Stepping outside your home market to attend or exhibit at an international event can open doors to new audiences, partnerships and opportunities. However, global events come with complexities that look very different from domestic shows, and the brands that thrive are the ones who plan for those realities in advance.

Below are five of the most important considerations when taking your brand overseas – and why specialist experience matters more than most people realise.

1. Logistics aren’t just bigger – they’re completely different

International event logistics go far beyond simply shipping a stand from A to B. Every country has its own rules around imports, customs clearance, temporary exhibition goods, health and safety documentation and timeframes. One missing ATA Carnet, delayed shipment or misunderstood regulation can stall an entire show.

Experienced partners with established networks can help navigate freight, customs, paperwork and venue requirements, minimising risk and preventing unnecessary costs, delays and stress.

2. Cultural differences influence everything

What resonates with a UK audience will not always land the same way abroad. Cultural nuances influence stand design, messaging, hospitality, how meetings are arranged and even how visitors expect to be greeted. Understanding the expectations and etiquette of the market you are entering ensures your brand is positioned appropriately and respectfully.

This is not just about avoiding misunderstandings – it is about maximising engagement and making a positive, memorable impression.

3. Local intelligence is a competitive advantage

Every venue, build team and AV supplier operates differently, and quality can vary dramatically from country to country. Working blindly with unfamiliar suppliers can easily lead to miscommunication, rework or unplanned costs onsite.

Having reliable partners with local knowledge and trusted supply chains enables smoother builds, better collaboration and fewer surprises – both during setup and live days.

4. Budget differently for international shows

International exhibiting introduces cost categories that do not apply domestically: duties, storage, on-site labour rates, power supply costs, union rules, venue services, handling equipment and more. Many of these vary not just by country, but by venue and even by hall.

Understanding the full financial picture early prevents painful last-minute add-ons and helps justify ROI more accurately when reporting back to stakeholders.

5. Follow-up matters even more

Events do not end when the stand breaks down. If you are exploring a new market, you are likely to return home with a stack of valuable contacts and conversations. Timely and culturally-aware follow-up can make or break the long-term value of the show. Local sales expectations, formality levels, communication styles and timeframes all affect conversion.

Brands that treat follow-up strategically build relationships faster and gain a far clearer understanding of their market potential abroad.

Going global should not feel overwhelming

International exhibitions and events are some of the most powerful tools for entering new markets – but success depends on preparation, local understanding and trusted delivery. At Saward Marketing & Events, we have supported brands across the world, helping them plan, build, localise and manage international shows with clarity and confidence.

If you would like to talk about how we can support your next overseas exhibition or event, just get in touch.