International participants are gold
A race with 20-30% international participants has a different quality of operation than a purely local one. International runners:
- Pay full price (no local discount expectations)
- Stay 2-3 nights, spending locally
- Post photos from your event to global audiences
- Recommend your race to their networks
- Bring sponsors' attention (brands want international reach)
But selling to them requires handling operational complexity your all-local race avoids.
Tax complexity
Your race is held in Croatia. A German registers online. Where is the VAT collected?
Rule of thumb: for B2C event services, VAT is collected at the location where the event is held. So a German runner pays Croatian VAT (25%) on their registration.
But exceptions apply:
- B2B registrations (corporate team) may apply different rules
- Some countries have reduced VAT rates for sports (check locally)
- Non-EU participants may be exempt from VAT altogether (but often still pay)
Time-Monkey's CountryTax configuration lets you set tax rules per country of the participant, per country of the event. Automatic application during registration.
Currency handling
You have three approaches:
Single currency (your local): All participants see and pay in EUR. Simple. But foreign runners mentally convert and may feel the price differently than locals.
Multi-currency display: Show price in their estimated currency based on IP geolocation, charge in your currency. Best of both worlds if supported (Stripe can do this).
Multi-currency charging: Actually charge in their currency. More complex, higher fees, and rare for race events.
Most race platforms use display-only multi-currency with single-currency charging.
Language expectations
Time-Monkey supports 11 languages including all major CEE + DACH + Latin markets. Each participant registers in their preferred language.
What they expect:
- Event description in their language
- Registration form in their language
- Payment confirmation in their language
- Race day instructions in their language (or English at minimum)
- Results announced in their language
- PDF invoices in their language
Missing any of the above is friction — especially important for older participants less comfortable with English.
Payment method preferences by country
What payment methods participants prefer varies by country:
- Germany: SEPA direct debit, PayPal, card (usually Girocard)
- UK: Card, PayPal
- Austria: Bank transfer (SEPA), card
- Switzerland: Card, TWINT (local), Stripe
- France: Card (Cartes Bancaires), PayPal
- Italy: Card, satispay (local)
- Balkans: Card (via Stripe), Stripe
Time-Monkey supports multiple gateways in parallel. You enable what matters for your audience.
Cultural expectations
Germans expect: punctual start, exact documentation, clear rules, professional execution. Forgive nothing loosely scheduled.
Italians expect: warmth, flexibility, social atmosphere. Perfect scheduling less critical; great food essential.
British expect: clear communication, fair rules applied consistently, proper results.
French expect: quality course, good timing, organised chip pickup, cultural element to event.
Balkan runners expect: familiarity, personal connections, respect for local rivalry (Zagreb vs Split, Belgrade vs Novi Sad).
Generalisations, but actionable. Adjust event communication and logistics to meet varied expectations.
Visa and travel information
For EU citizens: no requirement.
For participants from further afield: provide visa-invitation letter on request. Most consulates accept official event confirmation.
Helpful additions on your event page:
- Visa information section
- Recommended hotels near venue
- Airport transfer options
- Race day transport
- Recommended restaurants / attractions
International marketing channels
- AIMS / IAAF calendar listings (for certified races)
- AhotU, Run the Earth, Worldwide Running (aggregator sites)
- Strava events feature (for participant peer visibility)
- Facebook events targeting interest groups in target markets
- Partnership with tourist board of host city
Confirmation email localisation
Simple but impactful: the first email an international runner receives should be in their language. Automatic localisation based on their selected preference at registration.
Time-Monkey sends localised confirmation, reminder, and race-day emails based on each participant's language.
The host-city partnership play
Many tourist boards offer grants or co-marketing for events that attract tourists. Approach them 6-12 months out with:
- Expected international participant count
- Projected economic impact (hotel nights, restaurant spend)
- Media coverage plan
- What you need from them (promotional support, logistics)
A successful partnership can cover 10-30% of your event budget while increasing international registrations through their channels.