Communicating the Arts (CTA), a conference for cultural leaders from across the globe, has announced the 2025 edition will take place at the Rijksmuseum in the centre of Amsterdam from 17 – 19 June. The event will gather over 200 professionals from the cultural sector for three days dedicated to discussion and exchange.
It will explore impact in the arts, focusing on how institutions can adapt to and influence a swiftly evolving cultural environment via innovative communication strategies and meaningful engagement.
“I am delighted to celebrate the 25th anniversary of CTA in partnership with the Rijksmuseum,” says Corinne Estrada, founder.
“We’ve invited cultural partners from 30 destinations where we’ve hosted memorable conferences, creating a tapestry of global perspectives for an unforgettable experience of inspiring talks, meaningful connections, and behind-the-scenes moments that will spark imagination.”
See also: Exploring the future of museums at CTA 2024: sustainability, inclusivity & engagement
25th anniversary
Founded in 2000 in partnership with Tate, Communicating the Arts has become a leading international platform for arts professionals aiming to enhance their knowledge and broaden their connections.
For over twenty years, the conference has brought together leaders in the visual and performing arts, fostering dynamic cross-sector learning and conversation. Each edition is held in a distinct cultural capital, from Paris to Montreal, Istanbul to Sydney, allowing CTA to create a legacy of supporting professional growth, igniting innovation, and encouraging collaborative learning among various disciplines.
The conference continues to nurture meaningful connections among colleagues while highlighting effective practices in audience engagement, storytelling, and organisational change.
Celebrating its 25th anniversary in Amsterdam, CTA remains a catalyst for inspiration, growth, and enduring cultural impact.
The agenda
A series of talks will be held at the Rijksmuseum over the course of the three-day event.
The focus on 17 June will be Catalyst 2025: ideas that move the world. In the morning, there will be optional architecture tours to Rijksmuseum or guided visits to Stedelijk Museum, while afternoon talks will explore the topic From past to possibility: celebrating 25 years of arts communication pioneers. Welcome drinks will be held at the Van Gogh Museum in the evening.
On 18 June, delegates will explore From vision to impact: creating meaningful change. Morning talks will look at the subject of AI, while the afternoon sessions will discuss impactful tools to empower cultural influence. The evening will feature a private viewing of the restoration of Rembrandt’s Night Watch and a reception at the Rijksmuseum.
On 19 June, the focus is Voices of tomorrow: conversations that matter. In the morning, talks will examine the digital revolutionaries reshaping the future of arts communication, and the afternoon will offer tours of Fenix Museum or Voorlinden Museum.
Expert speakers
The conference will feature a wide range of speakers from prominent cultural institutions, offering insights into effective communication strategies and audience engagement:
- Janneke van der Wijk, Rijksmuseum, will talk about how to make a positive impact by connecting people and the arts.
- Jonas Pijnenburt and Yakunu van Santen, Rijksmuseum, will share about the development and implementation of the Impact Monitor, the world’s first museum instrument for measuring social, environmental, and economic impact based on the Theory of Change model.
- Robert Stein, National Gallery of Art, Washington, D.C., will examine the role of artificial intelligence in expanding cultural expression.
- Sarah Cockburn and Hugo Mintz, Edinburgh International Festival, will explore approaches to cultivating brand resonance and public trust.
- Bart Ooghe, Museum of Fine Arts Ghent, will discuss reimagining audience engagement through innovative curatorial practice.
- Louise Meijer, Dutch National Opera & Ballet, will present strategies for sustaining audience loyalty through fresh, inclusive programming.
- Isabelle Willems, FOMU, will speak on aligning institutional branding with core values in a diverse and dynamic environment.
- John Giurini, J. Paul Getty Museum, and Yasmine Vatere, J. Paul Getty Trust, will offer a joint perspective on breaking down silos and redefining brand communication.
- Anne Eschapasse, McCord Stewart Museum, will reflect on evolving relationships between museums and Indigenous communities in Canada over the past 30 years.
- Soffía Karlsdóttir, Ingibjörg Gréta Gísladóttir, and Vigdís Másdóttir will present The Waterdrop Project, a cross-institutional collaboration uniting Nordic storytelling museums and cultural institutions.
More speakers will be revealed shortly, enhancing a programme filled with diverse international viewpoints.
Exploring the Netherlands’ cultural landscape
In addition to the formal conference programme, delegates are encouraged to delve into the Netherlands’ famous cultural landscape through various carefully selected events to inspire and make connections.
Architects from Arup will lead architecture-focused tours of the Stedelijk Museum and the Rijksmuseum, sharing insights into these iconic institutions’ innovative design and restoration. Participants can also enjoy guided visits to the Stedelijk Museum, Fenix Museum, and Voorlinden Museum, gaining exclusive access to some of the Netherlands’ most significant collections.
A welcome reception and exclusive tours at the Van Gogh Museum will establish a warm atmosphere for the event, providing a personal experience with one of the world’s most renowned artists.
Claire Bown will lead slow looking sessions at the Rijksmuseum, promoting a thoughtful way to appreciate art that encourages deeper engagement and discussion. Participants will also experience a concert at the Concertgebouw, renowned as one of the world’s top concert halls.
A special evening at the Rijksmuseum will feature a private viewing of the restoration of Rembrandt’s The Night Watch, followed by a drinks reception in the iconic setting of the museum. These experiences are intended not only to enrich professional learning but also to spark moments of personal discovery and connection.
30UNDER30
In line with its dedication to professional growth, Communicating the Arts welcomes the return of the 30UNDER30 programme in Amsterdam. This initiative provides 30 emerging arts communication professionals under 30 the chance to interact directly with experienced leaders in the field.
Aiming to enhance intergenerational interaction and knowledge transfer, this program promotes skill development, networking opportunities, and the growth of future cultural practitioners.
This anniversary edition of Communicating the Arts will unite communication professionals, long-standing institutional partners from 38 host cities, and new voices from across the sector. With over 10,000 participants since its start, the conference has become an essential gathering for cultural practitioners dedicated to influencing the future of audience engagement and institutional effectiveness.
Communicating the Arts Amsterdam presents three days filled with exchange, insights, and exploration into defining and sustaining cultural value—socially, educationally, and environmentally.
Last year, Corinne Estrada reflected on 10 years of Culture Business & Communicating the Arts in Australia.
