Watching the Northern Lights frolic in the sky while soaking in Iceland's Blue Lagoon. Joining a Ryukyuan dance troupe in Okinawa. Spending an afternoon immersed in the Maori culture of New Zealand. Unique experiences like these, while unforgettable for attendees, are not enough by themselves to justify holding an event outside of the United States. A decision like that has to take a diverse array of variables into account.
Here are some handy guidelines for identifying when it is prudent to select a long-haul destination as a meeting site, along with some best practices for getting the most out it.
Is This Trip Really Necessary?
Information and content distributed at a meeting held in a remote location can just as easily be disseminated in a venue around the corner from a company's corporate headquarters. But there are several reasons that can help make the case to upper management for moving a meeting halfway around the world.
It creates a global context. It's easy to say an organization is global, but demonstrating that means getting beyond your own borders and interacting with the rest of the world on its own terms. "International meetings connect people, communities, and ideas, and the opportunity to gather together is a memorable experience that stays with the attendee long after the conference has ended," says Michelle Ocampo, CMP, conference planner for IEEE Computer Society, a membership organization dedicated to computer science and technology. "Meetings in international destinations offer the opportunity to connect communities from all over the world."
The cross-cultural exchange is one of the most important aspects of international meetings. "It's about the destination, the venue, the food, the atmosphere, as well as the fellow attendees," says Eli Gorin, CMP, CMM, chief operating officer at FHTDirect -- International Group Housing. "International destinations always offer a fantastic learning opportunity."
It takes advantage of local expertise. Speaking about a recent conference that IEEE held in Reutlingen, Germany, Ocampo says that, "Within that region, there is a growing community of researchers, and the conference experienced record-breaking numbers, attracting talent from industrial and academic communities worldwide."
As part of the conference program, attendees were shuttled to research facilities in the area for institute visits. That's what attracts many groups to international destinations: unique areas of expertise that can be tapped into, be they in the fields of medicine and bio sciences, automotive and logistics, energy and environment, or others. Global brainpower adds to the success of a conference.
Evi Harmon, events and conferences manager for the RESULTS Educational Fund, a nonprofit organization aimed at ending poverty based in Washington, D.C., agrees. This year's RESULTS gathering was held in Tokyo, with a group of about 50 people based at The New Otani Hotel.
"Our international meetings always seem to have an added flair," says Harmon. "In many cases, heads of state and other political entities will visit our group during meal functions, or we will bring other local aspects into the program."
Another IEEE conference that Ocampo helped plan was held at a university in Torino, Italy, in the center of the city. "The university enriched the attendee experience, fostering the exchange of ideas, and it was also in a lovely walkable part of the city that was easily accessible to all the delegates," says Ocampo.
It's more fair to international attendees. In a global economy, not all meeting attendees are going to be located in the United States. It's possible they will be spread among two or more continents. This is especially true for annual association conventions or trade shows. In those situations, it's only fair to rotate a meeting's location so that no one ends up always having the long flight. Where the majority of attendees are based should be taken into consideration, as well as the location of offices and the customer base. Of course, when it comes to incentive programs, the more exotic, the better.
"Either way, the destination will always be key in the experience the attendees have, whether or not it was one of the deciding factors," says Gorin.
With that in mind, incorporating a sense of place leads to success.
It engenders goodwill among attendees. While goodwill is not a goal that can by itself support the weight of a decision to choose a long-haul destination, it can provide significant value to both attendees and the host organization. Faraway locales offer out-of-the-ordinary group experiences that help attendees develop camaraderie and create memories that are priceless. Which, in turn, results in attendees looking upon the company they work for favorably, likely inspiring increased productivity.
Do Your Due Diligence
The success of an international meeting/event depends on how well planners do their due diligence in researching and understanding the customs and culture of the country they are going to.
Marla Harr, a meeting planner for 25 years, is also a certified international protocol consultant at Business Etiquette International, as well as a professor who teaches meeting management at Arizona State University and California State University. She says to keep the following in mind:
Remember that U.S. standards are not international standards. Don't expect the same comforts as are found at home. Never assume there is air conditioning or high-speed internet access on site, things that are often taken for granted in the United States.
Research the country's customs. Not every country does business as it is done in the United States. For instance, in Japan, it is said if you are not 10 minutes early to an event, you are late.
Be careful when selecting the dates of the conference. Know the country's national and religious holidays. What will the weather be like during the time of your gathering?
Be smart about shipping your materials. Follow the applicable customs procedures and processes, or you might never see your packages.
Pay attention to contracts. It is important to remember that contracts are different from country to country. In Europe, they are sometimes one page, but deceptive in that you could still be liable for things that haven't been spelled out. Be sure to note what you feel is missing, and try to include it.
Prepare trip kits. Help attendees by providing an information kit in advance that can include passport and visa requirements and fees, basic cultural words and customs, safety considerations, what to expect going through customs (noting what visitors can and can't take with them), the weather, and what to pack.
Get the details you need to fix a proper budget. It can become complicated when trying to factor in exchange rates, especially when planning a year in advance. Learn about the host country's VAT (value added tax), what items can be reclaimed, and how to get the dollars back.
Elizabeth Warburton, manager, corporate operations, Xelay Acumen, a strategy and management consulting firm focused on healthcare, offers advice related to the payment of international invoices, which she points out can vary from country to country.
"Often direct bank transfers are the easiest method for paying invoices related to special events, activities, or venues. Reduce the high cost of recurring bank transfer fees by setting up an account with OFX.com or TransferWise," she says.
Make It Worth the Trip
You've flown your group thousands of miles away from home, now what do they do?
Prepare the attendees. Before they even get into the country, educate your attendees so they can get the most out of the experience. There are certain things that should always be conveyed to attendees, like understanding safety concerns, and basic words in the local language. "It can be difficult for people who are not used to traveling internationally to go to destinations where there is no commonality in language or culture," says Gorin.
Active education can provide guests with small dictionaries, travel guides, local maps, or anything else that can assist them in getting around or understanding the locals' way of life. Passive education comes in the planning, and the small details that planners understand but their attendees do not blatantly see. This includes using local restaurants, so they not only experience the food but learn about the culture without realizing it. "Educating attendees is something that can be done actively or passively, depending on the purpose of the program," says Gorin.
Leave the hotel. "Tailor the experience to showcase the best of the destination. No one wants to sit in a soulless boardroom that could be anywhere in the world," says Christina DeHaven, CMP, director of client engagement at Grass Roots Meetings & Events. She recently visited Dubai and was impressed with its juxtaposition of the old and the new.
"I assumed that Dubai would be much like Vegas, but there is so much culture, like the Sheikh Mohammed Centre for Cultural Understanding and the souks in Old City," she says. "For groups, an evening in the desert can't be missed. It's easy to think that Dubai is skyscrapers in the desert and believe me, the architecture is absolutely impressive, but learning about the cultural ties to the region was fascinating."
The experiences that international destinations offer that are not offered anywhere else make them memorable. In Dubai, it was having dinner under a star-filled sky, the pale sands of the desert expanding as far as the eye could see that DeHaven says she will never forget.
In Italy, it is the art, architecture, and history. "Combine that with vanguard venues, classic hotels, professionalism, and teambuilding activities, and Italy is a destination that is hard to beat," says Carlo Nocella, sales and product development for Tuo Travel, a Rome-based destination management company.
Add regional flair. One easy trap to fall into is to view the destination in broad strokes rather than as a destination with a culture that is unique. At least one authentic restaurant that showcases local cuisine is included in all the programs Gorin plans. He also makes sure his attendee gifts feature a sense of place.
A meeting that Gorin helped plan in Praia do Forte, Brazil, 45 minutes north of Salvador de Bahia, was held in an eco-resort adjacent to a small village that had shops, restaurants, kiosks, and even a small whale museum.
"We did simple dinners in some of the local restaurants, and the food was amazing. All the attendees really enjoyed the opportunity to see and experience more," he says.
Destinations worth the distance
Global destinations are attracting meetings and incentives with colorful cultural experiences, new offerings, and the opportunity for attendees to break away from the ordinary. Here are just a few that are turning heads.
Dubai
A city-state on the Arabian Peninsula, Dubai is home to the world's tallest building, Burj Khalifa, which rises 2,716.5 feet into the sky. This 160-story monolith stands as the magnificent centerpiece of downtown Dubai and is adjacent to the 900-foot-long Dubai Fountain, one of the world's largest water, music, and light spectacles.
One of the fastest-growing cities in the world, Dubai is also one of the wealthiest and there is no better place to see its riches on display than at the country's souks. These traditional Arabian markets offer a taste of old Dubai. Colorful, noisy, and fascinating, the Gold Souk has gold bracelets, necklaces, and even breastplates prominently displayed, while a few minutes away all one has to do is follow the aroma to the Spice Souk and its colorful sacks of spices, herbs, rice, and dried fruit.
"Founded in 1833 as a small trading post, Dubai is now the business and cultural capital of the Middle East," says Steen Jakobsen, director, Dubai Business Events -- the official convention bureau. "When others predict the future, we create it."
Although hummus, tabbouleh, and baba ghanoush are a few Middle Eastern specialties not to miss, nearly any dish can be found in Dubai, as the cuisine reflects the 200 nationalities who reside in this cosmopolitan city.
"Dubai is a really well-rounded destination that has a lot to offer -- beaches, desert, culture, history, impressive architecture, shopping, boating, entertainment, and nightlife," says Christina DeHaven, CMP, director of client engagement at Grass Roots Meetings & Events.
Japan
Ancient palaces sit in the shadows of modernistic skyscrapers; a 430-foot-tall observation tower soars above Nishi-Hongan-ji, a World Heritage Site in Central Kyoto, built in 1587. Centuries-old traditions thrive along with futuristic technologies that are reality here. Quiet, organized, and efficient, Japan impresses. There are scenic views at every turn in this extremely safe country, where, strolling along spotless streets, there's a sweet perfume of blooming flowers in the air.
Japan has all the components in place to motivate groups. "It is one of the few places in the world that, surprisingly, hardly anyone has been to, although lots would want to visit. And, due to the distance from places like North America, Europe, and Australia, it is somewhere that people are pleased that their company will take them to," says James Kent, sales and marketing manager, The J Team, a destination and event management company based in Japan. "Once a Westerner gets here, they tend to have an open-mouthed wow until they leave."
With the tagline, "New Ideas Start Here," Japan is showcasing the fact that it is a knowledge hub brimming with creativity and that its expertise, culture, and knowledge are readily available to be shared with meeting groups.
One of the most popular cities in the world, Tokyo is a quirky metropolis. Standing at the famous intersection outside Shibuya Station, packed with people and neon signs, you might see a parade of people whizzing by on of all things, go-karts. Plus, they are all dressed as characters from the video game Mario Kart. Amazingly, go-karts have become a common sight on Tokyo's busy streets. How is that for a unique teambuilding option?
Japan's capital city of Tokyo is a thriving center of culture and innovation. There is no other place in the world that boasts a hotel run entirely by robots. That is what you find at the futuristic Henn-na, in the Tokyo Disney Resort district.
"I could not believe how modern and different Tokyo is from any other city I've ever been to in the world," says Los Alamitos, CA--based Michelle Ocampo, CMP, conference planner for IEEE Computer Society. "I'm so glad to have experienced Tokyo as well as Toyama and Kanazawa, to see the diversity of culture Japan has to offer."
Toyama, a coastal city that is home to the country's pharmaceutical industry, has a strong tradition in decorative glassware, and Kanazawa is often referred to as the face of old Japan, as it is one of the best-preserved cities in the country. They are less known than metropolises like Tokyo and Kyoto, but they have CVBs at the ready to help.
One of the takeaways of Christoph Schewe, managing director of the Montreal-based International Federation of Air Line Pilots' Associations, after a recent visit, is that Japan offers a multitude of meeting destinations and venues. "While especially Tokyo is assumed to be a relatively expensive place to hold meetings or conventions, the easy access to other Japanese cities by short national flights or by the bullet train makes them interesting and cheaper alternatives. I was also positively surprised by the attractive financial benefit packages that most of the smaller cities offer for events," says Schewe. He visited Nagoya, home of Toyota and rich in Samurai history, and Shizuoka, sometimes referred to as Japan's Riviera, and home to Mount Fuji, the country's most iconic landmark, by high-speed bullet train.
Excitement is in the air throughout Japan as preparations are underway in Tokyo to host the 2020 Summer Olympics. At last count, 45 new skyscrapers are being built in Tokyo in addition to a new train station and stadium. The National Stadium, which will cost approximately $1.4 billion is scheduled to open in November of 2019 and will be the site of the opening and closing ceremonies.
South Korea
It's a special destination that preserves its history while keeping up with the latest innovations, be they in fashion, music, or technology. South Korea is just that country. In a relatively short amount of time, the country worked its way out of poverty to prosperity.
Seoul's Gyeongbokgung Palace, the oldest and grandest of five Joseon Dynasty palaces with a history that dates back to 1394, is surrounded by majestic, glistening, modern buildings and trendsetting restaurants and galleries that are a stroll away. Buddhist temples, dynastic palaces, large swaths of mountains, and a complex and delicious cuisine make South Korea safe, friendly, and prosperous.
Seoul, its capital, is a business-minded city with a commercial hum dotted with gardens, shrines, palaces, and hanoks, traditional houses often built around courtyards.
The juxtaposition of the old with the new takes center stage in "The Land of the Morning Calm," where its residents are kind, efficient, and service-oriented.
There is a harmonious integration of traditional values and hospitality combined with sophistication and worldliness here.
Given Korea's size and its public transportation systems that include high-speed trains and domestic flights of often less than an hour, getting from city to city is hassle free. Plus, award-winning Incheon International Airport is serviced by more than 90 airlines that fly to 186 cities worldwide.
Seoul is graced by the Hangang River, which flows through the center of the city, as well as majestic mountains. Public parks of all types and sizes are scattered throughout the city. One of the newest is Seoullo 7017, named after a Seoul Station overpass that was built in the 1970s, that today is a pedestrian promenade with more than 24,000 indigenous plants in a variety of colors, as well as trampolines for the young. Reminiscent of New York's High Line Park, the walkway features eateries, performance spaces, and a tourist information center.
Another area in Seoul perfect for a stroll is along the Cheonggyecheon Stream. Set 15 feet below street level, the green oasis in the midst of the city is complete with serene waterfalls, nearly two dozen overhead bridges, art installations, and street performers. It's hard to believe that the original stream was paved over in the late 1950s.
Hanbok, traditional Korean attire, are on hand here for visitors to try on. From traditional hanbok like those worn by royals, to the recent trendy fusion-style, a diverse selection of designs is available for both men and women. At historic sites throughout the country it is common to see visitors dressed in hanbok wandering about.
The 123-story Lotte World Tower, which recently opened in Seoul, is Korea's tallest building, boasting the world's highest glass-bottom observation deck -- definitely not for the faint of heart. A mall, aquarium, cinema, and concert hall join the world's highest swimming pool, housed on the 85th floor, and the world's fastest elevator whisking visitors to the top in one minute.
A labyrinth of terraced houses painted in a kaleidoscope of pastel colors awaits groups in Gamcheon Village in the city of Busan. This artsy enclave started as an ascetic religious community and its population swelled during the Korean War from 1950 to 1953, when a mass exodus of refugees settled here. This one-time shantytown has been transformed into a funky maze of charming shops, cafes, art, and stunning views. In 2009, artists were invited to add their touches to the city's walls, stairs, and buildings.
Path markers in the form of colorful fish, each one created by a neighborhood child, lead the way. A popular photo site is next to the Little Prince and the Fennec Fox, a sculpture by resident artist Na Inju that gazes out into the Busan Harbor. One steep staircase is painted to look like a stack of books, each stair a different classic. On another block, three metal dandelions towering as high as a two-story building are among the art you encounter in this Alice in Wonderland--style setting.
Gamcheon Village is just one of the highlights of Busan, the coastal city in southeastern South Korea, about 200 miles from Seoul.
This article appears in the May 2018 issue of Successful Meetings.