Looking at an international event for your client? Head of Events at Goho, Jess Kiddle, tells us why it’s a great idea.
Events have transcended traditional conference spaces and local venues for the more unique and memorable, and with improved transport structures the trend of hosting overseas is rapidly gaining momentum. Not only can it improve your client’s brand image, but a new and exciting experience can also offer fresh perspectives and opportunities for innovation. And for the delegates, much excitement!
Embracing new cultures and experiences at an international event offers invaluable opportunities for both personal and professional growth for delegates. Engaging with others from different countries and being immersed in a new culture will
enrich perspectives, while experiencing
this firsthand strengthens global business relationships, broadens perspectives, encourages creativity, and enhances team bonding. But don’t underestimate how understanding and appreciating different cultures is increasingly important in today’s global market, not only as a sign of respect but also from a business perspective.
“Delegates always really enjoy events in new locations because it’s completely different to what they’re used to,” says Jess. “However, you have to be hugely sensitive to and respect certain traditions and cultures. A lot of research needs to be done to make sure you’re completely aware of what these may be.”
The country’s cultural differences are not the only ones to be considered. At an international event, it’s likely that delegates will be attending from all over the world:
“It’s important to have an idea of where they are travelling in from, because that will massively determine where the most suitable destination is,” Jess explains. “There may also be cultural differences to be catered to that may clash with the event location.”
“Delegates always really enjoy events in new locations because it’s completely different to what they’re used to.”
Hearing the words ‘international event’ may strike fear into the hearts of the budget conscious, but Jess believes it doesn’t always have to cost a pretty penny as venues abroad are keen to attract UK business visitors: “It can sometimes be more cost effective to take your event out of the UK as we’re one of the most expensive countries in terms of facilitating events and costs here can be so escalated. It’s
often quite surprising; even when factoring in travel, accommodation, and flights, it can work out significantly less expensive. Although this isn’t ideal for planning an event here, it gives event planners such a broad scope to work with when thinking about going overseas.”
The stress of coordinating across time zones, cultures, and language barriers can be challenging but the payoff is more than worth it. And venues and suppliers are embracing it: “International events are just so joyous; things can become a little bit disconnected at UK events whereas if you’re doing something abroad with a whole group, it tends to be more comprehensive and inclusive. It brings a real sense of community and bonding among delegates. My experience of international hotels, suppliers, and events profs is that they’re amazing at what they do and have realised that international corporate is a big spender for them. Places that historically used to be leisure focused are turning their hats to corporate – and they’re doing it really well!”