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
![[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](https://citydestinationsalliance.eu/wp-content/plugins/social-wall/img/placeholder.png)
[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
[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
[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
[CITYDNA AMBASSADOR PROGRAMME SERIES 🌟]
The CityDNA CVB Knowledge Group continues its Ambassador Programme Series with two upcoming sessions in May and June 2026, combining benchmarking insights with practical city case studies.
Building on the strong engagement of previous ...sessions, this next phase deepens the collective understanding of how ambassador programmes are evolving across the CityDNA network, from structure and governance to engagement and long-term impact.
📅 Upcoming sessions:
🔹 May 7, 2026 | 11:00 CET
City Case Studies #3: Brussels & Benchmarking Insights
Presentation of key findings from the CityDNA benchmarking survey, followed by a case study from Brussels, exploring programme structure and delivery in practice.
🔹 June 18, 2026 | 11:00 CET
City Case Studies #4: Glasgow & Ljubljana
Two destinations share how their ambassador programmes are designed, managed and activated, with reflections on challenges and lessons learned.
These sessions offer a dedicated space for peer exchange, grounded in real cases and shared data, supporting more strategic and effective ambassador programme development across destinations.
🎥 Recordings from previous sessions are already available on the CityDNA Intranet.
🔐 Participation is reserved for CityDNA members, who can register directly via the Intranet.
The series continues to position ambassador programmes as a key lever within the visitor economy, strengthening local ecosystems, academic partnerships and international positioning.
#CityDNA #CityDNACVB #CityDNAAmbassadorProgramme #VisitorEconomy #DestinationManagement #KnowledgeExchange #PeerLearning
[CITYDNA CVB CAFÉ ☕] Where conversations that matter begin.
A new article by IMEX Scoop highlights what makes the CityDNA CVB Café a distinctive and trusted space for destination professionals ahead of IMEX Frankfurt.
📍 Hotel nhow Frankfurt
🗓️ May 18, 2026 at 18:30... CET
As the piece underlines, CVBs across Europe are navigating similar transformations, from service providers to strategic ecosystem connectors, balancing increasing expectations with limited resources while focusing on long-term impact.
What sets the CVB Café apart is how these challenges are addressed:
☕ Open, peer-to-peer exchange
☕ No stage, no hierarchy, no fixed agenda
☕ Conversations shaped by those in the room
☕ A strong foundation of trust and “coopetition”
This format creates the conditions for honest dialogue, practical insight and shared progress, and continues to inspire new CityDNA initiatives, including the CVB Expert Meeting.
In a week defined by scale and visibility, this is a moment for reflection, alignment and collective intelligence.
📖 Read the article and discover why this format resonates across the CityDNA community: https://frankfurt.imexevents.com/newfront/news/where-conversations-that-matter-begin
⏳ Registration closes May 11
Places are limited to preserve the quality of exchange.
🔗 Secure participation and take part in the conversation: https://citydestinationsalliance.eu/event/citydna-cvb-cafe-2026-frankfurt/
#CityDNA #CityDNACVBCafé #CityDNACVB #DestinationManagement #PeerLearning #CityGovernance #BusinessEvents #VisitorEconomy #IMEX #IMEXFrankfurt
The CityDNA CVB Café returns to Frankfurt
frankfurt.imexevents.com[SHOULDER & OFF-PEAK 📆] Activating off-peak demand requires more than intent, it requires the right connections.
Through its collaboration with ETOA - European tourism association, CityDNA is opening a concrete pathway for destinations to turn strategy into action at SHOP – ...Shoulder & Off-Peak 2026.
📍 London
🗓️ June 12, 2026
This dedicated B2B marketplace connects destinations and their partners with international buyers actively seeking:
• Shoulder-season products
• Lesser-known destinations and experiences
• More sustainable, year-round itineraries
For destinations working to rebalance flows and strengthen their visitor economy, this is a practical platform to:
• Engage local stakeholders collectively
• Translate off-peak strategy into trade-ready offers
• Build direct relationships with qualified buyers
CityDNA member benefit:
Preferential participation through a dedicated discount code, with options to join alongside local partners.
This is where strategy meets implementation.
🔗 Explore participation and join the conversation shaping more balanced tourism flows: https://www.etoa.org/events/shop-2026/
#CityDNA #ShoulderAndOffPeak #VisitorEconomy #DestinationManagement #SustainableTourism #TravelTrade
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CityDNA International Conference & General Assembly Helsinki 2026
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[THE HUMAN PULSE OF PLACE AND PURPOSE 💓] What does it take to build destinations that are resilient, relevant and human?
Yesterday afternoon in Helsinki, the final conversations of the CityDNA International Conference & General Assembly 2026 brought the full picture together.
...
Across sessions, one idea became impossible to ignore:
the visitor economy is expanding, but so is its responsibility.
💡 In Copenhagen, business events were reframed as platforms for long-term societal impact, shaping health outcomes, policy and knowledge beyond the event itself.
In Linz, destination strategy was no longer about tourism alone, but about living ecosystems, where residents, businesses and visitors co-create the future of the city.
🌍 In Dublin and Gdańsk, seasonality was not a constraint, but an opportunity.
Through data, storytelling and partnerships, both cities showed how to redistribute demand and redefine the calendar.
⚠️ And in the crisis workshop, a reality check:
disruption is no longer the exception, it is the context.
Preparedness, coordination and trust are now core capabilities for every destination.
💛 Then came Oulu, perhaps the most human story of all.
The focus shifted from performance to emotion:
Before attracting visitors, a city must ensure its people feel seen, safe and proud.
Because belonging is not a by-product of tourism, it is its foundation.
📊 Finally, the discussion on tourist tax reminded us that governance matters.
Data, funding, regulation: these are not technical questions.
They shape trust, collaboration and the long-term legitimacy of the visitor economy.
Step by step, across these final sessions, a clear conclusion emerged:
👉 destinations are no longer just places to visit
👉 they are systems to manage, communities to engage
👉 and responsibilities to uphold
This is the human pulse of place and purpose in action.
#CityDNA #CityDNAHelsinki2026 #VisitorEconomy #PlaceLeadership #DestinationManagement #ResilientDestinations