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.
Call for Speakers:
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
![[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](https://citydestinationsalliance.eu/wp-content/plugins/social-wall/img/placeholder.png)
[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
[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
[VISITOR EXPERIENCE EXPERT MEETING ℹ️] We kicked off Friday morning in Vilnius with three compelling cases showing how thoughtful redesign, cross-sector collaboration, and creative partnerships can elevate the visitor experience across Europe. 🇱🇹✨
We began with Linz Tourismus, ...where Stefan Fattinger shared how the team transformed their Tourist Information Centre through a carefully planned revamp. From addressing heritage constraints to improving light, comfort, digital tools and staff workspaces, the new TIC is a model of co-creation between employees, architects and city authorities, and a reminder that internal collaboration is often the foundation of better service.
Next, Vienna Tourist Board introduced the innovative “Coffee with Cops” initiative, part of the national GEMEINSAM.SICHER programme. By bringing police officers directly into the TIC for informal conversations, security trainings and ongoing dialogue, Vienna strengthens trust, safety and community connection, showing how even unlikely partnerships can enhance the visitor journey.
We then turned to Go Vilnius, who presented the story behind the Pink Soup Fest, a bold city-wide collaboration that has grown into one of Vilnius’ most vibrant cultural events. With over 129 partners, extensive business engagement, cross-sector sponsorships and international visibility, the festival is a masterclass in how partnerships can amplify impact, drive visitor flows and unite an ecosystem around a shared identity.
A morning filled with creativity, transformation and inspiration, all demonstrating how #TheRightPartnership can unlock new potential in our destinations.
#CityDNA #CityDNAVisitorExperience #TouristInformationCentres #TheRightPartnership Go Vilnius
[CITYDNA TIC HOSTMANSHIP AWARD 🏆ℹ️] Warm congratulations to Zerina Husić from Visit Ljubljana, the winner of this year’s #CityDNATICHostmanshipAward! 🌟
Zerina’s journey from intern to valued full-time team member is a powerful example of dedication, resilience and genuine ...hostmanship. Arriving in Slovenia for her studies, she worked tirelessly to master the language, moving from shy beginnings to confident communication, inspiring colleagues with her determination.
She brought new life to the “Slovenian Basics” language session for visitors, redesigning the concept, partnering with the university’s language centre and creating a unique experience that guests love.
As this year’s laureate, Zerina was invited by CityDNA to attend the Visitor Experience Expert Meeting in Vilnius, and she also got the chance to work two days at the Go Vilnius TIC ahead of the event.
Zerina embodies adaptability, creativity and heartfelt care, values at the core of true hostmanship. We are proud to recognise her outstanding contribution to our TIC community.
Congratulations, Zerina! 🧡
#CityDNA #CityDNAVisitorExperience #TouristInformationCentres #TheRightPartnership
[VISITOR EXPERIENCE EXPERT MEETING ℹ️] Yesterday evening, after a full day of insights and collaboration, our participants stepped out to discover Vilnius from a new angle! 🇱🇹✨
The evening began with a guided city walk, offering a taste of the city’s stories, vibrant streets ...and winter charm, including a visit to the Vilnius Tourist Information Centre, where participants experienced first-hand the new space, digital tools and immersive features showcased earlier in the programme.
We wrapped up the night with a convivial dinner at Grey, a perfect setting to continue the conversations, exchange ideas and enjoy time together in Lithuania’s capital.
A wonderful blend of discovery, learning and community, exactly what #TheRightPartnership is all about.
#CityDNA #CityDNAVisitorExperience #TouristInformationCentres #TheRightPartnership
Go Vilnius
[VISITOR EXPERIENCE EXPERT MEETING ℹ️] We continued the afternoon in Vilnius with inspiring insights from Prague City Tourism and a deep-dive into the TIC Constellation Model during NetWorkshop Part 2. 🇱🇹✨
Prague.eu City Tourism shared how strengthening internal partnerships is... at the heart of their transformation. Barbora Plodrová and Radka Vychodilová presented how closer collaboration between teams, redesigned workflows, and shared standards across their visitor centres are helping Prague deliver a more consistent, trusted and human-centred service. Their work shows how internal alignment is just as essential as external collaboration when reshaping the visitor experience.
NetWorkshop Part 2 invited participants to reflect on the TIC Constellation Model, CityDNA's framework mapping the knowledge, skills and trust factors that shape modern visitor services.
The group explored two key questions:
👉 Which dot in the model shows your TIC’s strongest area today, and why?
👉 Which dot do you want to develop next year to strengthen your organisation, and what action will you take to do so?
This exchange sparked honest discussions on everything from soft skills and hyper-local knowledge to digital service, community engagement, and data intelligence, reinforcing how every TIC evolves differently, but all share the ambition to grow with intention and partnership.
A thought-provoking close to a rich afternoon of learning and collaboration.
#CityDNA #CityDNAVisitorExperience #TouristInformationCentres #TheRightPartnership Go Vilnius
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[VISITOR EXPERIENCE EXPERT MEETING ℹ️] Our afternoon in Vilnius continued with three powerful examples of how technology, local collaboration and long-term alliances can transform the visitor experience. 🇱🇹✨
We started with Sebastian Mellblom, Co-founder & CEO of Reveel, ...who demonstrated how their all-in-one digital platform helps destinations turn classic paper maps into interactive guidebooks, offering multilingual content, real-time updates and new revenue opportunities. A clear illustration of how smart digital tools can enhance accessibility and scale partnerships across entire ecosystems.
Next, Go Vilnius showcased their evolution “From Hospitality to Impact”. Gediminas Šukutis and Marius Krupėnas presented the city’s new Tourism Information Centre, immersive digital storytelling, personalised itineraries, the “Meet a Local” programme, and cultural collaborations that activate neighbourhoods and spread visitor flows citywide. A strategy rooted in community, creativity and shared purpose.
We then travelled to Northern Ireland with Alister Bell from Visit Belfast, exploring the impressive 25-year Alliance with Cruise Belfast, a model of operational partnership where port authorities, shipping agents, attractions and Visit Belfast co-manage the passenger journey, turning welcome services, safety coordination and retail into a seamless shared success.
A rich set of insights showing how the right partnerships (digital, local and long-term) can redefine the visitor experience across Europe.
#CityDNA #CityDNAVisitorExperience #TouristInformationCentres #TheRightPartnership
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[VISITOR EXPERIENCE EXPERT MEETING ℹ️] This morning in Vilnius, participants explored two inspiring approaches to partnership-driven visitor services, perfect illustrations of this year’s theme, “The Right Partnership.” 🇱🇹✨
Jenna de la Fuente from Geneva Tourism | ...Switzerland introduced the Geneva Excellence Club, a powerful initiative designed to boost hospitality quality by engaging front-line staff across the destination. Through fun, practical training modules and a fast-growing membership community, Geneva is building pride, curiosity, and shared excellence among those who welcome visitors every day.
Then, Benjamin Vella from visit.brussels presented Visitor Services 2.0, a bold transformation placing partnership at the heart of the visitor journey. Brussels’ ecosystem now connects receptionists, museums, drivers, hotels, cultural institutions and more, supported by training, digital tools, shared platforms, and decentralised information touchpoints across the city. A collective strategy turning every smile into a welcome, and every partner into an ambassador.
The morning continued with NetWorkshop Part 1, where participants exchanged insights around the guiding question: 👉 “What did you change over the past year that had the most impact in your team?”
An honest and practical conversation highlighting the incremental shifts, new approaches, and internal transformations that strengthen the visitor experience across Europe.
An insightful start to a day shaped by collaboration, curiosity, and the partnerships that elevate our visitor experiences.
#CityDNA #CityDNAVisitorExperience #TouristInformationCentres #TheRightPartnership Go Vilnius