1. Speaking for Global Business and Tourism. Making a strong introduction

First impressions matter—especially in global business and tourism, where professionals constantly engage with clients, partners, and audiences from diverse cultural and professional backgrounds. In this unit, you will learn how to craft and deliver powerful spoken introductions that are clear, confident, and tailored to purpose and audience.

You will explore the essential components of an effective introduction: engaging the listener, presenting themselves or their role professionally, introducing the topic clearly, and outlining what the audience can expect. Whether it’s starting a business pitch, welcoming a group of international tourists, or opening a formal presentation, the ability to make a strong introduction builds trust, attention, and connection from the very beginning.

The purpose of the introduction

The introduction is one of the most crucial parts of any spoken interaction, particularly in business and tourism contexts where clarity, professionalism, and audience engagement are essential. A strong introduction sets the tone for what follows. Its main purpose is to capture the listener’s attention—this could be through a question, a story, a surprising fact, or a relevant quote that immediately draws interest. Once the audience is engaged, the speaker should establish a connection by clearly stating who they are and why they are speaking, building initial credibility and trust.

Another key purpose is to provide context and direction. The introduction helps the audience understand what the talk or interaction will cover and why it matters to them. This is especially important in tourism and business settings, where clients or partners may come from diverse cultural backgrounds and have limited prior knowledge of the speaker’s topic. A clear, concise introduction that outlines the main message and what the audience will gain sets expectations and helps maintain attention. In short, a good introduction doesn’t just begin a talk—it sets it up for success.

Common mistakes in spoken introductions

Despite its importance, the introduction is often one of the most overlooked parts of a speech or presentation. One of the most common mistakes is jumping directly into the topic without properly greeting the audience or creating interest. This can make the speaker seem unprepared or disconnected from their listeners. Similarly, failing to introduce oneself clearly—especially in multicultural business or tourism settings—can lead to confusion or weaken the speaker's credibility.

Another frequent issue is being too vague or too detailed. Some introductions lack focus, while others overwhelm the audience with facts or technical information before establishing the bigger picture. Overusing jargon or unfamiliar acronyms can alienate non-specialist listeners, which is particularly risky in global tourism and business interactions. Monotone delivery, poor pacing, or nervous body language can also make even a well-structured introduction fall flat.

Additionally, some speakers miss the opportunity to guide the audience by failing to outline what the talk will cover. Without a clear roadmap, listeners may become lost or disengaged. Recognizing and avoiding these pitfalls allows students to craft introductions that are not only professional and polished but also purposeful and audience-centered.

What is wrong with this introduction?

What’s Wrong with this Introduction?

Too vague—no clear topic or purpose
No hook or way to capture attention
Lacks confidence and direction
Doesn’t introduce speaker’s name or credentials

Jumps directly into dense content without an introduction
No greeting, context, or reason why the audience should care
Starts too technically—better suited for the body of the presentation
No overview of structure

Lacks structure and clarity
Overuse of filler words (“basically,” “so”) reduces professionalism
Repetitive and vague—doesn’t tell the audience what the talk is about
Misses a hook or roadmap

Negative opening damages credibility and audience trust
No introduction of speaker or topic
Lacks professionalism and engagement
Low energy discourages attention

Topic is too broad and generic
No specific focus or context
No reason for the audience to care
Needs a clear structure or angle (e.g., “I’ll focus on business strategies for small tourism enterprises…”)

Hesitant delivery and filler words affect fluency
Lack of confidence and preparation
Topic is unclear and too informal
Needs a structured, engaging start with a confident tone

Hook Generator: Explore and practice different types of attention-grabbing openers for the following topics

Hook generator

Question : "Have you ever taken a vacation and wondered whether your trip helped or harmed the local community?"

Statistic: "Did you know that over 60% of tourism revenue in the Caribbean leaks out of the region without benefiting local people?"

Story : "Last summer, I stayed at a small eco-lodge in the Dominican Republic run entirely by local women. It changed how I view tourism forever."

Quote: "As UN Secretary-General António Guterres once said, 'Tourism can be a powerful force for good—if done responsibly.'"

Question: What separates a five-star hotel from a truly unforgettable experience?

Statistic: According to Forbes, 70% of luxury hotel guests say the quality of service influences their decision to return more than price or amenities.

Story: During my internship at a boutique hotel, I watched a concierge organize a surprise birthday party within an hour. The guest cried with joy—and booked two more nights.

Quote: “People will forget what you said, people will forget what you did, but they will never forget how you made them feel.” – Maya Angelou

Question: If I asked you to name three famous travel brands, could you do it in three seconds?

Statistic: Strong branding increases customer loyalty by up to 80% in the travel sector, according to Skift Research.

Story: I once booked a vacation through an agency I’d never heard of. Everything went wrong—and now I never book without checking the brand.

Quote: “Your brand is what other people say about you when you’re not in the room.” – Jeff Bezos

Question: Would you like to live in Bali while working for a company in Berlin?

Statistic: There are over 35 million digital nomads worldwide, and the number is growing every year.

Story: A friend of mine moved to Lisbon, kept his U.S. tech job, and now surfs every morning before logging in.

Quote: “Work is no longer a place. It’s what you do.” – Unknown

Question: When was the last time a travel experience felt truly local and personal?

Statistic: Over 72% of travelers say they value authentic cultural experiences more than luxury when choosing a destination.

Story: During a homestay in Peru, I helped cook dinner with the host family. That one evening was more memorable than all the museums I visited.

Quote: “Authenticity is the new luxury.” – Travel + Leisure Magazine

Question: Did you know that in Japan, exchanging business cards is a ceremony, not a formality?

Statistic: Cultural misunderstandings cost international companies millions every year in lost deals and strained partnerships.

Story: At my first meeting with a French client, I went straight to business—and offended him without realizing it. I learned the hard way why cultural etiquette matters.

Quote: *“Culture is not just an accessory in business—it’s a core strategy.” – Erin Meyer, The Culture Map

Watch the talk and reflect

How to save tourism from itself

The business of persuasion

After watching

Analyse the talk

Attention Grabber – Does the speaker use a question, statistic, story, or emotional appeal?

Speaker Introduction – Is the speaker’s background or credibility clear early on?

Context and Problem – How is the topic framed as relevant to the audience?

Structure and Signposting – Are there clear phrases like “Today I’ll talk about…” or “First… then…”?

Tone and Style – Is the speaker confident? Engaging? Culturally resonant?

Which introduction most captured your attention—and why?

How did the speakers establish credibility early?

Did any talk use a cultural reference or personal story to connect?

Which opening would work well in your own future presentations, and how?