
Come to celebrate our 25th Anniversary
Official Partner and Co-Organiser
“The Rijksmuseum is delighted to host the 25th jubilee edition of the Communicating the Arts Conference next spring. We look forward to welcoming cultural professionals from around the world to our museum to share ideas and discuss ways to connect people, art, and culture.”
Taco Dibbits, Director
Save the Date: 17–19 June 2025
How to make an impact?
Over three days, the conference will take place in the heart of the Rijksmuseum. Discover the highlights of this iconic institution, learn about its most innovative communication and marketing practices, enjoy backstage tours and witness the restoration of the Night Watch at the Gallery of Honour.
Edito
CORINNE ESTRADA
Founder & CEO
Next year’s Communicating the Arts conference will celebrate its 25th anniversary in partnership with Rijksmuseum and Dutch museums. To mark this milestone, we are bringing together cultural partners from 30 past host destinations. Over three days, participants will enjoy inspiring talks, exclusive networking, and behind-the-scenes tours. This edition will explore the theme "Impact" through four key streams, selected by our Advisory Board.
The four topics of “impact”
From sustainability to social, educational, political, and financial aspects, how can we foster cohesiveness across all disciplines within our organisations to maximise impact? How and what should we measure? What is the ROI of our cultural investments?
It’s time to challenge stereotypes and move beyond the tyranny of economic impact. The arts have the power to deliver positive, multidimensional results. Let’s explore how making an impact can transform our institutions.
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The committee discussed the significance of communication strategies in relation to fundraising and audience engagement. Making an impact involves changing relationships within institutions and their communities, while aligning with strategic objectives that deliver meaningful value.
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The committee highlighted the importance of measuring impact beyond attendance metrics, addressing the challenges of qualitative and quantitative evaluation. Segmentation was identified as a key tool for understanding audience motivations, advocating for an ethnographic approach rather than relying on traditional demographics.
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Analysing the potential of AI in processing visitor feedback is essential to better understand audience experiences and improve engagement. Leveraging AI solutions to boost community engagement and foster social connections will be central to the programme.
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The need to engage younger generations in discussions about museum experiences and the impact of technology will be a focal point. Creating algorithm-free, inclusive experiences that transform lives through museum storytelling will be emphasised, with a particular focus on understanding audience motivations.

The Threatened Swan - Jan Asselijn (1610–1652), oil on canvas, c. 1650

Winter Landscape with Ice Skaters - Hendrick Avercamp (1585–1634), oil on panel, c. 1608

Portrait of a Couple as Isaac and Rebecca, known as The Jewish Bride - Rembrandt van Rijn (1606-1669), oil on canvas, c. 1665–1669

The Night Watch Militia Company of District II under the Command of Captain Frans Banninck Cocq - Rembrandt van Rijn (1606-1669), oil on canvas, 1642

The Windmill at Wijk bij Duurstede - Jacob Isaacksz van Ruisdael (c. 1628–1682), oil on canvas, c. 1668–1670

The Milkmaid - Johannes Vermeer (1632–1675), oil on canvas, c. 1660

View of Houses in Delft, Known as ‘The Little Street’ - Johannes Vermeer (1632-1675), oil on canvas, c. 1660
Program
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> Morning: Backstage visits to Stedelijk Museum / Rijksmuseum and architecture tours of cultural landmarks by ARUP
> Afternoon Talks: Celebrating a quarter century of arts communication evolution
> Evening: Welcome drinks at Van Gogh Museum - TBC
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> Morning Talks: AI driven data narrating what truly matters
> Afternoon Talks: Impactful tools to empower cultural influence
> Evening: Private viewing of the restoration of Rembrandt’s Night Watch in the Gallery of Honour at the Rijksmuseum
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> Morning Talks: Digital revolutionaries reshaping the future of arts communication
> Afternoon:
Excursion to newly opened cultural Dutch institutions - TBC
Optional Visit: Excursion to Rotterdam – visit to the Fenix Museum (tickets purchased separately for €120)
> Evening: Optional farewell drinks at local bar in Amsterdam
Who’s coming?
Delegates
Delegates attending are cultural professionals working in communication across the arts sector. Our global partners, including all the venue hosts of previous Communicating the Arts conferences since 2000, will also be joining us. Join us for this incredible jubilee celebration!
Young professionals from Generation Z and Generation X in our 30 UNDER 30 mentorship programme are also invited to participate in the conversation.
Meet the Speakers
PROMO CODE: CTA AMSTERDAM
PROMO CODE: CTA AMSTERDAM
Volks Hotel is the official Hotel for CTA Amsterdam
Take advantage of a 10% discount for delegates! We are excited to partner with Volkshotel Amsterdam, a stylish and vibrant hotel offering the perfect accommodation for delegates of CTA Amsterdam. As official partner, we have negociated an exclusive 10% discount for your stay. Promo code: CTA AMSTERDAM
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Join other conference delegates at Volkshotel—perfect for networking, casual meetings, or simply unwinding after a productive day at the event.
1️⃣ Perfect Location
30 min walk to the Rijksmuseum
20 min by bus
10 min by bike
Well-connected to key city landmarks, CTA venues, and transport hubs
2️⃣ Comfortable & Stylish Rooms
Choose from a range of well-designed rooms to suit your needs:
M Room
M Twin Room
L Room
Studio
XL Room
Special Rooms
3️⃣ On-Site Facilities
Rooftop hot tub
Cosy bar
Co-working spaces
On-site café
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Prices start from:
€242,78/night – M & M Twin Rooms
€359,15/night – L Rooms
(VAT included, city tax & breakfast excluded)
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1️⃣ Visit the Volkshotel website
2️⃣ Select your preferred room
3️⃣ Enter the promo code "CTA AMSTERDAM" at checkout to apply your 10% discount⚠️ Cancellation Policy: Check the hotel policy online
📞 Need assistance? Contact Volkshotel: reservations@volkshotel.nl
✉️ Email: bente.mouris@volkshotel.nl
📞 Phone: +31(0)202612100📅 Book your stay now and make the most of your CTA conference experience!
Tickets
More highlights •
Exclusive backstage experiences •
Explore new cultural sites •
More highlights • Exclusive backstage experiences • Explore new cultural sites •

The Night Watch, Rembrandt van Rijn, 1642, Rijksmuseum Amsterdam
2025 Advisory Board
Our Advisory Board consists of distinguished experts across various fields, whose collective expertise in communication, fundraising, media, science, and technology is indispensable to the conference's success.
Partners
OFFICIAL PARTNER