Encouraging Transformative Connections At The Association World Congress

The opening keynote for the AWC featured a thought-provoking presentation by Sasha Frieze of The Business Narrative. Frieze highlighted the importance of crafting transformational association events, that go beyond mere information-sharing to truly engage delegates on a profound, purpose-driven level.

"The world has changed, and is still changing," Frieze emphasised, pointing to the myriad challenges associations face, from rising costs to the climate crisis. Events can put something back into the community they are hosted in and create long-lasting collaborative connections with that host destination."

Frieze's session resonates deeply with VisitScotland Business Events' ethos and messaging, including initiatives such as Journey to Change and the Transformation Protocol, which explore how business events can drive positive social and environmental impact.

A destination for future events

On the final day of the AWC, we had the opportunity to connect with suppliers and associations to discuss Scotland as a destination for events and the innovative and collaborative spirit driving the country's business events sector.

Reflecting on the event, Sian Williamson said: "No matter where we come from and what the purpose of our organisation is, we can learn how to address difficulties and challenges together. The AWC really highlighted to me what a welcoming community the association and business events industry really is.

"As the industry navigates an era of profound change, the AWC served as a powerful reminder of the transformative potential of business events. By encouraging meaningful connections, amplifying innovative ideas, and celebrating shared successes, this congress reinforced the vital role associations play in shaping a better future".