38th CityDNA Summer School in Brno: Empowering the Next Generation of Meetings Industry and CVB Professionals

City Destinations Alliance (CityDNA) successfully concluded its 38^th Summer School in Brno, Czech Republic, from August 27 to 31, 2024. 34 professionals from 24 destinations across the meetings and business events industry engaged in a comprehensive educational programme designed to equip newcomers with the knowledge and skills necessary for success in this dynamic sector.

Since its launch in 1987, the CityDNA Summer School has been recognised as a model of excellence, and the 38^th edition maintained this legacy. With an interactive programme that combined theoretical knowledge with practical application, the content focused on key areas such as client engagement, bidding processes, sustainability, business sectors, legacy planning, equity, diversity, inclusion (EDI), and the growing influence of artificial intelligence on the industry.

An Unparalleled Learning Experience

The 38^th CityDNA Summer School programme led and curated by Course Director Dennis Speet, Managing Director of the Amsterdam Convention Bureau, addressed both the foundational principles and the latest industry trends. Interactive workshops, engaging panel discussions, and hands-on sessions provided participants with a deep understanding of the challenges and opportunities in the sector.

“It has been an honour to lead the 38^th CityDNA Summer School and work alongside such a passionate and dedicated group of professionals. Our curriculum was designed to provide a balanced blend of foundational knowledge and cutting-edge insights, reflecting the realities of today’s meetings industry. The engagement and enthusiasm of our participants were truly inspiring, and I am confident that they will go on to make significant contributions to the industry. I believe that the connections made, and the knowledge gained during this week in Brno will have a lasting impact, not only on their careers but also on the broader meetings community.” said Dennis Speet, Course Director of the CityDNA Summer School

Participants also had the unique opportunity to learn from a distinguished faculty of industry leaders:

Course Director of the CityDNA Summer School, Dennis Speet, Managing Director of the Amsterdam Convention Bureau, with experience in developing sustainable partnerships and supporting international meetings.
Tim Agter, Founder & Partner at We are Mono & Plant FWD, with experience in event management and innovation within the events industry.
Gabrielle Austen-Browne, Founder & Director of Diversity Alliance, a leading expert in diversity and inclusion within the events and hospitality sectors.
Flavie de Bueil, COO of City Destinations Alliance, who plays a pivotal role in aligning the efforts of Tourist Boards, CVBs, and DMOs across Europe.
Jakub Geisler, Head of Marketing & Tourism Department at Magistrát města Brna, leveraging his extensive marketing and leadership experience to enhance Brno’s promotional efforts.
Barbara Jamison-Woods, Head of Business Development Europe at London & Partners, and President of City Destinations Alliance, with a comprehensive background in global tourism and business events.
Eliška Křížová, Key Manager at Brno Convention Bureau, dedicated to promoting Brno in the global meetings industry.
Leena Lassila, Director of Visitor Attraction at Helsinki Partners, who is instrumental in creating innovative tools for sustainable growth in Helsinki.
James Latham, Editor-in-Chief of The Iceberg, and an advocate for the ‘beyond tourism’ narrative, emphasising the long-term impacts of business events and business sector impact.
Kavitha Pragalathan, CICS, Manager Research & Market Analytics at ICCA, an experienced Data Manager with a demonstrated history of working in the events services industry.
Emil Rømer Hansen, Strategy Advisor at Group NAO, specialising in the utilisation of AI in Destination Marketing Organisations (DMOs).
Stéphane Talboom, VP Sales and Marketing at I.T. Group and IAPCO Ambassador, an expert in international business development and conference management.
Daniel Waigl, Executive Director at CIRSE, with a focus on improving patient care through the support of teaching, science, and clinical practice in medical associations.
Junanto Xu, Research & Project Manager at Group NAO, who specialises in the intersection of technology, creativity, and sustainability, particularly in the context of AI.

These faculty members provided participants with valuable insights, practical strategies, and personalised guidance, fostering a rich learning environment. Students appreciated the time factored into the programme which allowed for this engagement.

Networking and Cultural Immersion

Beyond the educational content, the CityDNA Summer School offered extensive networking opportunities. From social events to mixing the participants during workshops and discussions, the event provided a platform for participants to build connections with peers and faculty members, while also experiencing Brno’s rich cultural heritage.

“The emulation between people from different settings and backgrounds, sharing the same interest and passion for their jobs… I can easily see myself in the future, in a few years, giving some hints as a speaker, to a new selection of talented recruits, passing on, what I have learned. This passing of the torch and sharing of experience is very meaningful to me.” said Samir El Majid Janin-Manificat, Convention Bureau Development Manager at Dijon Bourgogne Tourisme & Congrès.

Looking to the Future

The CityDNA Summer School continues to adapt to the evolving needs and trends of the sector with a strong emphasis on the importance of the knowledge economy to European cities.These themes were integral to this year’s programme, reflecting the growing importance of creating positive, lasting impacts through meetings and events.

In her closing remarks, Barbara Jamison-Woods, President of City Destinations Alliance, highlighted the importance of continuous education in building a resilient and innovative meetings industry. She affirmed CityDNA’s commitment to providing high-quality educational experiences that prepare professionals to lead the industry into the future.

“The 38^th CityDNA Summer School in Brno demonstrates our commitment to advancing the importance of the meetings and business events industry through education and collaboration. This year’s programme embraced the rapidly evolving landscape of our sector, which is such a vital part of the visitor and knowledge economy. I am delighted that we are creating a resilient and innovative group of alumni who will continue to contribute to the growth and relevance of our sector. Continuous education is the foundation of our mission, and I am proud to see how this year’s participants have embraced this opportunity to learn, grow, and share knowledge which is core to the mission of City Destinations Alliance.” concluded Barbara Jamison-Woods, President of City Destinations Alliance

The next edition of the CityDNA Summer School will be held in Luxembourg in August 2025. If you wish to pre-register for the next edition, please contact Julie Clerc at julie@citydna.eu.

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About City Destinations Alliance
We are a knowledge sharing network for cities and urban regions working to unfold the potential of the visitor economy. Our vision is for all cities in Europe to flourish as great places to live, work, meet and explore. As a community of professionals, our promise to each other is to always be curious, forward thinking, share our expertise and inspiration and never stop learning.

For more information and pictures, please contact:
Bénédicte Lack, press@citydna.eu, +33 380 56 02 03
citydestinationsalliance.eu

About the CityDNA Summer School

The CityDNA Summer School, established in 1987, has trained over 2,100 professionals in the meetings and Convention Bureau industry. The programme is recognised for its comprehensive approach, blending theory with practical skills to ensure participants are well-prepared for successful careers in this dynamic field.