From July 2-4, 2026, WFTGA International Trainer and Area Representative Helga Sturzenegger attended the ICCA Association Impact Masterclass in Luxembourg. Here is her report:
Reflections from Participating in the ICCA Association Impact Masterclass, Luxembourg
“I recently had the privilege of attending the ICCA Association Impact Masterclass in Luxembourg, and I returned home inspired, challenged, and equipped with practical methodologies that I believe could benefit WFTGA and many other guide associations.
What made this seminar particularly valuable was its hands-on approach. Each working group selected a real association as a case study to apply the tools and methodologies presented. I was delighted to convince my table to work with WFTGA.
Our first exercise seemed straightforward: analyse our association’s current Vision, Mission, and Purpose. Simple? Not at all. Too often, associations become absorbed in their daily operations and rarely pause to ask the fundamental questions:
- Where are we going?
- Why do we exist?
- How can we best achieve our goals?
Taking the time to reflect on these questions creates a clear compass for future decisions. I immediately saw how relevant this exercise is: not only for WFTGA, it could help also all national associations that Area Representatives support around the world.
The following sessions naturally built on this foundation. Once an organisation understands its purpose, how can it maximise its impact?
One of the most inspiring methodologies presented was the Theory of Change. Rather than starting with activities, it begins with the desired long-term outcome and works backwards, identifying every step needed to achieve it.
As I listened, I immediately thought about our own WFTGA conventions. In Fukuoka, we were already moving in this direction by asking ourselves what legacy we wanted to leave in the future destination hosting us. A convention should be much more than a series of excellent lectures. It should create lasting benefits for local guides, the host community, our profession, and future generations.
The programme itself was intensive and sometimes exhausting, but perfectly balanced with site visits that reinforced the learning experience.
The most memorable was undoubtedly Schengen.
Having prepared beforehand, I quickly realised something was missing: there were no tourist guides. The museum provided digital cards giving access to multimedia information throughout the exhibition, and of course, despite all the technology, the most important element was absent. Nothing replaces a human guide.
Standing aboard the MS Princesse Marie-Astrid Europa, where the Schengen Agreement was signed 1985, was surprisingly moving. The room where the Schengen Agreement was signed is remarkably small…Yet in that modest room, representatives of five visionary countries signed an agreement whose impact has transformed the lives of millions.
For me, Schengen represents far more than open borders. It symbolises freedom, cooperation, mutual trust, and the belief that when people travel, meet, learn from one another, and work together, understanding grows and peace becomes more attainable. Perhaps it is an idealistic vision, but it beautifully expresses the idea that bridges are stronger than walls.
That, to me, is also the essence of associations.
Although participants came from very different international organisations, I was struck by how similar our aspirations were. We all seek to connect people, encourage learning, share knowledge, strengthen collaboration, and ultimately contribute, each in our own way, to a better world.
Isn’t that exactly what WFTGA has been doing for forty years?”
We appreciate your report, Helga, thank you for attending!