Before an association kicks off the planning process for an international event, it’s wise to consider a few key questions related to strategy and value. For instance, how does an international event support your international or regional strategy? What is the purpose of your event, and what impact do you want it to have on attendees and on your association? Who is your audience? Is it local, regional, or global?

In October 2023, experts from ASAE’s International Associations Advisory Council hosted a World Café to discuss answers to these questions, along with several challenges related to organizing international events and meetings. Here’s a closer look at what was talked about.

Relevant Programming

“When you’re going international, a lot of the time you don’t know what you don’t know,” said Matt Riley, CAE, director of associations at ICS International Conference Services.

That’s why engaging with your local stakeholders, whether that’s a local chapter, a national society, or key members in the area, is important. Engagement can take many forms: try conducting a needs assessment survey, building a host committee comprised of locals, or ensuring that your program committee is diverse, inclusive, and has local representation.

In addition, make sure your call for proposals clearly articulates your organization’s expectations for content and describes the qualities of a successful proposal. Additionally, be aware that certain topics, content, and even social activities may be controversial or provocative in new locales and will require a nuanced approach or adaptation.

Riley also had specific advice about recruiting speakers. Think twice before relying on your seasoned, veteran speakers and look for local experts instead. Or, if that’s not possible, consider assembling a panel of local experts to provide commentary afterward. Finally, don’t overlook the value of interpretation services, which can make for a much more inclusive and accessible event.

Operations and Business Models

A new international meeting must make business sense for your association and should align with your organization’s strategic goals. Decisions like destinations, size and scope, and target audience should be examined through the lens of association strategy.

“I’m a strong proponent of score-carding when you’re making major decisions like this in an association,” said Dianna Steinbach, chief operations officer at the National Association of Wholesaler-Distributors. It takes the emotion and the opinion out of the equation and focuses on metrics that matter to the organization.

Define what success will look like early on, and don’t be afraid to start small and build. Allow time for revenue growth and traction. You may also want to consider cohosting or colocating your event with a local or regional chapter or partner entity, which can help you get established and build critical relationships.

And don’t forget to consider the impact of pricing, currency exchange, and regional economics on your event and your bottom line. Steinbach suggests that every international meeting budget should have a line item for exchange rate fluctuations. Her final words of advice: “Anytime you work internationally, you need a good lawyer and a good accountant.”

Cultural Considerations

Perhaps the biggest challenge in planning international events is navigating cultural differences that can affect everything from deadlines to relationships to run-of-show. Consider, for example, one culture’s fluid approach to task prioritization and deadlines, or another culture’s commitment to ceremony, tradition, and VIP protocols.

“You must do your research, you must understand who your audience is, and be very sensitive to what is going on with the local culture and the local traditions,” said Sylvia Gonner, CAE, president and founder of CultureWiz. “Then, find a balance between maintaining your brand and adapting to the host culture.”

Give yourself more time than you normally would to account for the unexpected. If you work with an external meeting planner or professional conference organizer, make sure they have international experience and a staff that can handle cultural relations in your destination. And like Matt Riley said, acknowledge that you don’t know what you don’t know. Keep an open mind, embrace the opportunity to learn, and regularly examine and reset your expectations as needed.

Expanding your meetings and events internationally can have big rewards, including revenue, reach, and growth, yet the challenges are real. As you embark on planning, check the alignment with your association’s strategy, make sure that local stakeholders are included in decision-making, and define what success means.

If you find that you’re encountering more friction than expected, go back to your strategy and the key questions asked at the beginning of this article. Lastly, be prepared for stepwise growth that may mirror the maturity of the market you’re entering.