Celebrate our 25th Anniversary at Rijksmuseum
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
Gallery of Honour, Rijksmuseum
How to make an impact?
Over three days, the conference will take place in the heart of Amsterdam at Rijksmuseum and Van Gogh Museum. Discover the highlights of these iconic institutions, learn about their most innovative communication and marketing practices, enjoy backstage tours and witness the restoration of the Night Watch at the Gallery of Honour.
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CORINNE ESTRADA
Founder & CEO
This 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
Who is 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.
Tickets
Ticket inclusions
Your registration includes access to all conference talks from 17 to 19 June, as well as guided architecture tours of the Stedelijk Museum and Rijksmuseum on 17 June. You’ll enjoy access to the Rijksmuseum’s permanent collection throughout the three days, plus guided tours and a Welcome Reception at the Van Gogh Museum on 17 June. On 18 June, lunch will be provided at the Rijksmuseum, followed by a complimentary concert at the Concertgebouw and a private viewing of Rembrandt’s Night Watch restoration, with an evening reception at the Rijksmuseum. On the afternoon of 19 June, you can join excursions to either the Voorlinden Museum or the Fenix Museum in Rotterdam. Pause cafés are also included throughout the event.
Please note: Lunch on 17 and 19 June, as well as the farewell drinks on 19 June in Amsterdam, are not included in your registration.
More highlights •
Exclusive backstage experiences •
Explore new cultural sites •
More highlights • Exclusive backstage experiences • Explore new cultural sites •
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.
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Michèle Meier
Ex-Director Communications and Marketing, Museum of Fine-Arts of Montreal
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Marijke Smallegange
Head of Digital Marketing, Communication & Commerce, Rijksmuseum, Amsterdam
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![Annie Burridge]()
Elles Kamphuis
Head Press Office, Rijksmuseum
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![John Giurini]()
John Giurini
Assistant Director for Public Affairs, Paul Getty Museum, Los Angeles
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![Anne Laure Beatrix]()
Robert Stein
Chief Information Officer, National Gallery of Art, USA
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Anne Eschapasse
President and Chief Executive, Officer Musée McCord Stewart Museum, Canada
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![Beth Miller]()
Beth Miller
Deputy Director for Advancement and External Affairs, Yale Center for British Art, New Haven
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Jane Rosier
Head of Marketing and Communications, Museum of London
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
📞 Phone: +31(0)202612100📅 Book your stay now and make the most of your CTA conference experience!
