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 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 💓] How Relevant Do We Want to Be? Tourism as a Pathway to Happiness and Health
At the CityDNA International Conference & General Assembly 2026, this session invites destination leaders to rethink the very foundations of value creation in the visitor economy.
What if the success of tourism was measured not only in arrivals, overnight stays or revenue, but also in well-being, recovery and human connection?
In this thought-provoking session, Michael Otremba, CEO of Hamburg Tourismus, and Charlotte Bellmann, Scientific Instructor for Research Projects at the German Institute for Tourism Research, will explore how scientific research and destination practice can converge to measure tourism’s contribution to happiness, health and life satisfaction.
Drawing on research and real-world examples, the session demonstrates how destinations can assess the personal and societal impact of travel, and translate these insights into strategies that prioritise human well-being alongside economic performance.
WHY ATTEND THIS SESSION?
Because the long-term legitimacy of the visitor economy will increasingly depend on its ability to demonstrate positive impact on people’s lives — making well-being a strategic indicator for future destination leadership.
📍 Helsinki
🗓️ April 22-24, 2026
Join European peers to explore how tourism can evolve into a driver of healthier, more meaningful and more resilient societies.
🔗 Register here: https://citydestinationsalliance.eu/event/citydna-international-conference-general-assembly-2026-helsinki/
#CityDNA #CityDNAHelsinki2026 #VisitorEconomy #WellbeingEconomy #DestinationManagement #PlaceLeadership #SustainableTourism](https://citydestinationsalliance.eu/wp-content/plugins/social-wall/img/placeholder.png)
[THE HUMAN PULSE OF PLACE AND PURPOSE 💓] How Relevant Do We Want to Be? Tourism as a Pathway to Happiness and Health
At the CityDNA International Conference & General Assembly 2026, this session invites destination leaders to rethink the very foundations of value creation in the ...visitor economy.
What if the success of tourism was measured not only in arrivals, overnight stays or revenue, but also in well-being, recovery and human connection?
In this thought-provoking session, Michael Otremba, CEO of Hamburg Tourismus, and Charlotte Bellmann, Scientific Instructor for Research Projects at the German Institute for Tourism Research, will explore how scientific research and destination practice can converge to measure tourism’s contribution to happiness, health and life satisfaction.
Drawing on research and real-world examples, the session demonstrates how destinations can assess the personal and societal impact of travel, and translate these insights into strategies that prioritise human well-being alongside economic performance.
WHY ATTEND THIS SESSION?
Because the long-term legitimacy of the visitor economy will increasingly depend on its ability to demonstrate positive impact on people’s lives — making well-being a strategic indicator for future destination leadership.
📍 Helsinki
🗓️ April 22-24, 2026
Join European peers to explore how tourism can evolve into a driver of healthier, more meaningful and more resilient societies.
🔗 Register here: https://citydestinationsalliance.eu/event/citydna-international-conference-general-assembly-2026-helsinki/
#CityDNA #CityDNAHelsinki2026 #VisitorEconomy #WellbeingEconomy #DestinationManagement #PlaceLeadership #SustainableTourism
[CITYDNA CVB CAFÉ ☕] A new CityDNA CVB Café will take place in Frankfurt just before IMEX, creating space for CVB professionals to exchange insights and connect with peers ahead of a busy week for the global meetings industry.
📍 Frankfurt
🗓️ May 18, 2026
Starting ...at 18:30 at nhow Frankfurt, this interactive session will bring together convention bureau professionals for peer-led discussions on some of the key topics shaping the future of the business events ecosystem.
Among the themes proposed for discussion:
☕ AI and innovation
☕ Staffing and funding challenges
☕ Sustainability and risk-sharing
☕ Destination legacy and measuring success
Additional topics can emerge directly from participants’ suggestions, ensuring conversations remain relevant and practitioner-driven.
The discussions will be followed by a networking reception, offering a valuable opportunity to connect with industry peers just before IMEX begins.
Participation fee: €49 per person
Registration deadline: May 11, 2026
🔗 Register here: https://citydestinationsalliance.eu/event/citydna-cvb-cafe-2026-frankfurt/
A moment for open exchange, fresh perspectives and meaningful connections within the #CityDNACVB community.
#CityDNA #CityDNACVBCafé #CityDNACVB #BusinessEvents #VisitorEconomy #DestinationManagement #IMEX
[THE HUMAN PULSE OF PLACE AND PURPOSE 💓] VivaCITY | The Torino Tale: The Strategy You Don’t See Coming
At the CityDNA International Conference & General Assembly 2026, destination leaders are invited to explore how co-creation can reshape strategy, identity and impact for both ...residents and visitors.
Over the past two and a half years, VivaCITY Torino has followed a carefully designed process that unlocked new collaborations and a profoundly co-created strategic direction. The result is a model that bridges emotion and economics, aligning civic pride, stakeholder ownership and sustainable growth.
The new strategy speaks both to the heart and the head:
Torino Tale - a narrative rooted in the city’s authentic strengths and identity
Torino Tail - an economic growth model designed for long-term competitiveness
Insights will be shared by:
• Cara Frank, VP Marketing at Simpleview Granicus
• Frank Cuypers, Co-Founder of Place Generation
• Maurizio Vitale, President of the Board at Turismo Torino e Provincia
• Cristina Cerutti, Tourism Monitor Officer at Turismo Torino e Provincia
• Marcella Gaspardone, Manager at Turismo Torino e Provincia
WHY ATTEND THIS SESSION?
Because destinations that co-create strategy with stakeholders build stronger legitimacy, clearer identity and more resilient growth models that serve both communities and the visitor economy.
📍 Helsinki
🗓️ April 22-24, 2026
Join European peers to explore how collaborative strategy design can align purpose, governance and long-term value creation.
🔗 Register here: https://citydestinationsalliance.eu/event/citydna-international-conference-general-assembly-2026-helsinki/
#CityDNA #CityDNAHelsinki2026 #VisitorEconomy #DestinationStrategy #PlaceLeadership #DestinationGovernance #CoCreation
[THE HUMAN PULSE OF PLACE AND PURPOSE 💓] Together We Win: Shaping Helsinki's Strategic Direction
At the CityDNA International Conference & General Assembly 2026, Helsinki’s destination leaders share how long-term partnerships power international competitiveness and resilient ...growth in the visitor economy.
For a small capital city, collaboration is not optional, it is a strategic necessity. Helsinki’s tourism development is built on open and trusted cooperation across the tourism, events and restaurant industries, and strong alignment with regional partners.
This panel offers practical insight into how partnership-driven governance shapes strategy, strengthens delivery capacity and positions destinations to compete globally.
Moderated by Leena Lassila, Director, Visitor and Talent Attraction at Helsinki Partners
Panellists include:
• Juha Riehunkangas, City of Helsinki My Helsinki
• Milla Öystilä, Governing Body of Suomenlinna
• Anna-Krista Sorvoja, Visit Tampere
• Anton Martikainen, Strawberry Hospitality Group
WHY ATTEND THIS SESSION?
Because effective destination leadership increasingly depends on partnership governance, aligning public and private actors around shared goals, coordinated delivery and long-term value creation.
📍 Helsinki
🗓️ April 22-24, 2026
Join European peers to explore how collaboration models can strengthen destination resilience and strategic impact.
🔗 Register here: https://citydestinationsalliance.eu/event/citydna-international-conference-general-assembly-2026-helsinki/
#CityDNA #CityDNAHelsinki2026 #VisitorEconomy #DestinationGovernance #PlaceLeadership #PublicPrivatePartnerships #CityCollaboration My Helsinki Visit Helsinki
[THE HUMAN PULSE OF PLACE AND PURPOSE 💓] Tourist Tax in European City Destinations: Evidence and Perspectives from CityDNA Research in Partnership with Modul University Vienna
At the CityDNA International Conference & General Assembly 2026, the Research & Insights Knowledge ...Group puts one of the most strategic governance questions for European city destinations into focus: tourist tax.
As DMOs navigate evolving mandates and tightening budgets, understanding how tourist tax frameworks are designed, implemented and perceived is critical for sustainable destination stewardship.
This session presents the evolution and latest findings of the research project launched in 2024 by CityDNA’s Research & Insights Knowledge Group and conducted in partnership with Modul University Vienna.
Insights will be shared by:
• Bozana Zekan, Associate Professor at Modul University Vienna
• Cristina Cerutti, Tourism Monitor Officer at Turismo Torino e Provincia
• Giovanni Arata, Head of Communications & Data at Fondazione Bologna Welcome
Participants will gain:
• An up-to-date overview of the state of play across European destinations
• Key findings emerging from combined quantitative and qualitative research
• A deeper understanding of priority policy and governance questions
• Practical insights to inform future strategic and financial planning
WHY ATTEND THIS SESSION?
Because tourist tax is no longer a technical instrument but a strategic lever, and evidence-based insight is essential to design fair, effective and future-ready funding models for the visitor economy.
📍 Helsinki
🗓️ April 22-24, 2026
Join European peers to explore how research and evidence can strengthen destination governance and long-term value creation.
🔗 Register here: https://citydestinationsalliance.eu/event/citydna-international-conference-general-assembly-2026-helsinki/
#CityDNA #CityDNAHelsinki2026 #CityDNAResearchAndInsights #VisitorEconomy #DestinationGovernance #TourismPolicy #EvidenceBasedPolicy My Helsinki Visit Helsinki
[THE FUTURE OF CITIES 🏙️] Cities sit at the intersection of many of Europe’s most pressing challenges: housing pressure, tourism flows, economic competitiveness and quality of life. Addressing them requires something essential — #collaboration across sectors and levels of governance.
...
Today, City Destinations Alliance (CityDNA) contributed to this conversation at the Future of Cities Forum in #Brussels, a high-level gathering of policymakers, city leaders and industry stakeholders exploring how Europe’s cities can remain liveable, affordable and welcoming for both #residents and #visitors.
In a panel highlighting how can Europe’s cities remain affordable and welcoming for both residents and visitors, our Vice-President Patrick Bontinck brought a crucial perspective to this debate. Our members operate at the frontline of these challenges, navigating the intersection between urban policy, destination governance and resident well-being. Because the future of Europe’s cities will not be shaped by one sector alone — it will be built through collective intelligence, cross-sector collaboration and long-term stewardship of place.
Panel Speakers
• Patrick Bontinck, Vice-President CityDNA and CEO visit.brussels
• Jan-Christoph Oetjen, Member of the European Parliament - Renew, European Parliament
• Matthew Baldwin, Head of the Housing Task Force, Deputy Director-General of DG ENER, European Commission
• Frank Hovorka, Representative of Build Europe
• Maria Regina Maroncelli Florio, Vice President of the European Large Families Confederation (ELFAC) and Coordinator of the European Network of Family-Friendly Municipalities
This event was brought by Airbnb, City Destinations Alliance, Build Europe, European Large Families Confederation (ELFAC), European Network of Family-Friendly Municipalities and powered by Euronews English.
#CityDNA #FutureOfCities #UrbanPolicy #VisitorEconomy #DestinationManagement #EuropeanCities Airbnb Public Policy
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[THE HUMAN PULSE OF PLACE AND PURPOSE 💓] Workshop | Building the Crisis-Ready City: Lessons from the European Travel Commission Crisis Preparedness Hub
Crises are no longer exceptional events. For city destinations, they have become part of the operating environment, from political ...shocks and natural disasters to digital misinformation, system outages and sudden shifts in demand.
Yet even well-resourced DMOs often struggle with fragmented communication, unclear responsibilities, outdated protocols and limited organisational readiness.
In this practical workshop, Steve Law, Strategist & Project Manager at TOPOSOPHY, and Teodora Marinska, COO & Head of Public Affairs at the European Travel Commission, will share key lessons from developing the Crisis Preparedness Hub, a multi-layered knowledge and response platform designed to help destinations navigate complex disruptions.
Participants will explore the core building blocks of crisis readiness, including:
• Governance structures and decision chains
• Scenario planning and preparedness frameworks
• Communication templates and media response strategies
• Cross-agency coordination and stakeholder mapping
• Monitoring systems and proactive risk management
Drawing on real European use cases, the session will also address internal blockers that often prevent effective crisis response and present practical approaches to strengthening organisational capacity and workflows.
WHY ATTEND THIS WORKSHOP?
Because resilience in the visitor economy depends not only on reacting to crises, but on building the structures, skills and coordination needed to respond quickly, communicate responsibly and maintain trust when uncertainty arises.
📍 Helsinki
🗓️ April 22-24, 2026
Join European peers to explore how destinations can strengthen preparedness and leadership in an increasingly volatile environment.
🔗 Register here: https://citydestinationsalliance.eu/event/citydna-international-conference-general-assembly-2026-helsinki/
#CityDNA #CityDNAHelsinki2026 #VisitorEconomy #CrisisManagement #DestinationManagement #ResilientDestinations #CityGovernance Visit Helsinki My Helsinki
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[PARTNERSHIP 🤝] City Destinations Alliance is pleased to announce a new partnership with GetYourGuide, reinforcing a shared commitment to shaping the future of Europe’s visitor economy through data, collaboration and responsible distribution.
At GetYourGuide’s exclusive pre-ITB ...gathering in Berlin, “From Data to Destination: Shaping the Future of Urban Tourism”, senior European tourism leaders came together for a high-level panel discussion on destination governance, sustainability and economic impact.
Moderated by travel industry executive and Travel Trends Podcast host Dan Christian, the conversation brought together:
• Paula Magarzo, International Promotion Executive, Turismo de Sevilla
• Miguel Sanz, Director General of Turespaña and President of the European Travel Commission
• Barbara Jamison-Woods, President of City Destinations Alliance and Head of Europe and Tourism Sector Convention Bureau at London & Partners
The exchange focused on:
• Leveraging data for smarter destination management
• Strengthening public-private collaboration
• Managing visitor flows while safeguarding resident wellbeing
• Advancing cultural heritage and long-term value creation
The discussion clearly demonstrated that the future of urban tourism depends on trusted partnerships between destinations, national boards, European institutions and industry platforms.
This new partnership with GetYourGuide will support our mission to equip our alliance of 120+ European cities with knowledge, tools and strategic alignment to foster regenerative approaches to the visitor economy.
Today at ITB Berlin, Barbara continues the dialogue with CityDNA members CEOs and through a full agenda of meetings and networking moments, further strengthening collaboration across Europe’s city destinations.
#CityDNA #GetYourGuide #VisitorEconomy #DestinationManagement #DataDrivenDestinations #SustainableTourism #UrbanTourism #Partnership #TravelIndustry #RegenerativeTourism