While no association has the ability to change government visa regulations, there is plenty that can be done to ease the process for overseas attendees as well as make their experience at the show a positive one. Here’s what the experts recommend:
- Letter of invitation. Overseas attendees seeking a U.S. visa will need an official letter of invitation containing personal data such as the attendee’s name, date of birth and passport number. A generic letter of invitation posted on the association’s website will not work, cautions Chris Meyer, vice president of convention sales for the Las Vegas Convention & Visitors Authority.
“That’s the biggest mistake an association can make—any Tom, Dick or Harry can print it out,” he says. “The State Department knows this and they will not accept a forgery. The more information you can supply for the letter, the easier it is to get the visa.”
- Early preparation. Overseas attendees should be advised to apply for their visas at least three months in advance. Organizations can help steer attendees through the process by letting them know what to expect and by providing links to the State Department and consulates.
- Marketing strategy. Make the most of the fact that the show is attracting a global audience, says consultant Stephen Sind, president and CEO of Global Event Strategies.
“There are a lot of shows out there and the foreign buyer has a lot to choose from, so you need to make the case that yours is truly global,” he says. “You also need to have someone on your staff dedicated to reaching this market. It needs a serious focus and a long-term effort.”
- Extra value. A trade show alone might not be enough to draw some overseas attendees. They may also want education content and even special tours designed to make the trip worth their while.
“Some of the conference content should be tailored for them and the experience should go beyond the walls of the show,” says Cherif Moujabber, president of Creative Expos and Conferences in Boston. “For instance, shopping center owners will want to tour local shopping centers. They will want some real-life experience.”