Expanding horizons: international opportunities for UK organisers

At the AEO Conference 2024, leading experts shared insights on global expansion. The panel featured Gareth Bowhill (CloserStill Media), Raphael Sofoluke (UK Black Business Show), Kerry Prince (RX), Simon Foster (Arc), and Jason Stead (GES). Their discussion covered everything from investment strategies to balancing domestic and international growth.

For senior event and exhibition organisers, the world is full of opportunities - but also challenges. Expanding internationally is no small feat, requiring a mix of strategic planning, local market understanding, and risk assessment. Here’s what our panel of leading industry experts had to say about navigating international expansion successfully.

The three-year rule for launches

If you’re planning an international launch, thinking long-term is key. Industry leaders agree that achieving profitability within the first year is an ambitious goal, but a solid three-year plan sets the foundation for success. Metrics like visitor numbers, market penetration, and rebooking rates should be at the heart of your strategy. While high margins in year one may be unrealistic, building scale over time will ensure sustainable growth.

Where (and where not) to invest

Geopolitics is a major factor in investment decisions. While emerging markets offer exciting prospects, they also come with risks. Experts warn against unpredictable territories like Russia due to its evolving political climate. Meanwhile, China remains a powerhouse, but its complex regulatory environment presents challenges - especially in sectors like semiconductors. Many organisers are turning to India, which offers growing opportunities with fewer restrictions.

Balancing domestic and international growth

Expanding abroad shouldn’t come at the cost of your UK presence. Overextending resources can dilute your brand and stretch your team too thin. Leveraging local partners can be a game-changer, providing on-the-ground expertise while keeping your core business stable. Sequential selling - expanding too fast without ensuring success at each step - can also be risky. Careful resource allocation is essential.

Execution is everything

Successful international launches depend on investing in people and partnerships. Hiring local talent and working with regional teams can help you navigate cultural nuances and audience expectations. Understanding the local market before committing fully can mean the difference between success and failure.

Key takeaways for UK event organisers:

• Plan for three years, not just one – quick wins are rare, but long-term strategies yield results.
• Be mindful of geopolitical risks – some markets are more volatile than others.
• Don’t neglect your home turf – balance international ambitions with domestic stability.
• Invest in local expertise – partnerships and hiring locally can make all the difference.
• Listen, execute, and grow strategically – sustainable expansion comes from informed, calculated moves.

Whether you’re eyeing global expansion or refining your domestic offering, the right approach can ensure your events thrive both at home and abroad. By focusing on smart investment, local insight, and strategic planning, UK organisers can turn international ambitions into long-term success.