Our Strategy 2026

The Strategy for 2026 was shaped through reflection and collaboration at the eAA Board Strategy Day held in October 2025 at the British Council in London.

The Strategy Day brought together the Board and Operations Team to review strategic priorities, reflect on progress, and identify practical opportunities for growth and impact. The Board agreed that the Association’s existing strategic statement remains fit for purpose, but that priorities should be articulated more clearly on an annual basis to reflect sector developments, organisational maturity and international ambition.

A key outcome was the agreement to adopt a clearer annual strategic focus, supported by stronger governance, improved ways of working and a more integrated operational plan.

Alongside structured discussion and operational updates, the Strategy Day included a collaborative “Dragon’s Den” exercise. Board members developed and tested ideas across four areas:

• international development
• PR, communications and public profile
• member and sponsor engagement
• events and Special Interest Groups

Across these discussions, consistent priorities emerged: stronger international engagement, richer member value through collaboration and partnerships, better use of existing strengths such as events and awards, and clearer governance and accountability.

Following the Strategy Day, the Operations Team reviewed all proposals and translated the most relevant ideas into a coherent strategic framework for 2026, aligned with Board priorities and the Association’s values.

The Strategy for 2026 is underpinned by a detailed Annual Operational Plan. Each pillar is supported by clear objectives, measurable KPIs, defined timelines and named responsibilities.

Delivery is supported through clear ownership, structured work plans, regular monitoring and ongoing review by the Board, ensuring strategy is actively implemented and adapted throughout the year.