With Formula 1 taking place at Austin’s Circuit of the Americas Oct. 22-25, the city will play host to hundreds of thousands of international visitors, many of whom are frequent luxury and business travelers. As Austin’s top travel professionals look to make an important lasting impression on these visitors, with the hopes of fostering positive business relationships, they’ve enlisted the help of Protocol & Etiquette Worldwide.

Protocol & Etiquette Worldwide, founded by Sharon Schweitzer, is Austin’s prime service for training business executives in cross-cultural relations and international business culture. Training sessions are being held for a handful of Fortune 500 companies and other groups, including certain city employees. The training includes information on avoiding deal-breaking moments, cultural faux pas, cultural appreciation, key foreign phrases and body language.

“Whether entertaining in the grandstand or discussing business in a conference room, Formula 1 is our opportunity to leave a global impression. Our first responsibility as hosts is to make others feel welcome in our city and to share the cultural experiences that make Austin, and the organizations here, unique,” Schweitzer notes. The best-selling author of Access to Asia has more than 20 years of international experience and was part of the business team that assisted in the preparation for Formula 1’s 2012 Austin launch, hosting similar workshops.