If your events have the words “International”, “Global” or “World” in their name – this post is for you.
What qualifies an event as international rather than a “simple” national meeting?
Perhaps it’s the audience, coming from at least a few different countries; perhaps it’s the speaker line-up, made up of experts from all over the world; perhaps it’s the scope of the event – a far-reaching issue or a bold commercial goal.
The one thing that automatically makes your event not international? English.
Allow me to elaborate:
- English is the only language your event’s website – and info – is available in
- English is the only language your speakers are presenting in
- English is the only language your audience is allowed to participate in
That’s a problem – not just for inclusivity, but for business: events that operate solely in English are leaving money on the table.
Why? Because they unintentionally exclude a massive audience: professionals, decision-makers, and potential buyers who don’t speak English fluently enough to engage confidently.
And here’s how that impacts bottom lines:
- Restricted speaker choices: by limiting panels to English-speaking experts, organizers miss out on top voices from key markets where English isn’t the dominant language.
- Lower engagement: even attendees who understand English might struggle to follow nuanced discussions and will not have the confidence to take part, leading to passive listening instead of active participation.
- Reduced reach and conversions: on top of those who don’t even try to attend because of the language barrier, audience members who can’t fully grasp the content are less likely to engage or invest in your product, service, or next event.
Professional interpreters: the quickest solution to making your event truly international
Interpreters, live translators, onsite translators – however you want to call them, they’ll come to the rescue.
Integrating live and written translation before, during and after your events can make your event truly global – maximising effort and investment.
And it doesn’t mean adding 20 languages overnight. Instead, this can be approached strategically and gradually:
- Start with your core markets: identify the key non-English-speaking audiences that drive attendance and revenue. Prioritizing 1-3 languages based on demand ensures maximum ROI.
- Offer interpreting for main sessions: you don’t need to translate every single breakout room—focus on high-impact panels and keynotes first.
- Promote multilingual accessibility: if attendees have access to info on your event in their language, they are more likely to register, stay engaged, and return in the future.
Ask yourself: the most successful global brands don’t operate in just one language – so why should global events?
New to all this? Have you tried it in the past and it didn’t quite work out? Let’s have a chat.