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.
Leading Europe’s Visitor Economy: Reputation, Community Trust & Global Competitiveness
CityDNA CEO Meeting,
February 9-10, 2026
From budget constraints and political changes, digital transformation in the visitor experience, sustainability and shifting visitor behaviours, the CEO Meeting will explore key challenges faced by our DMOs’ leadership and explore key paths for success and transformation.
The Human Pulse of Place and Purpose
CityDNA International Conference
& General Assembly, April 22-24, 2026
At a time when European destinations are reshaping their visitor economies amid global transformation, the CityDNA International Conference & General Assembly, taking place in Helsinki on April 22-24, 2026, invites members and partners to explore what lies before and beyond the data.
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
![[THE HUMAN PULSE OF PLACE AND PURPOSE 💓] ✅ Registration is now open for the CityDNA International Conference & General Assembly 2026!
📍 Helsinki | April 22-24, 2026: https://citydestinationsalliance.eu/event/citydna-international-conference-general-assembly-2026-helsinki/
Join us to explore the people behind the data, and how understanding human behaviour, motivation and emotion can strengthen policy-making, governance and innovation, helping cities build more resilient, meaningful and competitive visitor economies.
And because Helsinki always comes with something special…
✨ The Helsinki Happiness Challenge: Win a weekend in Helsinki!
When you register, you can also take part in our creative challenge: design your perfect weekend in Helsinki.
How to participate:
1. Get inspired by MyHelsinki.fi (local tips, hidden gems, restaurants, saunas, design & culture)
2. Write a short story or itinerary (max 300 words)
3. Submit via the competition form
🏆 Prize (right after the Conference: April 24-26, 2026):
• 2 hotel nights for 2
• 2 Helsinki Cards (attractions + transport)
• Dinner for two at one of Helsinki’s top restaurants
📅 Key dates
Deadline: January 31, 2026
Winner announced: February 3, 2026
👉 Register + enter the challenge: https://citydestinationsalliance.eu/event/citydna-international-conference-general-assembly-2026-helsinki/
See you in Helsinki! 🇫🇮
#CityDNA #MeetingsIndustryProfessionals #VisitorEconomy #DestinationManagement #Conference #ExperienceDesign #Innovation](https://citydestinationsalliance.eu/wp-content/plugins/social-wall/img/placeholder.png)
[THE HUMAN PULSE OF PLACE AND PURPOSE 💓] ✅ Registration is now open for the CityDNA International Conference & General Assembly 2026!
📍 Helsinki | April 22-24, 2026: https://citydestinationsalliance.eu/event/citydna-international-conference-general-assembly-2026-helsinki/
...
Join us to explore the people behind the data, and how understanding human behaviour, motivation and emotion can strengthen policy-making, governance and innovation, helping cities build more resilient, meaningful and competitive visitor economies.
And because Helsinki always comes with something special…
✨ The Helsinki Happiness Challenge: Win a weekend in Helsinki!
When you register, you can also take part in our creative challenge: design your perfect weekend in Helsinki.
How to participate:
1. Get inspired by MyHelsinki.fi (local tips, hidden gems, restaurants, saunas, design & culture)
2. Write a short story or itinerary (max 300 words)
3. Submit via the competition form
🏆 Prize (right after the Conference: April 24-26, 2026):
• 2 hotel nights for 2
• 2 Helsinki Cards (attractions + transport)
• Dinner for two at one of Helsinki’s top restaurants
📅 Key dates
Deadline: January 31, 2026
Winner announced: February 3, 2026
👉 Register + enter the challenge: https://citydestinationsalliance.eu/event/citydna-international-conference-general-assembly-2026-helsinki/
See you in Helsinki! 🇫🇮
#CityDNA #MeetingsIndustryProfessionals #VisitorEconomy #DestinationManagement #Conference #ExperienceDesign #Innovation
[CITYDNA CEO MEETING 👩💼 👨💼] Register now for Europe’s CEO-level dialogue on reputation, community trust and the future of the visitor economy.
📍 Barcelona
🗓️ February 9-10, 2026
As scrutiny rises and community expectations evolve, European DMO leaders ...need a space to align, learn and act together. Across two concentrated half-days, the 19th CityDNA CEO Meeting is the only place to combine global perspectives, case studies and CEO-only working sessions to deliver practical outcomes and efficient networking.
Speakers include:
• Professor Greg Clark CBE (The Business of Cities) – cities, reputation and long-term urban development
• Christopher Imbsen (WTTC) – safeguarding trust amid global turbulence, misinformation and sustainability debates
• Corinne Menegaux (Paris je t’aime) – case study: building trust in times of change
• Mateu Hernández (Turisme de Barcelona) – case study: building trust in times of change
Expect strategic reflection, peer exchange, and actionable approaches to:
• understand the new drivers of reputational pressure
• strengthen trust with residents and stakeholders
• align governance, transparency and narrative
• protect Europe’s competitiveness through innovation
For CEOs only. There are still a few days to register: https://citydestinationsalliance.eu/event/19th-citydna-ceo-meeting-2026-barcelona/
#CityDNA #CityDNACEOMeeting #DestinationLeadership #Reputation #CommunityTrust #VisitorEconomy Visit Barcelona
[CVB EXPERT MEETING 🏙️] ⏳ Last days to register for the 1st CityDNA CVB Expert Meeting taking place in Graz, January 20-21, 2026)
Registration closes in 5 days!
And with only a few seats left, this is your final chance to join us in Graz.
Over 1.5 days, 60 CVB peers ...will dive into expert-led sessions and moderated discussions focused on shared challenges and emerging priorities — with a strong emphasis on:
- interactive exchange
- real-life case studies
- practical takeaways you can apply directly in your organisation
👉 Check out the programme & register before January 12: https://citydestinationsalliance.eu/event/1st-cvb-expert-meeting-2026-graz/
#CityDNA #CityDNACVB #CVB #ConventionBureaux #MeetingsIndustry #DestinationManagement #BusinessEvents #PeerLearning #Networking #EventProfs Visit Graz
[CITYDNA YEAR IN REVIEW ✨] As 2025 comes to a close, we’re feeling grateful, and a little amazed by everything we’ve achieved together!
It’s been a busy, energising year dedicated to what City Destinations Alliance is here for: engaging our members, supporting your work, and ...creating meaningful space for peer learning across Europe’s city destinations.
A heartfelt thank you to the cities and teams who welcomed our community throughout the year:
📍 Monaco (CEO Meeting, January)
📍 Budapest (International Conference & General Assembly, April)
📍 Frankfurt (CVB Café at IMEX, May)
📍 Gdańsk (City Cards Expert Meeting, June)
📍 Luxembourg (Summer School, August)
📍 Vienna (20th TourMIS Workshop at Modul University, September)
📍 Tórshavn (Autumn Conference, October) and the continuing work behind the Tórshavn Declaration
📍 Barcelona (CVB Café at IBTM, November)
📍 Vilnius (Visitor Experience Expert Meeting, November)
Throughout the year, Barbara Jamison-Woods also strengthened CityDNA’s connections beyond our own programme — meeting partners and members in Gdańsk, London, Maastricht, Budapest and Ghent, and speaking at industry events in Galway and Gdańsk — helping amplify the role of city destinations in shaping a more balanced, resilient visitor economy.
To our members: thank you for your trust, engagement, and the generous spirit you bring to every exchange!
To our partners: thank you for your support, expertise, and continued commitment to collaboration.
We’re closing the year proud of the momentum we’ve built together and looking ahead to 2026 with purpose.
See you in 2026!
#CityDNA #CityDestinationsAlliance #DestinationManagement #VisitorEconomy #CityDestinations #PeerLearning #Collaboration
Barbara Jamison Flavie de Bueil
Destinatie Nederland ForwardKeys IMEX Lighthouse Mabrian MASH Media Agency Meeting Media Company Miles Partnership MMGY TCI Research Modul University Vienna Saint Elmo’s Simpleview Snapsight Sojern The Data Appeal Company TOPOSOPHY
[SHOULDER & OFF-PEAK 📆] Peak season pressures? Shoulder month gaps? There's a smarter way forward. 🌟
Join us in London on June 12, 2026, for a game-changing B2B event that's redefining how we think about tourism seasonality.
Shoukder & Off-Peak aka SHOP is ...ETOA - European tourism association and City Destinations Alliance’s new B2B event focused on driving demand beyond the high season. Designed for destinations and suppliers seeking to grow business outside traditional peak months, SHOP unites industry professionals committed to building a more balanced, sustainable tourism economy.
This is your opportunity to:
✓ Connect with partners ready to extend the season
✓ Diversify itineraries beyond traditional hotspots
✓ Turn capacity gaps into commercial opportunities
✓ Build sustainable, year-round tourism strategies
With peak-season capacity maxed out in many destinations, the future of travel lies in smarter timing and broader distribution. SHOP provides the platform to make it happen.
Join the movement toward balanced, sustainable tourism that works for everyone: destinations, businesses, and travellers alike.
Register now: https://citydestinationsalliance.eu/event/shop-shoulder-off-peak-2026-london/
#CityDNA #ETOA #SHOP2026 #SustainableTourism #TravelBetter #TourismIndustry #ExtendTheSeason #ShoulderSeason #TravelIndustry #TourismInnovation #B2BTravel
[CVB EXPERT MEETING 🏙️] 🎉 We Have a Winner! 🎉
We’re thrilled to announce that Jaroslaw Marciuk from Poland Convention Bureau POT is the lucky winner of the free ticket to the first-ever CityDNA CVB Expert Meeting in Graz, taking place on 20–21 January 2026.
The ...prize draw was held during IBTM World and it was fantastic to see so many CVB peers take part and show interest in this new CityDNA event.
👏 Congratulations, Jaroslaw! We look forward to welcoming you in Graz for two days of focused learning, peer-to-peer exchanges and strategic discussions with CVB colleagues from across Europe.
Curious about the programme or thinking of joining us as well?
👉 Have a look here: https://citydestinationsalliance.eu/event/1st-cvb-expert-meeting-2026-graz/
See you in Graz! 🇦🇹
#CityDNA #CityDNACVB #ConventionBureaux #MeetingsIndustry #BusinessEvents #Networking #EventProfs Visit Graz
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[VISITOR EXPERIENCE EXPERT MEETING ℹ️] The 12th #CityDNAVisitorExperience Expert Meeting in Vilnius has come to a close, and what an inspiring edition it has been! 🎉
A heartfelt thank you to all participants for your energy, openness and valuable contributions. Your insights, ideas ...and shared experiences are what make this community so unique and impactful.
A special thank you to the amazing Vilnius team: Gediminas Šukutis, Erika Antakovė, Sabina Jarmolovič, Žilvinas Baltrūnas, Agne Lalaite, Darja Filipović for their warm hospitality, flawless organisation and dedication to showcasing Vilnius at its very best. 🙌👏
We are already looking forward to the next edition on November 26-27, 2026 in Valencia! See you there! 🇪🇸✨
#CityDNA #CityDNAVisitorExperience #TouristInformationCentres #TheRightPartnership Go Vilnius
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[VISITOR EXPERIENCE EXPERT MEETING ℹ️] Our final NetWorkshop brought together the insights from Parts 1 and 2, turning reflections into a clear, actionable results matrix. 💡📊
Participants mapped their priorities by combining:
🔹 What changed over the past year with the ...biggest impact on their teams (NetWorkshop 1)
🔹 Which areas of the TIC Constellation Model they aim to strengthen next year, and how (NetWorkshop 2)
The result?
A powerful visual overview of our community’s shared ambitions — from boosting soft skills and personalisation, to advancing digital services, improving data intelligence, strengthening community engagement, and elevating the entire visitor journey.
This matrix doesn’t just reflect individual goals; it shows a collective commitment to grow, adapt and innovate together. Exactly what #TheRightPartnership is all about.
#CityDNA #CityDNAVisitorExperience #TouristInformationCentres #TheRightPartnership Go Vilnius