We work on many arts events every year. The focus of our work differs from country to country; in some places we have an extensive arts programme, in others we may organise just a few events a year. We look for arts work that is both excellent of its type, and fits with our strategic objectives in that country or region. Arts work that may resonate in one country may be inappropriate in another. Our arts specialists in the UK constantly seek out new work and assess its general suitability for touring abroad, whilst our arts managers overseas have an in-depth knowledge of their local scene and know what will work well with their audiences.

Our core audience consists of people from 18 – 35 years old, since this age group is the most open to new experiences and their perceptions of the UK are not yet fixed. Much of what we support is new work which will appeal to them. But this is not an exclusive emphasis, and we quite often do work with older or younger audiences, as well as supporting classical work, especially in countries where it is not already familiar.