From Zurich to Bangkok: Successful international event management

As an event manager, you may sometimes feel like a puppeteer. You hold numerous strings in your hands and are responsible for pulling them all correctly and at the right time. But what happens when the event you hold the strings for takes place abroad?

Suddenly, you’re faced with different legal requirements and perhaps a different language and culture as well. You have to navigate unfamiliar territory while still managing everything on time and successfully.

In this blog post, we'll look closer at managing international events. You’ll gain insight into the key factors to consider, and we’ll provide you with practical tips to ensure your international event is a success.

Event management for international events

Planning and organisation

Participant management, schedules, logistics, technical requirements, and much more—event management involves a wide range of tasks and responsibilities. A structured planning process and a well-coordinated team are essential to ensure all aspects of the event run smoothly.

If the event takes place abroad, some additional considerations and factors also need to be taken into account. One of the first questions to address is: What venue is suitable for my event? Depending on the country where your event will be held, you may not be familiar with the area.

Until you establish yourself in a foreign country, local partners and contacts can be invaluable tools for your event management. Where are the best venues? What are the transport connections to the event location? What catering and event technology service providers have proven reliable? Local partners can assist with these and other important questions.

Risk management and security aspects

Unrest, crises, and attacks have made security and risk management central components of event management. Think back to the 2010 Love Parade in Duisburg, Germany. Here, the security concept failed completely, with devastating consequences.

These various incidents have led to a steady increase in security standards for events. Especially in the international arena, it is crucial for you to be informed about all security-related requirements and to ensure they are met. Local security authorities are your key point of contact for reliable information. They are typically responsible for registering events as well as reviewing and approving security analyses and concepts.

Ensure you are well-informed on the following:

• Emergency plans
• Safety precautions
• Insurance policies
• Necessary administrative procedures and registrations

Budgeting and financing

In broad terms, budgeting for an international event is not much different from organising an event in your home country. It is essential to create a precise budget and to detail and monitor all cost items, from the venue and technology to catering, staffing, sponsorship, ticket sales, and grants.

However, you should plan for a flexible budget that accounts for unexpected expenses. Especially for an international event, you could encounter costs that don’t exist in your home country. These may include expenses for taxes, fees, permits, and insurance.

International event planning

Venue selection

The success of your event depends largely on choosing the right venue. This is most certainly not news to you. However, when it comes to international events, there are additional factors to consider.

• The venue should be easily accessible, not only by car and train but by plane as well.
• There should be sufficient accommodation options with ample capacity in the surrounding area.
• The location should have adequate space to meet specific security standards.
• Technical requirements, not only concerning event technology but also safety, must be met.
  
  

Cultural differences and their significance

'Different countries, different customs' is an old saying that perfectly encapsulates what you will encounter in international event management. 

It is important to respect these differences and incorporate them into your planning. This includes not only language barriers but also varying business etiquette, dietary practices, and religious beliefs. International understanding and sensitivity are essential.

Legal and regulatory issues

Rights and obligations can vary significantly from country to country. This includes visa requirements, tax laws, labour regulations, and rules for public gatherings. To avoid legal complications, it’s advisable to have a thorough understanding of local laws. Consider seeking legal advice in the destination country and work closely with local authorities.

Using technology for international events

The importance of technology for modern events

Since the numerous lockdowns during the Coronavirus pandemic, technology has become a significant component of event management. Today, digital event and conference platforms play a central role in executing modern events. 

• Online or hybrid events are particularly well-suited for international events, especially considering sustainability.
• Modern technologies enable process automation, enhance communication, and offer innovative ways to interact with participants.
• From registration platforms to event apps and live streaming services, the right technology can make the difference between a good and a great event.

Virtual and hybrid event formats

Virtual and hybrid event formats offer maximum flexibility and reach a wider audience. Virtual events allow participants to take part regardless of their location, while hybrid events offer a combination of physical and virtual components. However, these formats require specialised technical solutions and careful planning. Not every online event platform works in every country. This starts already with restrictions regarding data security.

That means, as an event manager, it is very important for you to choose the right platform. You should also clarify in advance how good the network coverage is in your target country, as only a stable internet connection will enable your participants to attend the event digitally.

Innovative technologies and their application

Have you ever considered using augmented reality (AR), virtual reality (VR), and artificial intelligence (AI) for your event? If not, it’s time to include these innovative technologies in your portfolio. They are being increasingly used in the event industry and offer your audience an unprecedented event experience. For example, you can create entire digital event spaces that participants can explore interactively. AR and VR allow your audience to immerse themselves fully in the event. However, using such technologies requires solid technical expertise and careful integration into the event concept.

Event marketing for international events

Developing a marketing strategy

A well-developed marketing strategy is crucial for the success of an international event. Especially for events abroad, planning the content and platforms is key. Due to cultural differences and varying expectations, what works in your home country may not necessarily lead to the desired success overseas.

Utilising social media and digital platforms

With over 4.9 billion people on social media platforms, integrating these into your event planning and marketing is essential.

In Europe, Instagram has knocked Facebook off the social media throne. But did you know that the mother of social media is still at the forefront of communication channels in parts of Asia and Africa? So, be sure to look at which networks your target audience uses and which platforms they use.

It may sound trivial, but it is also crucial that you know how your target audience uses the Internet. In many parts of the world, the smartphone has become the most widely used technology for surfing the web. That means websites should be responsive so they can be accessed on mobile devices without barriers.

Evaluating and measuring success

A comprehensive monitoring strategy provides helpful information during your event planning to make your event a success. Especially abroad, monitoring Key Performance Indicators (KPIs) allows you to assess whether your event planning is on the right track.

In the end, you can conduct an evaluation to determine the Return on Investment (ROI) and optimise future events. Evaluation methods include participant feedback, social media analysis, sales figures, and other KPIs.

Challenges and solutions for international events

Communication and collaboration in an international context

As we’ve seen, communication is one of the challenges you need to address for international event management. Not only does this include adapting to a different language and communicating through the proper channels but also understanding cultural differences and etiquette. The right visual language is just as essential as the appropriate words.

Keep in mind that communication with local suppliers and service providers is also part of your overall communication strategy. Clear, precise, and culturally adapted communication strategies are necessary to avoid misunderstandings and ensure smooth collaboration. Regular meetings and transparent information sharing can help with this.

Additionally, you can use tools and platforms that can make collaboration in international teams easier:

• Project management tools, e.g., Asana or Trello
• Communication platforms, e.g., Slack
• Video conferencing systems, e.g., Zoom or Microsoft Teams
  

Crisis management and flexibility

Unexpected incidents are not uncommon at international events. Robust crisis management and flexibility are necessary so you can react to unforeseen circumstances. Your crisis management should include contingency plans, and you should be prepared to make quick decisions and adjust plans as needed.

Proven practices when worse comes to worst:

• Make yourself aware of legal conditions and cultural nuances to be well-prepared for quick decisions and crisis management.
• Develop contingency plans for various scenarios, such as cancellation of catering services or event technicians.
• Build a local network and maintain contact with key contact persons, such as security authorities. Keeping an extensive contact list can save you valuable time in an emergency.
• Use the security and support of event management software to keep an overview of everything during a crisis.
• Raise awareness among staff about potential crises and brief them on how to handle emergency situations.
• Use monitoring as a crisis barometer. When conducted continuously, the results can alert you early on to potential conflicts.
  

Continuous improvement and feedback

Gaining a foothold in the international event market can sometimes be a challenge, making feedback and insights key factors for continuous improvement and establishing yourself in the market. Survey participants and stakeholders to identify weaknesses.

Based on the feedback, you can review your strategies for international events and adjust your processes accordingly. Implement best practices and remain forward-thinking and proactive to ensure future events are also successful.

Conclusion

Organising international events is a complex yet rewarding task. Success factors such as detailed planning, effective risk management, cultural sensitivity, and the use of modern technology are essential. With a well-thought-out strategy, flexible approaches, and a process for continuous improvement, your international events can become a lasting success.

Extra Info:

https://blog.converia.de/de/multikulturelle-events-organisieren/

https://sustainable-event-solutions.de/nachhaltige-events-im-ausland/

https://bibliotheksportal.de/marketing-baukasten/operatives-marketing/eventmanagement/planung-und-organisation/

https://de.wikipedia.org/wiki/Ungl%C3%BCck_bei_der_Loveparade_2010 https://www.copetri.com/interkulturelle-kompetenz-von-anderen-kulturen-lernen/

https://www.stage223.com/news/safe-on-stage-prolight-sound-2023/

https://de.statista.com/statistik/daten/studie/160137/umfrage/verweildauer-auf-social-networks-pro-tag-nach-laendern/ https://www.acquisa.de/magazin/social-media-statistiken

https://mondial-congress.com/6-phasen-im-event-krisenmanagement/ https://evenito.com/blog/hybrid-events-event-software/