Ensure Your Event Is Worth the Trip

International attendance has long been one of the clearest indicators of an event's global relevance. When professionals travel across borders to attend a show, the value of being there must outweigh the cost, complexity and time away.

But that calculation is changing. Across industries, international travel now faces tighter budgets, longer approval cycles, currency fluctuations, tariff volatility, geopolitical tensions, safety considerations and a growing number of regional alternatives. None of these factors signal that international audiences have lost interest. They’'e just traveling more selectively—and so perceived value plays a critical role than ever in their decision-making.

For association leaders, this reframes the conversation. Instead of asking whether international demand is declining, a more strategic question emerges: Is our event earning the trip? The answer depends on how intentionally associations build relationships with international audiences between event cycles.

Please select this link to read the complete article from ASAE's Center for Association Excellence.