Ratgeber
Planning a client trip or client event abroad
Corporate plans client trips and client events abroad so that goal, guest list, invitation and internal policies are settled at the start. Programme and running order follow, and compliance and tax questions are clarified in advance with the legal department and fiduciary.
Von Corporate, Stand
Schritt für Schritt
- Define the goal of the event: nurture the relationship, close a deal, say thanks or present a product.
- Define the guest list and internal responsibilities.
- Check internal policies on invitations and gifts.
- Choose place, dates and format, and request quotes.
- Send the invitation and manage registrations.
- Finalise programme and running order, and prepare a briefing for hosts.
- Plan the follow-up: thanks, conversations, evaluation.
Checkliste
- Goal and success criteria set
- Guest list agreed
- Internal policies on invitations checked
- Legal department asked about compliance
- Fiduciary asked about tax treatment
- Entry requirements checked with the FDFA (EDA)
- Company host named for each guest
- Follow-up planned
A client trip is a business event with its own rules. Guest list, invitation, compliance and programme differ from an internal business trip. This article shows the order of steps and the roles for management, sales and organisation.
How does a client trip differ from a team trip?
A team trip is about collaboration. A client trip is about a business relationship. This changes expectations: guests compare presentation, organisation and the host role, and every mistake affects the company's image.
Planning therefore needs more care with invitation, hosting and programme. For each guest, one person from the company should be named as host, who knows the relationship and is available for conversation.
Decide what result you expect: exchange, deepening the relationship, thanks or the presentation of a product. This goal determines format, duration and place and belongs in the decision paper. Also decide how you will tell after the event whether it was achieved, for example from follow-up conversations that have been agreed.
Who decides, who invites, who hosts?
Management sets the goal, the budget range and the circle of guests. Sales knows the client relationships and proposes guests. Office management or event planning organises the trip and programme. This division avoids duplication of effort.
Name a contact person for the guests on site who answers questions about programme and logistics. The company's hosts look after conversations, not organisation. This separation relieves both sides. A host who also has to sort out transfers cannot concentrate on his or her guests, and an organiser in conversations with clients seems out of place.
Record tasks and people responsible in a simple list. It serves as a basis for meetings and shows open points early.
Which compliance questions need clarifying?
Many firms have rules on invitations, gifts and hospitality for business partners. Check these before the guest list. For guests from public authorities or from companies with their own rules, accepting an invitation may be restricted.
Ask your legal department which limits apply and how the event should be documented. The tax treatment of costs for client events you clarify in advance with your fiduciary. This article gives no binding statements on it.
Inform guests early about the content and scope of the invitation. Guests can then check internally whether they are allowed to take part, and you avoid last-minute cancellations. In the invitation, also state whether accompanying persons are welcome and who pays for travel and accommodation.
How do you choose destination and format?
Choose a destination that suits the circle of clients and the occasion. Destinations with strong infrastructure and international accessibility are suitable when guests travel from several countries. For guests from Switzerland, a destination within Switzerland may also fit.
The format depends on the purpose: an evening event, a day programme with presentations or a multi-day trip. Do not choose more programme than the guests can absorb. Many clients have little time and appreciate clear, short running orders. Ask key clients informally in advance which format is realistic for them, before you request quotes.
Check travel time, entry and time zones. The current position on entry can be checked with the FDFA and the authorities of the destination country. Take account of guests' public holidays and holiday periods.
How do you design invitation and running order?
The invitation states purpose, date, place, running order and contact person. It should feel personal and be sent early, usually several weeks before the event. A registration deadline and a reminder email help with planning.
In the running order, meeting and conversation take priority. Plan time for exchange, not just for presentations. A shared dinner with a well-thought-out seating plan creates opportunities for personal conversations.
Prepare a briefing for the company's hosts: guest list with short profiles, topics of conversation, timetable and contact persons. That way everyone appears confident.
What follows after the event?
Thank the guests personally soon after the event. A message from the respective host has more impact than a form letter. Summarise agreed next steps in writing.
Evaluate internally what worked well and what did not. Ask guests for feedback too, carefully, preferably in a personal conversation with the host rather than by questionnaire. Use the findings for the next event.
For planning, Corporate offers consultation by video call. Start via the [Corporate planning page](/m/corporate/planen).
