meeting planners with a toolkit containing information on neighborhoods, landmarks, and local customs.

  • Government cultural departments have dedicated agencies that promote their culture, including Turkey’s Ministry of Culture and Tourism and Indonesia’s Ministry of Tourism and Creative Economy.

  • Convention bureaus can also assist with meeting planning. For example, the Singapore Exhibition & Convention Bureau (SECB) provides information on venues and cultural considerations, while The Hague & Partners Convention Bureau offers step-by-step resources for planning an event. HelmsBriscoe has more than 200 destination partners located all over the globe, and we use these relationships to find the best resources possible for our clients, no matter where in the world they book their meetings.

  • Business councils, such as the American Chamber of Commerce in Japan (ACCJ), the Canada-India Business Council, and the London Chamber of Commerce and Industry, provide cultural resources.

  • Cultural institutions offer insights into local history, art, and traditions. The Alliance Française promotes the French language and culture, and the UNESCO World Heritage List highlights sites of exceptional global, cultural, or natural importance.

  • Educational and research centers publish reports on cultural practices. The Asia Society, for example, focuses on arts, culture, education, and policy, while the Goethe Institute promotes awareness of Germany's cultural diversity, which can be valuable resources for planning activities.
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LOCAL RESOURCES

Hospitality partners can advise on local customs and connect business clients with expert guides to create custom itineraries showcasing the area's heritage.

For example, cultural connectors at InterContinental Hotels & Resorts help guests explore cities with personalized experiences. Their new Concierge Galleries—reimagined lobbies with interactive displays—deliver unique insights into local culture. Kimpton also specializes in events that reflect local cuisine, sights, and sounds, while each Hotel Indigo immerses guests in its neighborhood’s history and culture.

FIRST-HAND KNOWLEDGE

Enlist help from your HelmsBriscoe Associate. With a network spanning the globe, we have Associates familiar with a variety of countries who can offer an inside view of local customs and considerations, helping to make your planning more efficient.

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CULTURAL ETIQUETTE

Etiquette varies between countries and can impact business and meeting relationships. Here are tips to consider:

  • Language and communication - Learning basic phrases promotes positive ties and helps attendees navigate unfamiliar surroundings. Understanding non-verbal cues, such as body language, facial expressions, and gestures, is equally important in cross-cultural interactions.

  • Prepare meeting guests - Supply attendees with tools to help them engage effectively, such as a summary of basic phrases or greetings, an interpreter for complex discussions, translated documents, or recommendations for language translation apps.
  • Celebrate local culture - Incorporate local businesses, goods, and traditions into events. For example, use locally made items for attendee packages, schedule culturally authentic entertainment, or organize volunteer opportunities to support the local community for a lasting impact on employees, attendees, and hosts.

ANTICIPATE LOGISTICS

Dining, transportation, and scheduling can differ significantly by country. Consider the following when planning:

  • Punctuality - Punctuality is critical in some countries, such as Germany, while others, such as Brazil, may take a more flexible approach to start times.

  • Transportation - Evaluate local transit systems for reliability and account for traffic and travel times to ensure travelers are prepared.

  • Cell Phone Usage - In certain countries, like Japan, talking on the phone in public places or during meetings is considered impolite.
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OTHER TIPS

  • Packing - Inform travelers of appropriate dress requirements for activities, such as visiting temples or attending formal events like business dinners or gala receptions.

  • Bleisure - Leisure activities help employees return to work refreshed after business events. Provide them with sample itineraries or lists of must-see attractions. Upon return, they can share their insights with colleagues, enhancing their collective cultural knowledge.

CONCLUSION

Thoughtful preparation and cultural awareness are the keys to hosting successful events in unfamiliar destinations. By embracing the nuances of local customs and traditions, meeting planners can create experiences that honor the host culture, leave a positive impression on attendees, and achieve business goals. Let your HelmsBriscoe Associate assist you in planning your next event anywhere in the world!