I recently had the pleasure of travelling to Maastricht for a unique “off-season” gathering of TEFAF’s international PR network, writes Charlotte Heath-Bullock.
Around 20 communications professionals from across Europe and the US came together to explore the city’s heritage, strengthen our shared narrative, and align global storytelling for TEFAF 2026 and beyond.
Maastricht, long a crossroads of trade and culture, offered the perfect setting. We immersed ourselves in its history - from the Roman foundations to the surprising fact that D’Artagnan met his fate here in 1673 - and reflected on how TEFAF continues that legacy as a modern hub of art, culture, knowledge and exchange.
I had the pleasure of leading a full-day messaging and positioning workshop, bringing together insights from multiple markets to refine how we frame TEFAF’s voice, purpose and influence on the world stage. We were joined by TEFAF colleagues who shared exciting updates on advertising, sponsorship, media partnerships and the evolving museum engagement strategy.
A highlight was a private, out-of-hours visit to the Bonnefanten Museum, where we heard about TEFAF’s rich and growing museum community, and how this specialised, academic network continues to be one of the fair’s most valuable strengths. It’s fascinating to see how relationships with museums, curators and institutions are developed and nurtured long before visitors walk through the doors in March.
What struck me most was how TEFAF is an ecosystem of trust, scholarship, collaboration and storytelling.
Exhibitors can spend months - sometimes years - researching, tracing provenance and unearthing the human stories behind extraordinary objects. And it’s our role to help share those stories with the world, in ways that resonate with collectors, curators, journalists and cultural institutions.
As we look ahead, TEFAF 2026 is already taking shape and it promises to be exceptional. I’m excited to share more in the coming months, and to continue working with this remarkable global team.
