In November 2023 a small but perfectly formed group of association event professionals met over dinner. The topic of discussion was importance of cultural authenticity in international meetings. The event was sponsored and hosted by Oman Convention Bureau in conjunction Brightelm, . The participants delved into various aspects, revealing insights and considerations shaping decisions in the events industry.
Let me start by saying that when I was at University one might be forgiven in thinking cultural authenticity was a major deciding factor in attendance. Nearly 13 years later I have rarely seen this to be the case. Destination? Yes! Cultural authenticity? Not so much! And what is cultural authenticity anyway? Using a humble croissant as an example of cultural assimilation, which I can buy in many various forms in the UK (and I imagine to the disgust of many a French citizen), is anything still truly authentic?
Destination decision-making
We opened the conversation by exploring the importance of various decision-making criteria for international congresses. Whilst price (direct and indirect), location, transportation, tax implications and the strength of the local economy, and facilities are all strong deciding factors, it was interesting to see the range of issues considered additionally. The sustainability of the facilities, unsurprisingly, is now beginning to rate highly for planners who are trying to reduce the carbon impact of their events particularly against the threat of companies’ carbon budgets. The strength of the Local Organising Committee is also often considered, although its importance is dependent on how much work is required to be completed by it.
What makes delegates attend international meetings?
The next topic of discussion centred on deciding factors for attendance. There was a general census around the table that destination does still have an influence on whether a delegate will attend a meeting. Most of us that organise global or regional meetings will understand, generally speaking, the host country will always send the largest delegation to a meeting simply on the basis of proximity alone. A local meeting can as much be a pull for attendance as a long-haul destination can be a put-off.
There are other pull factors though. Travel grants, the opportunity for sponsored attendance and bursaries can all help attendance from those who really need the help, particularly if they are means tested. I’ve personally always liked the offer of cheaper tickets for those attending from low and lower-income economies1 by some congresses. Another pull factor is the modern phenomenon of FOMO (Fear Of Missing Out). This inevitably that programmes need to look incredible, and social channels need to be capitalised on. I know from personal experience, if you know your friend is going there’s a strong draw to attend too.
How important is authentic experience?
Our final topic of conversation was the importance of authentic experience to delegates. We spent some time discussing the “digeridoo moment”, the well-intentioned but often awkward moment of the local cultural showcase. This moment typically takes place at the beginning of an opening ceremony or lecture. There was general agreement that for an experience to feel authentic, it needs to be stronger than a nod to the local culture. Of greater value would be the embracing of a cultural heritage, or even the acknowledgement of historic issues. The importance of inclusivity across faculty, content and attendees was also highlighted as an important draw for attendees. If you can see something of yourself in a programme or experience, surely that’s more of a pull to attend than if you do not?
So what were our takeaways from this powerful discussion? Is it relevant and beneficial to aim for cultural authenticity in international meetings? First and foremost that any resemblance to cultural authenticity cannot be achieved by a tick-box exercise, with some participants suggesting that closer collaboration with Convention and Visitors Bureaux (CVBs) to integrate cultural aspects early in the planning process might help with this challenge. Key takeaways emphasized the importance of enjoyment and learning, provision for partners, and recognising that cultural reality varies for each individual.
Author: Rob Eveleigh, Managing Director, Brightelm. Published: December 2023