Senior association leaders meeting in Sydney in May 2025 examined how governance, partnerships, and engagement models must evolve as relevance, trust, and long-term impact come under increasing pressure.
When the World Organisation of Family Doctors (WONCA) worked with Sydney on a recent congress, the collaboration extended well beyond venue planning. According to CEO Harris Lygidakis, the partnership enabled the organisation to formalise sustainability policies for its events, introduce a visible “Green Day,” and broaden participation through bursaries that supported delegates from low- and middle-income countries. For association leaders, it was a concrete example of how destination partnerships can influence governance decisions and long-term impact.
That case set the tone at Leadership Choices: Driving Societal Change into Associations, held in Sydney on 30 May 2025. Hosted by Business Events Sydney and ICC Sydney, in collaboration with Business Events Australia, the half-day forum brought together senior association executives to examine how leadership choices are evolving under mounting pressure from technological change, shifting member expectations, and geopolitical uncertainty.
Designed for C-suite decision-makers, the programme combined keynote perspectives with facilitated workshops that tackled questions of relevance, partnership, and participation. Martin Sirk, founder of Sirk Serendipity and former CEO of ICCA, urged leaders to reassess how success is measured, arguing that crowded agendas often dilute purpose. “Every kilogram counts,” he noted, encouraging associations to focus on activities that genuinely advance mission rather than accumulate initiatives.
Discussions repeatedly returned to engagement, particularly with younger professionals. Participants challenged assumptions that new formats alone drive involvement, stressing instead the importance of meaningful roles, visibility, and influence in governance and programme design. Similar scrutiny was applied to partnerships, where leaders voiced frustration with long-standing relationships that lacked clear objectives or accountability.
The forum also reflected a broader shift in how associations view destinations. Rather than logistical providers, destinations were discussed as strategic partners capable of supporting policy development, inclusive access, and legacy outcomes over time.
Leadership Choices builds on an ongoing series of conversations about governance and relevance in the association sector. As instability becomes a constant rather than an exception, the Sydney discussions pointed toward a common conclusion: associations that align leadership decisions with shared values and long-term purpose are better positioned to remain trusted and effective in the years ahead.
