City Destinations Alliance
The alliance of Tourist Boards, Convention Bureaux and Destination Management Organisations in Europe
We are the European knowledge sharing alliance for cities and urban regions. While working on the DNA of our cities, we are committed to a sustainable, inclusive and responsible visitor economy that benefits people, planet and prosperity.
We are much more than a network. We want to publicly advocate for our common goals while still learning from each other.
Our vision is for all cities in Europe to flourish as great places to live, work, meet and explore. As a community of DMO professionals, our promise to each other is to always be curious and forward-thinking, share our inspiration and never stop learning.
Highlights
The reference for Leisure, Meetings Industry and City Marketing in Europe.
The CityDNA Tórshavn Declaration
From Shared Priorities to Action
The CityDNA Tórshavn Declaration is a collective strategic framework developed with and for members. It captures the key priorities shaping the future of Europe’s city destinations and translates them into concrete areas of action.
Climate Change and the Future of Tourism
Trend Room Whitepaper
The Whitepaper written in collaboration with ETFI is based on findings from a scenario workshop that explored how the impacts of climate change will transform the travel landscape of urban tourism destinations in the long term of 5 to 10 years by means of future scenarios (2035 is taken as time horizon).
City Travel Report by CityDNA 2024-2025
A New Era of Recalibration for European City Tourism
The City Travel Report by CityDNA provides a vital perspective on the volume of urban tourism in Europe, enabling individual city destinations to chart trends and to benchmark themselves in terms of volume and other parameters, especially key source markets. It presents compelling evidence of the economic significance of contemporary urban tourism. Put simply, cities are the dominant geographical focus of European tourism, especially the lucrative (and therefore much sought after!) short break and congress and/or conventions segments.
The Score is Not the Story
VivaCITY Whitepaper from CityDNA & Simpleview
What’s Beyond the Sustainability Score? In a time when certifications and indexes dominate the sustainability narrative, this whitepaper invites destination leaders to look deeper—beyond metrics and toward meaningful, transformative strategies.
Featured Events
#CityDNA events provide members with information, contacts and business leads they cannot afford to miss out on.
Members know best…
The CityDNA Knowledge Groups play a strategic role in helping us develop new ideas, products, insights and solutions in the areas of City Cards, Marketing & Communication, Meetings Industry, Research & Insights, Sustainability, Tourist Information Centres or Trends. They are incubators of new ideas and an important source of insights and expertise.
When it comes to looking at the future, the constantly evolving CityDNA Summer School is a unique opportunity for young professionals just entering the Meetings Industry to spend three days with some of the biggest names in our business, to understand the nature of the Meetings Industry, and acquire practical marketing skills. An unforgettable career-defining experience!
By providing data, we can benchmark the performances of our destinations with bednights and in meetings statistics, as well as the financing and spending structures of our organisations. For the 50% of our members who do not have their own research departments, City Destinations Alliance can provide a unique & essential source of information.
City Destinations Alliance knows that we, as members, have specific interests and provides us with the opportunity to have our own platforms, events and forums. CityDNA also helps us members to align our own strategic agenda with whatever demands, challenges and opportunities tomorrow will bring.
Every year, we have more and more City Cards specialists participating in the City Cards Expert Meeting and strengthening the network. Through best practices and knowledge exchange, these meetings allow CityDNA member destinations to fine-tune their City Cards product, the associated communication and sales strategy, with the goal of managing the destination in a sustainable way.
City Destinations Alliance is a member organisation. It is with us members and by the members. Through its strategy, CityDNA explores a more sustainable tomorrow together with a great purpose and appetite for experimenting in the visitor economy that contributes to a better life in the city. This knowledge is essential in my daily job!
Knowledge exchange and best practices’ sessions are core activities in City Destinations Alliance: from meetings statistics to legacy or ambassador programmes, we are always kept up to date by the best examples in Europe and from around the world.
City Destinations Alliance is the only organisation to gather all CEOs of European destinations to discuss the latest market trends and new developments in policy, strategy and operations. But more important: it gives me a network of persons with whom I share challenges and endeavours, be it sustainability challenges, citizens support or how to measure the broader pros and cons of tourism. In short: This meeting is on the very top of my list.
CityDNA Live
![[THANK YOU IMEX FRANKFURT ✨]
As IMEX Frankfurt 2026 comes to a close, we would like to thank everyone who joined City Destinations Alliance throughout the week for conversations, collaboration, peer learning, and shared moments across the global meetings industry community.
From the CityDNA CVB Café ahead of the opening of IMEX, to the IMEX Place Leaders Forum, our Summer School activities, networking moments, presentations, and many meetings throughout the week, IMEX once again reminded us of the importance of bringing people together to exchange ideas, challenge perspectives, and shape the future of destinations collectively.
Highlights of the week included:
🔸 CityDNA CVB Café bringing together CVB professionals from across Europe for open and honest peer exchange
🔸 The IMEX Place Leaders Forum exploring the relationship between destination leadership, governance, business events, and place competitiveness
🔸 Celebrating the 40th edition of the CityDNA Summer School through a dedicated presentation and anniversary apéritif at the London Stand
🔸 The introduction of the CityDNA Summer School Award during the IMEX Gala Dinner, recognising the long-standing contribution of Pier Paolo Mariotti and Dennis Speet to education and mentoring within the meetings industry
🔸 Welcoming industry colleagues to the CityDNA Stand throughout the week, including our Introduction to City Destinations Alliance session on Thursday morning
Above all, this week was about people: members, partners, alumni, faculty members, destination leaders, and industry professionals who continue to contribute to a strong culture of collaboration, knowledge-sharing, and community across Europe’s visitor economy and meetings industry.
Thank you to everyone who took the time to meet with us, attend our activities, share ideas, and contribute to the conversations throughout the week.
See you soon at future CityDNA events across Europe.
#CityDNA #IMEXFrankfurt #MeetingsIndustry #BusinessEvents #DestinationManagement #CVB #DMO #CityDNASummerSchool #PeerLearning](https://citydestinationsalliance.eu/wp-content/plugins/social-wall/img/placeholder.png)
[THANK YOU IMEX FRANKFURT ✨]
As IMEX Frankfurt 2026 comes to a close, we would like to thank everyone who joined City Destinations Alliance throughout the week for conversations, collaboration, peer learning, and shared moments across the global meetings industry community.
From... the CityDNA CVB Café ahead of the opening of IMEX, to the IMEX Place Leaders Forum, our Summer School activities, networking moments, presentations, and many meetings throughout the week, IMEX once again reminded us of the importance of bringing people together to exchange ideas, challenge perspectives, and shape the future of destinations collectively.
Highlights of the week included:
🔸 CityDNA CVB Café bringing together CVB professionals from across Europe for open and honest peer exchange
🔸 The IMEX Place Leaders Forum exploring the relationship between destination leadership, governance, business events, and place competitiveness
🔸 Celebrating the 40th edition of the CityDNA Summer School through a dedicated presentation and anniversary apéritif at the London Stand
🔸 The introduction of the CityDNA Summer School Award during the IMEX Gala Dinner, recognising the long-standing contribution of Pier Paolo Mariotti and Dennis Speet to education and mentoring within the meetings industry
🔸 Welcoming industry colleagues to the CityDNA Stand throughout the week, including our Introduction to City Destinations Alliance session on Thursday morning
Above all, this week was about people: members, partners, alumni, faculty members, destination leaders, and industry professionals who continue to contribute to a strong culture of collaboration, knowledge-sharing, and community across Europe’s visitor economy and meetings industry.
Thank you to everyone who took the time to meet with us, attend our activities, share ideas, and contribute to the conversations throughout the week.
See you soon at future CityDNA events across Europe.
#CityDNA #IMEXFrankfurt #MeetingsIndustry #BusinessEvents #DestinationManagement #CVB #DMO #CityDNASummerSchool #PeerLearning
[CITYDNA SUMMER SCHOOL 🎓] Yesterday at IMEX Frankfurt, City Destinations Alliance celebrated the 40th edition of the CityDNA Summer School, an educational programme that, since 1987, has helped shape generations of meetings industry professionals through practical learning, international ...networking, peer exchange, and guidance from an experienced international faculty.
We had the opportunity to present the programme at the CityDNA Stand and celebrate this important milestone together with alumni, faculty members, partners, and industry colleagues during a special Summer School Apéritif hosted at the London Stand.
The celebrations continued during the IMEX Gala Dinner, where City Destinations Alliance proudly introduced the CityDNA Summer School Award, recognising individuals whose sustained contribution has significantly influenced both the programme and its participants through dedication, leadership, mentorship, and knowledge-sharing.
This special recognition honoured:
🏆 Pier Paolo Mariotti, Eurac Research 🟠 Course Director from 2011 to 2022
🏆 Dennis Speet, Amsterdam Convention Bureau 🟠 Course Director since 2023
Through their commitment to education and mentoring, they have helped equip new professionals with the skills, confidence, and connections needed to succeed in the business events industry.
The CityDNA Summer School has always been about more than education alone. It is about building a community, creating lasting connections, and investing in the future of the meetings industry together.
Read more about the CityDNA Summer School and its role in shaping future meetings industry professionals in this article published by IMEX Scoop: https://frankfurt.imexevents.com/newfront/news/building-the-future-of-the-meetings-industry
A sincere thank you to everyone who has contributed to the programme over the past four decades.
#CityDNA #CityDNASummerSchool #IMEXFrankfurt #MeetingsIndustry #BusinessEvents #PeerLearning #FutureTalent #Education
[IMEX PLACE LEADERS FORUM 🌍] Today at IMEX Frankfurt, destination leaders, city representatives, and business events professionals come together for the IMEX Place Leaders Forum to explore a shared question:
How can business events contribute more strategically to the long-term ...development, reputation, and competitiveness of places?
As the boundaries between tourism, investment, talent attraction, innovation, and city development continue to blur, destinations are increasingly called to adopt a more integrated and collaborative approach to leadership.
The Forum highlights the growing recognition that business events are not only economic drivers, but also catalysts for knowledge exchange, partnerships, community engagement, and place-shaping.
City Destinations Alliance is proud to contribute to these important conversations, represented by Barbara Jamison-Woods and Inge Bauwens alongside international partners and destination leaders from across the global meetings industry.
We are pleased to see place leadership, governance, advocacy, and destination strategy taking a stronger role within the wider IMEX Frankfurt programme.
#CityDNA #IMEXFrankfurt #PlaceLeadership #BusinessEvents #MeetingsIndustry #DestinationManagement #Advocacy #IMEXPlaceLeadersForum
[CITYDNA CVB CAFÉ ☕] Before the halls of IMEX Frankfurt filled with meetings, presentations, and global conversations, something quieter, but equally important, happened last night.
45 CVB professionals from across Europe came together for the CityDNA CVB Café: an informal space built ...on trust, openness, and peer exchange.
No stage.
No fixed agenda.
Just honest conversations between professionals navigating many of the same challenges.
Around the tables, discussions moved from measuring impact beyond economic results to balancing work with associations and corporates, from AI integration and sustainability to the evolving strategic role of CVBs within destination ecosystems.
One topic echoed throughout the evening: how destinations can continue to do more with less while demonstrating value, relevance, and long-term impact.
What makes the CVB Café special is not only the themes discussed, but the atmosphere itself. In a sector often shaped by competition, the CityDNA community continues to prove that collaboration and knowledge sharing strengthen destinations collectively.
A big thank you to everyone who joined us, contributed to the conversations, and helped create another meaningful edition of the CityDNA CVB Café ahead of IMEX Frankfurt!
#CityDNA #CityDNACVB #IMEXFrankfurt #CVBCafé #MeetingsIndustry #BusinessEvents #PeerLearning
[CITYDNA AT IMEX FRANKFURT ✨] IMEX Frankfurt officially starts tomorrow, but the CityDNA week begins tonight with the CityDNA CVB Café, bringing destination professionals together for open conversations, peer learning, and meaningful connections ahead of a busy week of conversations, ...collaboration, peer learning, and meaningful connections across the meetings industry.
Join us throughout the week for:
🔸 CityDNA CVB Café
📅 Monday May 18 | 🕡 18:30
🔸 IMEX Place Leaders Forum
📅 Tuesday May 19 | 🕒 15:00
🔸 Presentation about the CityDNA Summer School
📅 Wednesday May 20 | 🕚 11:00
📍 CityDNA Stand A130
🔸 Apéritif celebrating the 40th edition of the CityDNA Summer School in Dijon
📅 Wednesday May 20 | 🕛 12:00
📍 London Stand B440
🔸 IMEX Gala Dinner
📅 Wednesday May 20 evening
Celebrating the creation of a CityDNA Summer School Award
🔸 Introduction to City Destinations Alliance
📅 Thursday May 21 | 🕙 10:00
📍 CityDNA Stand A130
🔸 Book a meeting with Inge and Julie
📍 CityDNA Stand A130
🔸 Enter our competition to win free tickets to CityDNA events
📍 CityDNA Stand A130
This week is also an opportunity to celebrate the people, partnerships, and peer-learning initiatives helping shape the future of destination management and the meetings industry across Europe.
📍 Meet the CityDNA team at Stand A130.
#CityDNA #IMEXFrankfurt #MeetingsIndustry #BusinessEvents #DestinationManagement #CVB #DMO #CityDNASummerSchool
[SHOP - SHOULDER & OFF-PEAK 📆] The transition towards a more balanced visitor economy depends on the ability to create demand beyond peak periods, and to connect destinations with the right market opportunities.
The deadline to secure participation in SHOP - Shoulder & Off-Peak ...2026 is approaching.
Organised by ETOA - European tourism association in partnership with City Destinations Alliance, SHOP brings together destinations, tourism suppliers and international buyers focused on:
• Shoulder-season travel
• Emerging and lesser-known destinations
• More sustainable, year-round experiences
Beyond the B2B workshop itself, the programme also includes insight sessions exploring:
• Demand generation beyond peak season
• Visitor dispersal strategies
• Destination approaches to seasonality
• Data and sentiment analysis for off-peak demand
📍 London
🗓️ June 12, 2026
For destinations working on long-term resilience, dispersal and stronger local value creation, this is a practical opportunity to turn strategic ambitions into market-ready action.
⏳ Registration deadline: May 21, 2026
CityDNA members benefit from preferential participation conditions through the partnership with ETOA.
🔗 Explore the programme and participation details: SHOP – Shoulder & Off-Peak 2026: https://www.etoa.org/events/shop-2026/
#CityDNA #ShoulderAndOffPeak #VisitorEconomy #DestinationManagement #SustainableTourism #TravelTrade #OffPeakTravel
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[PRESS RELEASE 📣] /// CityDNA Conference in Helsinki: European City Destinations Call for a More Balanced, Human-Centred Visitor Economy ///
City Destinations Alliance (CityDNA) has concluded its International Conference & General Assembly 2026 in Helsinki, bringing together more ...than 230 delegates from 30 countries to address the future of Europe’s visitor economy.
Read the press release: https://citydestinationsalliance.eu/citydna-conference-in-helsinki-european-city-destinations-call-for-a-more-balanced-human-centred-visitor-economy/
#CityDNA #CityDNAHelsinki2026 #VisitorEconomy #DestinationManagement #PlaceLeadership #SustainableTourism #CityGovernance #BusinessEvents #DMOs #EuropeanCities My Helsinki Visit Helsinki
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[CITYDNA CITY CARDS EXPERT MEETING 💳] Only a few days remain to register for the 15th City Cards Expert Meeting in Hamburg.
📍 Hamburg
🗓️ May 28-29, 2026
This annual gathering brings together professionals working on city card schemes across Europe to exchange ...practical experiences, discuss current challenges and explore new opportunities for visitor engagement and destination value creation.
The programme combines:
• Use case presentations with concrete examples from destinations
• Expert panel discussions on key developments and trends
• Open exchanges encouraging peer learning and collaboration
• Networking opportunities connecting city cards professionals from across the CityDNA community
As city cards continue to evolve as tools supporting the visitor economy, collaboration and shared learning remain essential to strengthening their long-term impact and relevance.
Final registrations are now open for tourism professionals working on city card schemes within DMOs and CVBs.
👉 Explore the programme and secure participation before registrations close: https://citydestinationsalliance.eu/event/15th-city-cards-expert-meeting-2026-hamburg/
#CityDNA #CityDNACityCards #VisitorEconomy #DestinationManagement #CityCards #TourismInnovation