The rebranding into City Destinations Alliance marked a key shift that has been underway for several years, and accelerated by the pandemic, namely that destination leadership involves much more than marketing. And last but not least, we are much more than a network; we are an alliance.

More and more cities adopt a more holistic approach in the way they work, seeking for a better balance between visitors and inhabitants. A third forum on City Marketing was recently added to the portfolio in order to meet those needs. In addition to the President, there are now three Vice-Presidents who represent the three main subject areas that modern destination management and destination marketing organizations deal with. The name European Cities Marketing then revealed its full potential and the brand was refreshed in 2013.