VisitScotland’s Brussels Association Workshop 2025

Over 26 European and international associations filled the room, representing fields as diverse as transport, life sciences, renewable energy, technology, the arts, academic administration and correctional institutions. Participants mapped out the structural issues affecting the association landscape, including engagement fatigue, inconsistent retention, difficulty engaging early-career professionals, unclear value propositions and technological and organisational gaps.

The session’s expert panellists included Johanna Roodt of the European Association of Research Managers and Administrators (EARMA) and Marie Montondo of the Young Academy of the Royal Society of Edinburgh. Moderation was led by Jane Cunningham of Destinations International.

Working through four structured stages, problem mapping, rapid ideation, prioritisation and action planning, participants co-designed approaches to future-proof membership models. Immediate feedback praised the workshop’s originality, practical value and engaging format, with many attendees expressing interest in returning next year.

For VisitScotland, the event spotlighted Scotland as an innovative, collaborative partner for the global association sector. It also helped the team deepen relationships with key decision-makers, gather strategic insights and position Scotland as a destination that hosts world-class events and actively contributes to the success of the organisations it serves.

Insights from the workshop will now be compiled into a community blueprint, to be shared with attendees and made available online as part of a growing resource hub for associations. Inspired by EARMA’s ambassador initiative, VisitScotland is also exploring the creation of a “Scottish Ambassador” or influencer-style programme for industry leaders based outside Scotland, offering curated engagement opportunities at major tradeshows, conferences and sales missions.

Following the success of the Brussels workshop, our Associations & Sectors team, Rory Archibald and Sian Williamson, are now preparing to grow the format year on year, with plans to take it to Washington D.C. and Paris in 2026. Engagement with Scottish cities and convention centres is already under way to shape the next phase.

Associations hosting international meetings and congresses are invited to contact us at business.events@visitscotland.com to join future workshops.