6 min read

How to Get More Expats and Foreigners to Your Theatre Performances

Enhance the accessibility and inclusion of your theater shows

Captitles app can help you draw more spectators through enhanced accessibility.
Discover How


In the enchanting world of theatre, where stories unfold through expressive performances, there lies an untapped potential to captivate a diverse and global audience. For theatres that have embraced the inclusivity of captioning live performances, the door to a wider spectatorship, especially among expats and tourists, is ajar. But how do we usher them in? While there is no magic wand to instantly fill the seats, a strategic and creative approach to marketing can pave the way.

The Quest for a Stable Spectatorship

Theatres, with their rich tapestry of stories, emotions, and cultural expressions, possess a universal appeal that transcends borders. For those that have incorporated live captioning, the accessibility and understanding of performances have remarkably expanded, making them a viable entertainment option for non-native speakers, tourists, and the expat community. The challenge, however, lies in effectively reaching this audience and compelling them to step into the world that unfolds on stage.

No Magic Shortcut, but a World of Possibilities

Marketing for theatres, especially in the realm of attracting a transient and diverse audience, demands a blend of creativity, strategic thinking, and a dash of experimental zest. There is no one-size-fits-all or a “magic shortcut” to achieve instant success. The myriad of platforms and channels available opens up a plethora of options, each with its unique reach and impact. It becomes imperative for marketing maestros to weave through these options, tailoring strategies that resonate with their theatre’s offerings and potential audiences.

A Palette of Options: Choose, Experiment, Engage

Navigating through the myriad of marketing avenues can be a daunting task. Here is a detailed list of platforms and channels that can serve as conduits to connect theatres with expats and tourists:

Event Listing Websites

  • Eventbrite
  • Meetup
  • Time Out

Travel Forums and Websites

  • TripAdvisor
  • Lonely Planet Forums

Expat Websites and Forums

  • InterNations

Ticket Sales Platforms

  • Ticketmaster
  • StubHub

Travel Agencies and Tour Operators

  • Viator
  • GetYourGuide

Cultural and Tourist Information Websites

  • Official city tourism websites
  • Cultural portals

Social Media Platforms

  • Facebook Events
  • Instagram

Travel Apps

  • Eventful
  • YPlan

Local News Websites

  • English-language local newspapers

Hospitality Services

  • Airbnb Experiences
  • Couchsurfing

Language Exchange Groups

  • Tandem
  • ConversationExchange

Travel Blogs and Influencers

  • Collaborate with travel bloggers and influencers

While the options are many, the effectiveness of your marketing endeavors hinges on the uniqueness and creativity of your approach. It’s essential to not just be seen, but to be remembered. Craft narratives around your performances that speak to the cultural curiosity and adventurous spirit of tourists and expats.

Crafting Your Unique Strategy

Remember, the key is not to be present everywhere, but to choose platforms that align with your audience and to craft messages that echo with their interests and aspirations. Craft narratives around your performances that speak to the cultural curiosity and adventurous spirit of tourists and expats.


In the grand theatre of marketing, every strategy is a performance that either earns an encore or fades into the oblivion of missed opportunities. For theatres looking to enchant a global audience, the stage is set with possibilities. It’s now upon the marketing maestros to orchestrate a performance that not only fills the seats but also leaves an indelible mark on the global audience, compelling them to return, time and again.

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