In conjunction with Gothenburg hosting the AC Forum Annual Meeting 2026, Gothenburg Convention Bureau and AC Forum came together to design a joint impact project. The initiative aims to strengthen the destination’s understanding of international associations and their meetings, build local capacity to attract and host international congresses more effectively, and foster stronger partnerships with associations.

The project aligns with AC Forum’s ambition to create wider impact in host destinations and inspire member associations to develop their own impact initiatives. It also reflects Gothenburg’s long tradition of using business and public events as tools for societal development.

While Gothenburg has extensive experience in hosting international congresses, there was a need to strengthen this understanding across the wider local ecosystem. Suppliers would benefit from greater insight into the association perspective, including how destinations are selected, what is valued in a bid, and what defines a successful hosting experience.

The initiative is built around shared learning, direct dialogue with association leaders and practical application, and guided by the Gothenburg Way to Legacy method. A central component was the Association Masterclass, delivered together with the AC Forum Board during the 2026 Annual Meeting.

The project has generated strong engagement and positive results so far, with participants reporting increased understanding, improved confidence in contributing to congress attraction and hosting, and valuable new connections across the destination ecosystem.

The next phase is the practical application of workshop ideas during the EUROSPINE Congress in Gothenburg. The project will conclude with a white paper capturing key learnings and recommendations.

For a deeper insight, please see: AC Forum Annual Meeting 2026 Interim Report.