HQ Report: The Hague Explores Association Resilience Amid Geopolitical Uncertainty

The Hague & Partners Convention Bureau (TH&P), in collaboration with the European Society of Association Executives (ESAE), presented a comprehensive white paper at IMEX Frankfurt in May that explores the resilience of associations: "Exploring the Geopolitical Scenario: Implications for Associations." Our HQ Magazine Manager, Manuel Fernandes, went to talk to the Dutch city to break down some of the telltale signs of an industry groping its way forward.

The joint white paper highlighted the growing concerns in a sector at a strategic crossroads, exploring how global instability is shaping the future of associations and non-profit organisations. Based on qualitative insights and a global survey of 99 association leaders, the report revealed that 85% of organisations have already experienced disruptions due to geopolitical instability and 88% expect new challenges. As the document proves, today’s challenge is not a one-off event; it is the scale, speed and interconnectivity of instability itself. The target audience for this survey was executives from European and international associations; other types of organisations represented in the sample included members of professional societies, non-profit organisations, and charities. While the sample was not entirely randomly selected, it was drawn primarily from a relevant and informed segment of the target population: ESAE members, TH&P’s client database, and Watterston Associate’s database. An estimated 4,500 people participated in this online survey.

“The first phase of the research provided a structured framework for the development of the final survey questions. Facilitated discussion among the select group of association executives determined that the main thematic dimensions of the research should be around geopolitical trends and their impact on various aspects of association operations, the impact of technology and, of course, the impact on association events,” explains Bas Schot (on the right), TH&P Head of Convention Bureau. Many of the themes raised – such as concerns about event security, value-driven destination selection and rising anti-DEI sentiment – were echoed in the wider survey responses. “We see funding shifting away from topics our network cares for, particularly infrastructural funding for associations just to exist in the social fabric, to convene and bring people together and to have the space and safety to forge the future together this way,” one of the respondents said.
 

“An important aspect of our work is to act as connectors for innovation ecosystems, where associations can liaise with local industry peers around content,” Bas Schot

The Hague, Netherlands

Event planning is moving into a phase subject to travel restrictions, reputational concerns and growing doubts about location, formats and inclusivity. However, just over a quarter of the respondents said that recent geopolitical developments had negatively impacted their ability to hold events in Europe. “We think in terms of opportunity,” Schot says. “The fact that 64% of associations reported no impact on their ability to host events in Europe, coupled with a growing emphasis on value-based destination selection, places relatively neutral cities like The Hague in a strong position. Our positioning as a strategic partner, and not just a supplier, gives us a competitive edge in an increasingly cautious market.”

Another telling statement comes from the role of values in decision-making: “We used to select a venue based on geography and price; now it is all about signals.” Risk planning scenarios and stakeholder influence have become standard practice even for medium-sized congresses. “Destinations today face the challenge of balancing commercial imperatives with values alignment. The white paper observes a shift from decisions based on costs and geography to those based on signals, ethics and identity,” Schot adds. While destinations like The Hague can promote neutrality through diplomatic infrastructures, they must now be selective in the types of partnerships they promote. “When the nature of an event conflicts with a destination’s identity, remaining neutral may not be possible, especially in areas such as human rights, DEI or cybersecurity. This can mean assessing mutual suitability, supporting risk planning or even withdrawing from the partnership when values are not aligned.”
 

“We see funding shifting away from topics our network cares for, particularly infrastructural funding for associations just to exist in the social fabric, to convene and bring people together and to have the space and safety to forge the future together this way,” one of the respondents said.

In the tech world, associations regard cybersecurity as an emerging key concern, although most of them have not yet been attacked or threatened. However, there is a general perception of vulnerability in the face of the wealth of member data, sensitive documents and political positions that could fall into the wrong hands. “Many associations are becoming more proactive: 54% have implemented multifactor authentication, 50% offer staff training and 49% use secure cloud storage. However, 23% still lack formal measures, indicating uneven preparation across the sector.” Some respondents report outsourcing cybersecurity or assigning responsibilities to internal staff, but few have fully integrated it into the governance strategy. “Some associations that manage and support volunteers (around 23%) have systems that are susceptible to compromise due to the lack of security in the systems used by the volunteer team,” Schot reports.

The paper’s findings point to a sector that is cautiously optimistic about innovation, but which is still at the beginning of its journey. One trend that has yet to be explored is the growing role of host destinations as innovation partners. As one respondent put it: “We are not just looking for event spaces anymore; we are looking for ecosystems.” In The Hague, various innovation ecosystems are categorised by sectoral clusters, where associations can interact with the city’s business offerings. “After COVID-19, we embarked heavily on innovation, where we introduced interested partners to the Event Design Canvas, a tool that analyses the event’s strategy and ensures alignment with the association’s mission. Today, our Impact Hubs, such as Apollo 14, and Innovation Labs, such as The Hague Tech, are ecosystems for this innovative ethos. There is also collaborative funding that considers the impact of the event for the cluster and the city.” concludes Schot.
 

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