By Sylvie di Giusto, CSP, CPAE
Talk to any speaker long enough, and one dream is bound to surface: taking their message to a global stage. The allure is understandable: images of exotic destinations, selfie-filled reels beside iconic landmarks, late-night receptions under foreign skies, multilingual backstage crews managing headset switches, and spontaneous applause in languages you don’t even speak. And while all of that can be true, there’s a much more complex, behind-the-scenes reality that rarely makes it into highlight reels or social media feeds.
So, let’s unpack what it really means, and how much effort goes into making those glossy global dreams a reality.
1. You need to put your global ambitions on the map, literally and figuratively
Many speakers assume international clients will simply “find them” once their speaking career reaches a certain point. Spoiler alert: they won’t. If your marketing and positioning doesn’t explicitly communicate that you are available for international engagements (or better yet, experienced in them), you’re invisible to a big portion of opportunities.
Does your website clearly say “international speaker?” Is it search engine optimized for global keywords? Do you showcase worldwide brands and testimonials? Are you using hashtags in multiple languages on social media? Do you add multilingual captions to your videos that make them discoverable in other regions? These small but strategic actions signal that you’re not only willing to speak internationally. You’re ready.
2. Global conference hosts are reading between the pixels
When international conference hosts land on your website, they aren’t just looking for your fees or your demo video. They’re evaluating your ability to cross borders, cultures, and expectations. Do you show cultural awareness? Is your message too U.S.-centric? Are your visuals inclusive and universally resonant? Does your language make assumptions about norms around the world? These subconscious cues determine whether you’re seen as a global citizen or a regional player trying to play globally.
A globally ready website should not only be compelling and credible. It should translate across cultures. (No, not literally. But yes, maybe that too.)
3. Not every topic is hot everywhere (right now)
Just because your message lights up rooms in the U.S. doesn’t mean it will resonate the same way abroad. In Asia, the current focus is on technological innovation and digital transformation. In South America, resilience and community-based leadership continue to shape the conference landscape. Europe still places a strong emphasis on sustainability. Meanwhile, in parts of Africa, entrepreneurial empowerment drive demand for fresh perspectives.
Every region moves at its own pace, shaped by its own political climate, cultural priorities, and economic realities. You may not go global all at once, but you can earn your way into new markets one region at a time, with a message that’s relevant to their current needs.
4. Currency is not the only thing that needs converting
Working internationally introduces a list of friction points. Currency exchange is just the beginning. There are language barriers, time zone challenges, tech compatibility issues, and most importantly, the need to adjust your content so it’s culturally relevant. Because relevance doesn’t travel by default; it’s earned through adaptation.
That means taking the time to learn what “leadership” means in Japan vs. Germany. Or what “customer service” looks like in India vs. Canada. Or that a hand gesture that conveys confidence in one country might be offensive in another. What earns laughs in one region might fall flat in another. References to sports, politics, or holidays can either elevate or alienate.
There’s a difference between delivering a keynote abroad and delivering one that resonates abroad. Localizing your content means customization isn’t just a suggestion. It’s your responsibility.
5. Assumptions might be your biggest blind spot
You’ve heard them. “Germans aren’t funny.” “Asians are shy.” “Latin audiences are always loud.” These cultural assumptions may come from a kernel of anecdotal truth, but they’re rarely helpful and often misleading.
Yes, every region is nuanced, and every audience is unique. But your job isn’t to assume. It’s to research, respect, and remain curious. Don’t rely on blanket beliefs; instead, ask the people who live there, work there, and understand the culture best. And remember, while every audience is different, they all have one thing in common: they deserve your utmost respect.
6. Legal requirements are your problem, not theirs
Speaking in another country most often requires more than a plane ticket. In many cases, you need a work permit, a business visa, or other legal documentation to be in compliance. Guess who’s responsible for figuring that out? You. (Even if you’ve been booked via a speakers bureau.)
Failing to meet these legal requirements doesn’t just risk personal embarrassment; it jeopardizes your client’s event and strains your relationships with partners who vouched for you.
So, assume nothing. Research everything. Because being turned away at customs is not just a personal nightmare; it’s a professional one.
7. Your fees might flex, but your value shouldn’t
There are different ways to approach your international fees, and none of them are inherently right or wrong. Some speakers charge a dedicated international rate that accounts for the added time, complexity, and travel. Others apply their standard U.S. fee. Some adopt fee structures based on local market expectations. Others take a more fluid approach, seeing international speaking as a lifestyle choice rather than a strict business transaction. The path you choose is a personal decision only you can make.
Yes, different regions have different economic norms. Yes, travel is expensive. Yes, it might take creative packaging to make it work. But one thing should never fluctuate: your added value. Just because you charge less or more, cannot lead to delivering less or more on stage.
8. The globe isn’t your shortcut; it’s your promotion
It’s tempting to think that going global will solve a sluggish calendar or boost your stagnant business. But here’s the truth: if the foundation isn’t solid at home, chances are it won’t hold up overseas. You see, some speakers look to international stages as an escape hatch, believing that clients abroad will see something domestic audiences have missed. The reality? International clients are just as discerning, if not more so.
If your message hasn’t gained traction locally, it likely needs refinement, not relocation.
__
Speaking internationally is not just about another passport stamp. It’s about the purpose and the privilege. It’s humbling, rewarding, and a profound responsibility. You’re not just representing yourself; you’re representing your country, your industry, and, for many of us, the standards and values set by NSA.
P.S. For those who truly want to dive deeper into what it means to speak internationally, explore the NSA Digital Vault and the “Global Perspectives” interview series featuring voices from international bureaus, speakers, and market experts.