Associations World Congress 2026

12:00 - 13:00

Registration and badging for the pre-congress session delegates

13:00 - 13:50

Lunch & Networking

14:00 - 17:30

Medical Associations Forum

This dynamic and interactive session explores the evolving landscape impacting medical associations and their events.

The Forum will delve into the contextual forces - from digital transformation to adopting AI in the medical conference context - that are reshaping how associations engage and deliver value through meetings and congresses.

This collaborative session will not only highlight emerging trends but also feature curated case studies that bring real-world innovation from delegates and their challenges to light.

Designed to foster peer-to-peer learning, the Forum will tap into the collective wisdom of attendees, creating a space where experiences, insights, and practical strategies can be shared openly. Whether you're re-imagining your event strategy or seeking inspiration from fellow leaders, you will gain clarity and the connection needed to navigate what's next.

• Welcome & Introductions
• Introduction and setting the scene
• Interactive Discussion & Q&A
• Networking Refreshment break
• Case Studies by invited leaders
• Key takeaways

14:00 - 17:30

Workshop: Building Practical AI Workflows for Associations

Artificial Intelligence has rapidly moved from hype to practical application. Yet many leaders in associations and membership are still asking the same question: “Where do we actually start?”

This highly interactive workshop is designed specifically for association CEOs, directors, and senior leaders who want to move beyond theory and explore how modern AI tools can be used to solve real operational challenges inside membership organisations.

Rather than a traditional lecture, this session is structured as a hands-on AI lab.  Participants will explore and build practical AI workflows using leading platforms such as ChatGPT, Claude, Gemini, and modern AI agent tools. By the end of the session, attendees will have created working examples that they can immediately adapt for use within their own organisations.

The workshop will demonstrate how AI can support core association activities such as:

• Member communications and engagement
• Policy and research support
• Event planning and content development
• Knowledge management and internal productivity
• Automating routine administrative processes
• Building AI agents to assist teams and members

Participants will not just see examples—they will build them live during the session.

The goal is simple: Leave with practical tools, clear ideas, and the confidence to start applying AI in your organisation immediately.

Schedule

• Part 1: Understanding AI and the significance of AI Agents
• Part 2: Live Demonstrations: Real AI Applications for Associations
• Part 3: Hands-On AI Lab: Build Your Own Workflow
• Part 4: Key Insights and Next Steps

Key Takeaways

Participants will leave with:

• A clear understanding of modern AI capabilities
• Hands-on experience with leading AI tools
• Practical workflows applicable to association environments
• Ideas for using AI to support members and internal teams
• Confidence to begin experimenting safely within their organisations

Requirements for participating in this workshop

• No technical background is required
• You must have a paid subscription to: OpenAI, Claude or Google Gemini
• You must bring a laptop (not tablet), with electrical mains adapter to plug in at your table

Tutor:

Alan King

CEO, ITAA.ai

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18:30 - 19:30

Welcome Reception & Registration

An opportunity to meet your fellow delegates, speakers and association experts and partners, with drinks and canapés.

19:30 - 21:30

Hosted Dinners

A number of dinners are hosted by suppliers at various restaurants.

State your interest in attending one of these when booking your delegate place.

08:00

Registration and badging desk opens

09:00 - 09:30

Welcome and Introduction to the Congress

• What to expect over the two days
• Key updates to the programme

09:30 - 10:10

Keynote Talk

An inspirational talk with a vision for association's, societies' and federation's role for the future.

10:20 - 11:00

Verified or Vilified? Guarding the Value of Associations as Authentic and Trusted in an AI Era.

The panelists will debate and discuss the issues of how to be authentic and remain trusted with content for its publishing, contributions from members, speaker presentations, video and audio and even in online networking communities.

10:20 - 11:00

AI: The Engine of Your Event Portfolio or an Operational Bolt-on?

The panelists will debate and discuss the issues relating to: Using AI to generate event content, to streamline the admin, to sell the exhibition and sponsorships, to analyse and create large programmes of online seminars or entire multi-stream flagship conferences. Whether AI should change your decision-making process about your portfolio's growth. Is AI just a better set of tools or the ultimate way to provide every member with what they need?

10:20 - 11:00

The Obsolescence Trap: Can Associations Compete with a Personalized AI World?

Is AI going to outperform associations by delivering hyper-personalized education, networking, and vendor matching? Does the association face an existential disintermediation crisis? Can associations survive as high-tech content filters and "tribal" communities, or are they are destined to be replaced by the superior speed and efficiency of a €22-a-month algorithm?

11:00 – 11:40

Refreshments, Networking & Exhibition

11:45 - 13:15

AI Digital Transformation of Associations

Adopting AI in your association is a digital transformation with wide-ranging opportunities, not just for efficiencies, but also to enhance what you do, and importantly to innovate and provide additional products and services. What are they key strategies in this transformation for the long-term success of the association?

Hans Gillior, Partner and Director of 'Advisory+" a service of the Institute of Digital Transformation, will bring his deep knowledge of digital transformations and AI, advising large and small organisations across Europe.

Two key aspects will be addressed in this session:

• How AI can help membership organizations generate new revenue streams
• The digital capabilities, including AI literacy, that are essential for leaders to maintain relevance
• How should digital platforms enhance their service with AI, to deliver more value and functionality and innovations?

Each critical aspect will be addressed as follows:

• Introductory talk with an overview of key factors
• Peer discussion at tables
• Knowledge sharing with the room
• Expert insights from the session leader
• Contribution from delegates of their key take-aways in a Metimeter excercise
• Summary by the Session Leader

Session leader:

Hans Gillior

Partner & Dirctor of Advisor+ , Institute for Digital Transformation

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11:45 - 13:15

AI to Enhance Your Event Digital Marketing

Events marketing is changing fast – AI is reshaping how we market, engage audiences, and deliver impact. This interactive session will cut through the AI noise and show you strategies and how to use tools to support your event marketing, whether for large-scale conferences or smaller events.

We will address:

• Practical AI tools that save time on content creation, email marketing, and social media
• How to use AI for audience insights, personalisation, and boosting ticket sales
• Real-world examples of how event organisers are using AI successfully
• Ethical and creative considerations – making sure AI works with your human expertise, not against it

You’ll leave with fresh ideas, practical processes and the confidence to start using AI in ways that are achievable for small teams and scalable for larger organisations.

Session leader:

Edwina Mullins

Partner & Trainer, SocialB

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11:45 - 13:15

Building Member Value Through Network Driven Collaboration

Associations are under pressure to demonstrate clear member value. Events and networking alone are no longer sufficient. Members expect business opportunities, professional development, and structured collaboration. This session explores how associations can move from informal interaction to systems that generate measurable outcomes, strengthen retention, and support board level decision making. The focus is on practical approaches and tools that can be implemented without increasing operational complexity.

Ana Sousa with her role of strategy, governance coordination, membership development, and international conferences organization for a multi-jurisdictional association, gives deep perspective on what drives engagement among independent, commercially focused members and how collaboration can be turned into real outcomes rather than remaining a networking concept.

The session will examine the challenges, with discussion and sharing, of :

• Practical tools
• Secondment programs
• Curated relationship building
• Governance models for volunteer-led international organizations

Followed by:

An in-depth case study drawing on the experience of the Alliance of Business Lawyers, a global association of independent business law firms across more than 25 jurisdictions. How it strengthened cross border referral processes, launched a structured secondment program, reinforced curated relationship building around conferences, and improved coordination within a volunteer led international board. Ana will outline how these initiatives were developed, the challenges encountered, and the measurable results achieved, offering a concrete example that delegates can adapt to their own associations.

Session leader:

Ana Sousa Amorim

Executive Administrator, Alliance of Business Lawyers

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11:45 - 13:15

Creating an Effective & Profitable Hybrid Conference

Associations have a duty to their sector, to the professionals within it, and to their own mission, to provide learning and networking opportunities as widely as possible. Hybrid format of key events is essential to achieve this.

Hybrid was adopted by many associations on exiting the pandemic, and many jumped straight back to in-person without resolving the issues around delivering content to their wider membership.

In this session we examine what it really takes to run a successful hybrid conference - not an all-bells and all-whistles production, but an effective one, and profitable one!

You’ll learn practical proven successful approaches to

• Stakeholder management
• Designing virtual lounges
• Live streaming and on-demand content
• Practical tips
• Supplier strategies
• Tech truths
• Budgets
• How to bake in sustainability and EDI
• What doesn't work

Dare to design and deliver a hybrid event that’s seamless, inclusive, and engaging for a wide variety of audiences! Walk away with actionable tools, insights, and the confidence to do so!

Session leader:

Sergio Gallego Schmid

Senior Events Manager, Business Continuity Institute (BCI)

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Lunch, Networking & Exhibition

14:45 - 18:00

AI workshop: build your own membership AI assistant - No technical skills required

This hands-on workshop to build and test your own AI assistant using your organisation’s knowledge. You don’t need any technical skills - just your laptop. You’ll work on your own dedicated ReadyIntelligence instance and be guided by Alex Skinner, CEO of Pixl8 Group - the creators of this secure, flexible, AI agent platform.

Associations hold vast amounts of knowledge in many different formats - from webinars and events to podcasts, videos, whitepapers and reports. An AI assistant lets members find instant accurate answers from across your knowledge base, freeing up staff to focus on high value activity. ReadyIntelligence has been designed for associations to create AI assistants for many use cases - from member support, to forecasting and operational assistance.

By the end of the workshop you will have a working AI assistant configured to your organisation’s needs that will give your members instant, accurate answers with cited sources. You’ll learn:

• How to build a secure AI assistant on your own dedicated instance
• Connect and use organisational knowledge securely and responsibly
• Configure how your AI assistant behaves, who can access it, and what it can do
• Preview and test your AI assistant by asking questions of your knowledge sources

You will then get 60 days of free continued access to test and evaluate your AI assistant.

Prior to the workshop you will be asked for 3-5 documents/pdfs or links to organisational knowledge for your AI assistant to reference. Providing these ensures your AI will be tailored for your association. After registration your details will be passed to Pixl8 Group, the organisers of this workshop, and you will be advised how to supply the information.

What to bring

• A laptop, fully charged. (A tablet or phone isn’t suitable for this workshop).
• No software or technical knowledge is required

Who this workship is for

This workshop is for senior association leaders and managers who are responsible for member engagement and/or digital platforms. You don’t need to be an AI engineer or know how to code.

Session leader:

Alex Skinner

Co-founder and Chief Executive, Pixl8 Group

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14:45 - 17:30

Setting Up a Successful Digital Procurement

If you’re planning to procure any digital technology (or expect to in the next 6–12 months), this session is a chance to learn how leading consultancies approach requirements gathering behind the scenes — and how you can apply the same methods in your organisation.

We’ll share the practical steps that make the difference between a smooth procurement and an expensive reset: aligning on digital vision and principles, running effective discovery across teams, processes, systems and data, and translating what you learn into clear, prioritised requirements suppliers can respond to. The session includes worked examples and short exercises including process mapping and customer journey mapping, so you can see what “good” looks like, what to avoid, and how to move quickly without missing what matters.

You’ll leave with a repeatable checklist, a set of outputs you can use straight away, and the confidence to brief the market in a way that reduces risk, improves supplier responses, and supports better decisions.

Session leader:

Ben Sturt

Managing Director, Chrysalis Digital

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14:45 - 17:30

Leveraging your Large Events to Deliver Value across your Association

Your flagship conference isn’t just a date in the diary - it’s your association’s loudest, richest value-delivery channel.  How strategically designed is it to deliver value and outcomes for your association?

In this interactive session we’ll explore the complexities of larger (2k+ attendee events) and how they adopt strategies that up-level outcomes.

We’ll explore strategies that ensure your large events are being maximised to their full advantage, to:

• Strengthen member outcomes year-round
• Showcase your publications and products
• Deliver and building community

Expect sharp prompts and peer sharing anchored by ideas from Sasha’s book on purpose-led event strategy.

• Clarify purpose: what success really looks like
• Map the association offer the event should spotlight
• Design value journeys pre / onsite / post event
• Establish the measurement criteria that deliver successful outcomes

And we’ll ask the biggest questions – how does your flagship event align with your association’s objectives?

These issues and more are explained in the Session Leader's recent book: 'The Chief Event Officer’s Playbook – How to create transformational events' which will be included for all delegates who complete their session input.

Session leader:

Sasha Frieze

Managing Director, The Business Narrative, Author, The Chief Event Officer’s Playbook

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14:45 - 17:30

Making Membership Matter - The IMPACT Framework for Growth, Retention & Engagement

In today’s competitive environment, Associations can no longer afford to take a piecemeal approach to membership. To truly create IMPACT, associations must rethink how they communicate, collaborate, and deliver value. This session will unpack the essential ingredients for achieving meaningful growth, retention, and engagement.

We will examine:

• Language that resonates – how the words we use shape perceptions, value, and trust
• The membership experience – mapping moments that matter to foster belonging.
• Getting the benefits offer right – aligning value with members’ evolving needs.
• Harnessing data, automation, and AI – making smarter, more efficient decisions.
• Collaboration over silos – why internal teamwork is the engine of external success.

Drawing on insights from our recent membership survey into the direction of travel for associations, we’ll highlight trends, opportunities, and practical steps to ensure your organisation is ready to thrive in 2026 and beyond. Participants will leave with actionable strategies & an action plan to create a culture of impact that resonates across their membership journey.

Session leader:

Lisa Collins

Managing Director, Dovetail Creative

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19:30 - 22:00

Associations Congress Party

An opportunity to network with your fellow delegates, speakers, association experts and partners, with a fantastic array of local wines, drinks and fine culinary delights.

The region of Lagoa is famous for its excellence in food and wines, and this will be evident as the region prepares an amazing evening for your delight. 

09:00 - 12:45

Navigating Complexity: Practical Leadership and Governance Frameworks for Associations in 2026+

This session will address critical timely issues faced by the Executive Heads of associations, societies and federations, in Leadership and the Governance aspects of their role.

In a world where change feels less like a season and more like the climate, association leaders need more than theory. They need tools. This interactive working session brings together Secretary Generals, CEOs and Executive Directors to work on the practical leadership and governance questions that matter most. Through live polling, expert input and focused peer exchange, participants will identify shared challenges and translate them into clear priorities and actionable solutions.

The session is led by Novya CEO Benita Lipps, a leading expert in nonprofit governance, and Lisa Kretschmann, experienced association leader, executive coach and Novya Leadership Lab Director. Together, they combine deep governance knowledge and hands on leadership practice, offering concrete frameworks and real examples drawn from the association sector.

• Gain practical approaches to align your strategy and governance when the future is unclear
• Identify your most pressing leadership priorities through sector insights and peer discussion
• Connect with fellow association leaders facing similar challenges

Agenda

• The Leadership Pulse
• Leading Associations Through 2030: Expert Panel
• Refreshment & Networking break
• Option A: The Personal Leadership Journey
• Option B: Creating Governance That Works
• Bringing It All Together

Key takeaways

• Concrete tools you can use immediately
• Fresh perspectives on your leadership challenges
• A network of peers facing similar situations
• Clear next steps to strengthen your confidence and leadership impact

Session leaders:

Benita Lipps

Chief Executive Officer, Novya

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Lisa Kretschmann

Leadership Lab Director, Novya

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09:00 - 12:45

Creating Transformational Association Events

Geopolitics is on fast forward. Budgets are tight. Association events are a significant slice of the global $1.2 trillion event market (2024). 78% of event professionals consider in-person events the most impactful way to deliver information and knowledge. Next Gen Event Goers – Millennials and Gen Z – will form 75% of the workforce by 2030.

Are your events designed to respond to this fast-changing world?  Now is the time to re-examine your association events, your event portfolio and ensure your event strategy is going to deliver.

This session is not a how-to, it’s a why-to.  We’ll examine critical concepts and approaches of the Event Transformation Blueprint – which lies at the core of the Session Leader's bestselling book The Chief Event Officer’s Playbook – how to create transformational events:  How to create events that are:

• Purpose-led
• Outcome-driven
• Aligned to your association’s goals

Sharing frameworks and tools, you’ll walk away with practical strategies to work with you team. 

Session leader:

Sasha Frieze

Managing Director, The Business Narrative, Author, The Chief Event Officer’s Playbook

Find out more

09:00 - 12:45

AI Readiness - From Awareness to Action for Membership Organisations

This practical session will guide you to lead your membership organisations to move forward with AI confidently and responsibly.

AI is already influencing how members expect to engage and how teams operate, yet many membership organisations remain unsure where to start or how to take action without increasing risk. This session focuses on helping leaders take the right first steps, avoiding rushed adoption while ensuring progress doesn’t stall.

Led by Lisa Collins and Ben Sturt, two experienced membership industry consultants, the session cuts through the hype to focus on what AI readiness really means in a membership context. Participants will assess where their organisation is today, explore realistic use cases across the member journey, and understand the people, process, and governance considerations needed to support safe and effective adoption.

The session also introduces the Membership AI Hub, a new resource designed to support membership organisations beyond the session itself. The Hub brings together practical education, trusted resources, and an impartial, “TripAdvisor-style” view of AI providers, helping organisations navigate the AI landscape with clarity and confidence.

Attendees will leave with clear priorities, practical next steps, and access to ongoing guidance to support informed decision-making and meaningful progress.

Session leaders:

Ben Sturt

Managing Director, Chrysalis Digital

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Lisa Collins

Managing Director, Dovetail Creative

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09:00 - 12:45

Authentic Content Creation with AI: Challenges and Opportunities for Associations

Three years on from the first launch of ChatGPT, this session will examine the state of the art in AI in 2025, drawing on the latest research and industry experience. Reflecting real world feedback and questions from associations on trust and authenticity, it will outline the opportunities and challenges of using AI as part of your content workflow. 

With a pragmatic focus on how to mitigate risks, and a mixture of presentation and discussion, the session will explore the role of AI in content strategy, and how the combination of human judgement and artificial intelligence can increase productivity, save costs and deliver more relevant content to your members.

Session leader:

George Walkley

Independent Strategy Consultant

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Lunch, Networking & Exhibition

14:15 - 16:50

Association Case Study

14:15 - 14:55 - 1st case study

14:55 - 15:35 - 2nd case study

15:35 - 16:10 - Break

16:10 - 16:50 - 3rd case study

14:15 - 16:50

Conference & Events AI Case Studies

14:15 - 14:55 - 1st case study

14:55 - 15:35 - 2nd case study

15:35 - 16:10 - Break

16:10 - 16:50 - 3rd case study

14:15 - 16:50

Membership & Community AI Case Studies

14:15 - 14:55 - A new Association Website

14:55 - 15:35 - A new Association Online Community

15:35 - 16:10 - Break

16:10 - 16:50 - 3rd case study

16:50 - 17:10

Closing Remarks