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Cultural literacy isn't optional; it's a strategic imperative for business travellers. This is the perspective of Bonnie Smith, GM of Corporate Traveller, who emphasises that cultural literacy is fortunately enhanced by celebrations like Heritage Day in South Africa. 

Travelling for work? For those who find themselves in a boardroom in Tokyo as often as in Johannesburg, being on point with their business game is as important as being on point with their cultural understanding. Nailing that presentation or sealing that deal in a business meeting is just part of the equation.

Understanding the heritage and etiquette of the place you're visiting is equally crucial. Neglecting these aspects of business travel etiquette can make or break the business relationships you're trying to cultivate. "Overlooking cultural norms isn't merely a faux pas; it's a missed opportunity to build lasting, respectful business relationships, and make a positive impression," adds Smith. 

The best way to avoid stumbling through cultural minefields? Smith suggests that travel management companies (TMCs) often provide cultural briefings or training sessions to educate travellers about the local customs, etiquette, and norms of their destination. 

"This can include information on appropriate dress codes, gestures, greetings, and taboos. Being aware of these cultural nuances can help travellers avoid inadvertently offending locals," says Smith. 

Another way to grasp cultural norms is by engaging with local colleagues or clients. These interactions offer invaluable insights into what's considered polite or impolite, giving you an advantage in building stronger, more respectful relationships. It's not just about making polite chit-chat; it's about understanding where people are coming from—literally and figuratively. 

Remitly, a global money transfer service, recently released a "cultural literacy" map. (This isn't something you can plug into Google Maps to navigate the nuances of a business trip, sadly). Based on this, here are five key cultural insights to keep in mind as a business traveller: 

Chapters

When fashionably late isn't so fashionable 

Be aware that different countries have varying attitudes towards time. While being fashionably late may be acceptable in some places, like Canada, Jordan, and Eswatini, punctuality is crucial in countries such as Austria, Poland, and Sweden. Always adapt your schedule to arrive on time – according to what’s appropriate. 

Mind your step. Elders first!  

Show respect for elders, a nearly universal cultural norm. This can manifest differently across cultures, from allowing elders to enter a room first (e.g., Congo) to serving them before others (e.g., Vietnam). Don't get caught off guard or take offence in Armenia; asking personal and detailed questions is customary. Be attuned to these local customs to establish positive relationships wherever your business trip takes you. 

When in Rome…  

Each country has unique customs and etiquette. For example, in Finland, it's common to embrace the sauna culture, even in business settings, where nudity is expected. Being familiar with these local customs, such as greeting with air kisses in Belgium or not pointing with your index finger in Malaysia, demonstrates cultural awareness and respect. In Argentina, giving a thumbs-up has a very different connotation—it's seen as rude. 

To deadline or not to deadline?

Understand that the importance of deadlines can vary significantly. In Tunisia, deadlines are often treated as flexible suggestions, while in other countries, they are more rigid. This knowledge is crucial for managing expectations and planning work efficiently—the recipe for a successful business trip.  

Respect with a twist 

In some cultures, expressions of respect may surprise you. For instance, in Zimbabwe, clapping is a sign of respect, and it's even incorporated into traditional handshakes. In Japan, it's customary to slurp your food to express gratitude—and in Gambia and Togo, burping after your business lunch is a way of complimenting the chef. 

Dive into the exciting world of diverse local customs with a spirited and open heart. Who knows, you might find yourself championing the next big cultural exchange, be it business saunas in South Africa or a global appreciation for a hearty post-meal burp! 

Want to know how to support your teams with a highly experienced business travel manager with at least 5 years' of travel experience? Reach out to Corporate Traveller, and let's talk!

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