Global Meetings Industry Day delivered a ton of valuable insights, but one takeaway really stuck with us—thanks to Melissa Acosta. Her message? The key to successful global meetings isn’t just great logistics. It’s cultural intelligence.
“Meetings fail when we assume culture doesn’t matter.” – Melissa Acosta

It’s Not Just About Logistics—It’s About People
Here’s a stat that might surprise you: The global meetings industry contributes over $1.5 trillion to the economy and supports millions of jobs. Impressive, right?
But here’s the catch: the biggest missed opportunities don’t happen because of bad schedules or tech glitches—they happen when we misunderstand culture. Missteps in communication, tone, or behavior can quietly (and quickly) sink relationships, negotiations, and attendee experiences.
Imagine…
You’re planning a high-profile event in Japan. Your handshake is too firm, your direct tone comes off as aggressive, and your schedule overlooks key local traditions. The result? Your client feels disconnected. Meanwhile, your competitor nails the tone, honors traditions, and lands the deal.
What made the difference? Cultural intelligence.
A Quick Breakdown of CQ (Cultural Intelligence):
- CQ Drive: Stay curious. Spot your biases and get excited about learning from other cultures.
- CQ Knowledge: Understand where your assumptions might clash with your clients’ expectations.
- CQ Strategy: Plan ahead. Ask thoughtful, open-ended questions to avoid awkward surprises.
- CQ Action: Walk the talk. Adjust your communication style and behavior to connect more meaningfully.
Think of it this way: you don’t want your clients wondering things like…
“Why didn’t she shake my hand?”
“He’s standing a little too close…”
“Am I supposed to give her my business card?”
Avoid the confusion. Adapt your approach. Lead with understanding.
Cultural Awareness in Action: What to Consider
- Be proactive about language differences
- Accommodate religious or dietary restrictions
- Respect local business etiquette
Learning to adapt, understand, and connect across cultures isn’t just a skill—it’s a superpower.
Zooming In: The LATAM Perspective
Let’s talk Latin America—one region, so many cultures. It’s the fastest-growing region for meetings and events, and it’s incredibly diverse.
Here’s where folks often slip up: assuming that because most countries speak Spanish, they operate the same way. Nope.
- A formal handshake in Colombia might be a hug in Brazil
- Business etiquette in Argentina is not the same as in Mexico
- Even within Mexico, customs and dialects shift from region to region
Latin America is a powerhouse—and it deserves a thoughtful, tailored approach. No copy-pasting here.
So, What’s the Big Takeaway?
Global meetings aren’t just about places—they’re about people.
Here’s how to make yours better:
✅ Do your homework—before you plan
✅ Stay flexible and open-minded
✅ Never stop learning
Cultural intelligence isn’t just a nice-to-have. It’s your secret weapon—and the future of global events.
To learn more about the future of events, check out what’s trending in events this year.
Let’s bring your vision to life—with pro-level AV, seamless production, and zero stress, contact us!