Gothenburg Convention Bureau, in collaboration with the University of Gothenburg and Chalmers University of Technology, recently hosted a training session for key individuals from universities and associations interested in playing an active role in attracting international congresses to Gothenburg in the years to come. The aim was to provide a comprehensive overview of the city’s support system and to share experiences from established meeting ambassadors and previous congresses.

“Gothenburg’s success as a meetings destination is built on the engagement of individuals within the city, academia and the business community. Through this initiative, we want to highlight the support Gothenburg provides, in order to make people feel confident in taking the initiative to host meetings in our own region,” said Annika Hallman, Director of Gothenburg Convention Bureau at Göteborg & Co

An afternoon filled with knowledge and experience

Organising an international congress is a multi-year process that requires both commitment and structure. In Gothenburg, this work is built on close collaboration between the city, academia and the business community. International meetings enhance knowledge dissemination and drive development in both innovation and entrepreneurship in the city.

During the training, participants received a complete overview of the entire process — from the initial idea and bid process, where Gothenburg Convention Bureau offers complimentary support, to the handover to professional congress organisers who manage planning and execution once the event is secured.

Max Petzold, Deputy Vice-Chancellor for digitalisation and knowledge transfer at the University of Gothenburg, opened the programme by putting the training in a broader context. He also shared his experiences from EAIE, the major congress for higher education held in Gothenburg in September, which attracted over 7,000 participants from 106 countries. Max highlighted how such an event can strengthen a university’s international visibility and provide both students and staff with valuable contacts and new perspectives.

Annika Hallman provided an overview of the city’s efforts to attract international congresses and the value these meetings bring to both organisations and Gothenburg as a whole. She described how Gothenburg Convention Bureau supports researchers and associations in the bidding process, from the initial feasibility analysis to securing the necessary city capacity and developing concrete proposals, including quotes and supporting materials.

Clear roles and cultural contexts create added value

Gunilla Åhrén and Fia Lamberg from the Spinal Cord Injury Centre, Gothenburg, shared insights from organising ISCoS/NoSCoS 2025 — two interconnected meetings within spinal cord injury research, held in Gothenburg earlier this year. They emphasised the importance of clearly defined roles and highlighted how a well-thought-out cultural programme can be beneficial, funded via the City of Gothenburg, contributing to a welcoming and engaging atmosphere for the congress opening.

A panel of professional congress organisers shared practical perspectives

A particularly appreciated part of the programme was the panel discussion with experienced professional congress organisers. The focus was on the implementation phase and the issues that matter most from the organiser’s point of view.

The panel featured Maja Törngren (Meetx), Åsa Eklund (MKON), and Anki Frencken (All About Meetings), who shared concrete examples on how to build strong host engagement and which pitfalls to avoid. Together, they provided a broad and practical perspective on what it takes to organise a successful congress.

Communication, collaboration and what attracts delegates

Mihai Oltean, Adjunct Professor and Senior Consultant in Surgery, shared his experiences from CIIRTA 2025, an international congress on intestinal rehabilitation and transplantation. He emphasised the importance of close collaboration and clear communication throughout the process, noting that it’s nearly impossible to communicate too much when many stakeholders are involved.

Mihai also underlined the importance of understanding how potential delegates perceive a destination. He explained how he came to realise that a strong programme with relevant content, good timing and careful planning is essential to generate interest and convince people to prioritise attending a congress in Gothenburg.

Tour of the Swedish Exhibition & Congress Centre and Gothia Towers

To conclude, Malin Erlandsson, Director of Sales, Corporate, Congress and Events at the Swedish Exhibition & Congress Centre and Gothia Towers, presented the venue’s capacities for hosting large-scale international events. Participants were given a tour of the facilities and gained insight into how the venue operates in practice, incorporating hospitality, logistics, and sustainability. The evening concluded with a networking reception at Upper House, offering attendees the opportunity to continue conversations and strengthen new connections.

Contact us to learn more about how Gothenburg can support you in bringing a congress to the city.