American association execs reach out to Asia-Pacific through education

The American Society of Association Executives (ASAE) is developing more advanced levels of content at its annual Association Leadership Forum Asia Pacific conferences as well as launching a new Certified Association Executive (CAE) programme to create greater access and reach in the Asia Pacific region.

Speaking at the Association Leadership Forum Asia Pacific in Singapore, ASAE president and ceo John Graham, said: “We did a study to determine which markets outside of the US would be the most receptive to our products and services. We found that Asia-Pacific holds the most potential. Perhaps this is due to the way the region is developing in the association space. There are real opportunities for ASAE to become more grounded here.”

ASAE’s first education conference conducted outside of the US was the ASAE Great Ideas in Association Management Conference in Hong Kong in 2015.  ASAE’s conferences in Asia-Pacific are better designed now to suit the needs of association executives in the region with the calibre of attendees having improved greatly.

Greta Kotler, chief development & credentialing officer of ASAE, said: “Our Association Leadership Forum Asia Pacific this year is a lot more interactive and offers many opportunities for our attendees to share what they do and to learn from one another. The format is similar to the one we take in North America. We are seeing more experienced association representatives and leaders at our conferences here.”

Graham said many Asian cities are eager to host future ASAE education conferences, which they consider as opportunities to showcase their destination for association meetings and to upgrade the professionalism of local association executives but Bangkok, Singapore and Yokohama are among the probable contenders for the 2019 edition, for which bidding has not yet begun.

ASAE is also keen to build on the legacies of the Asian associations through its annual Power of A Awards which recognise associations that are able to leverage their unique resources to solve problems, advance industry and professional performance, catalyse innovation and improve global conditions.  Thus far, award winners have been North American associations, but ASAE hopes to globalise it by including nominees and winners from Asia-Pacific.