Collaboration as a Superpower: Gothenburg’s Successful Playbook for Events

Båttur Hönö © Peter Kvarnström

In an era when associations weigh purpose as heavily as programme, Gothenburg has sharpened a clear proposition through collaboration, a knowledge-driven economy, and a bold sustainability agenda. In this conversation, Ulrika Scoliège, Senior Project Manager, Association Meetings at Göteborg & Co, outlines how the city converts conferences into talent pipelines and innovation showcases – from EVS38 to EAIE and beyond.

Gothenburg’s status as the largest capital in the Nordics is rooted in its strong infrastructure and welcoming spirit. Major conferences gravitate towards the Swedish Exhibition & Congress Centre and its Gothia Towers, praised for their scale and ‘all-underone-roof’ concept. With 15,000 bedrooms and several new conference hotels across the port city, organisers find convenience, proximity and character here. “As a second-tier city, we have perhaps always had to try a little harder,” Scoliège notes, pointing to awards such as IAPCO Driving Excellence Award that confirm Gothenburg’s edge. Venues beyond the main congress centre also enrich the offer. World of Volvo, opened in 2024, combines sustainable architecture with immersive exhibitions. Liseberg amusement park, Universeum national science centre, and inspiring venues such as Kooperativet or Kajskjul 8 provide memorable backdrops for receptions and networking. As Scoliège points out, these options reflect Gothenburg’s personality: “innovative, authentic and welcoming.”
 

Gothia Towers

Gothenburg consistently ranks among the top cities in the Global Destination Sustainability Index. Recently, the United Nations designated Gothenburg as the new host city for its Sustainable Lifestyle Hub. This milestone strengthens the city’s global leadership in sustainability and supports the UN’s mission to drive innovation toward the Sustainable Development Goals (SDGs). Scoliège stresses: “The city offers every opportunity to make a meeting more sustainable.” Sustainability will become ever more central to RFPs; however, the degree of emphasis has varied markedly between associations and within the final venue selection. “Destinations with strong environmental policies, third-party certifications, and sustainable infrastructure will be more attractive,” Scoliège predicts. Gothenburg’s proactive stance – from its Green City Zone to circular solutions – positions it as a frontrunner in this evolving landscape. “Our holistic approach to sustainable development integrates environmental, societal, and economic perspectives in decision-making, planning and execution,” she says. This is reinforced by the Destination Development Programme 2023–2030 and a dedicated Action Plan for Meetings, ensuring environmental, social and economic goals translate into daily practice. “Collaboration is Gothenburg’s superpower,” Scoliège states. The city’s triple helix approach – academia, industry and public sector working hand in hand – allows associations to connect with key players in research and innovation. This culture of openness enables Gothenburg to compete with larger capitals while offering organisers genuine access to expertise and networks.

Furthermore, Gothenburg’s knowledge ecosystem underpins a strategic approach, where universities, science parks, and multinational R&D centres create a fertile environment for knowledge-led resources. The 2025 European Innovation Scoreboard placed West Sweden as the country’s top performer in business R&D expenditure, collaboration between SMEs and life-long learning. “Meetings play a vital role in spreading knowledge, attracting talent, and supporting skills development,” Scoliège explains. Therefore, events are not just stand-alone occasions but catalysts for research, skills transfer and urban transformation. The city deliberately seeks events in areas aligned with its strengths, including electromobility, life sciences, ICT and logistics. Gothenburg hosted the International Electric Vehicle Symposium & Exhibition (EVS38) in 2025, showcasing its worldclass automotive cluster and commitment to climate neutrality by 2030. “EVS38 was a unique opportunity for Gothenburg to display its leadership in electromobility,” says Scoliège. Similarly, Nordic Life Science Days brought international decision-makers in biotech, pharma, and medtech, around a thriving local cluster anchored by companies like AstraZeneca, and institutions like Sahlgrenska University Hospital.
 

Innerstaden Centrum House of Vision

Data-driven decision-making is another pillar of Gothenburg’s success (check our Gothenburg digital twin story on HQ #117). The Destination Barometer, resident and visitor surveys, and a municipal-level Tourism Satellite Account allow precise tracking of impacts and trends in social output, financial surplus, export value and employment. “Göteborg & Co has a data-driven and systematic approach to guide its work across all areas of tourism and destination development,” Scoliège emphasises. By aligning campaign timing and market focus with evidence, the city remains agile and transparent. Residents’ perspectives are also part of the equation. Regular surveys show broad acceptance of tourism, a vital factor in sustaining political support. This feedback loop helps identify challenges such as congestion while reinforcing positive effects like job creation and multicultural vibrancy. “It demonstrates Gothenburg’s commitment to balancing resident wellbeing with visitor economy growth.”
 

Gothenburg: Where Sustainability is the Driving Force for Change!

Legacy and impact are central to Gothenburg’s meetings and public events philosophy. “Our approach, the Gothenburg Way to Legacy, is an inclusive framework that fosters engagement at all levels,” Scoliège explains. “There is a strong local understanding of the role meetings can play in driving social change.” Local and international organisers are encouraged to maximise the impact of their events, helping to address societal challenges and leave lasting value for the city. For EVS38, a Gothenburg Way to Legacy project focused on fostering innovation, attracting expertise, creating jobs, and positioning the region as leaders in electromobility and the transition to a sustainable transport system. Likewise, during the Annual Scientific Meeting of the International Spinal Cord Society (ISCoS), Gothenburg launched an initiative focused on supporting people with spinal cord injuries getting back to work. Following a workshop involving various local stakeholders, a gap related to vocational rehabilitation was identified and subsequently included as an active topic in the conference programme for the first time. The congress also led to the production of an accessibility film, now used across local businesses to improve wheelchair access. “The goal is to benefit both the association and the destination,” says Scoliège. “This dual focus strengthens the city’s competitiveness while delivering tangible benefits to residents.”
 

EAIE © Klara Hammerth

2025 also highlighted Gothenburg’s ability to attract long-awaited international events. The city hosted the European Association for International Education (EAIE), welcoming over 7,000 delegates. For Scoliège, the congress was not just a logistical success but a symbolic one: “Working with such a committed organisation was not only a privilege but also a true exchange of knowledge.” EAIE’s values of sustainability and international collaboration resonated strongly with the city’s vision. Partnerships extend beyond the local ecosystem. The EU CVB Network, founded by like-minded destinations, has amplified Gothenburg’s international profile. By sharing best practices and presenting a united front, members gain greater visibility and influence. For Scoliège, these collaborations enhance competitiveness and trust: “Although we often compete for the same association events, we make each other stronger by sharing experiences.”

PS: As Gothenburg Convention Bureau approaches its 40th anniversary next year, the city will proudly open the year by hosting the AC Forum Annual Meeting – a true honour and a strategically signifi cant milestone for the entire destination.

Published by Meeting Media Company, the publisher of Headquarters Magazine (HQ) – a leading international publication based in Brussels, serving the global MICE industry and association community.