Bridging City Promotion & Incentive Travel: City Destinations Alliance & SITE Announce Strategic Partnership

City Destinations Alliance (CityDNA) and the Society for Incentive Travel Excellence (SITE) are joining forces in a strategic partnership designed to bridge the worlds of city promotion and incentive travel. This collaboration marks a significant step towards uniting two influential communities that shape the future of the visitor economy. At the core of this partnership is a shared commitment to developing the next generation of destination and incentive professionals. As part of this initiative, SITE will lend its support to CityDNA’s flagship educational programme, the CityDNA Summer School, whose 39^th edition will take place in Luxembourg from August 25-29, 2025. The joint effort aims to amplify the visibility and impact of the programme, reaching a wider European and Global audience.

This partnership brings together two leading networks from the destination marketing and incentive travel sectors, united in their commitment to advancing knowledge and capacity-building among the next generation of professionals. By aligning their efforts, CityDNA and SITE aim to strengthen the connection between the meetings industry and the incentive travel community.

The collaboration will enable the CityDNA Summer School to reach a broader audience of young professionals and incentive travel leaders across Europe and beyond.
With 38 successful editions and a thriving community of more than 2150 students, the CityDNA Summer School offers a comprehensive blend of theory and practice. It is ideal for those just starting out in the Meetings and Business Events Industry who want to get up to speed quickly and for those who are exploring its potential as a commercial and economic development tool.
SITE has run a successful Young Leaders programme for many years which is a perfect fit. By participating in SITE Young Leaders’ Program, individuals will receive education and networking opportunities that appeal directly to those who are new to the industry.

“Incentive travel is increasingly seen as a high-value contributor to urban visitor economies,” said Annette Gregg, CEO of SITE. “Partnering with CityDNA allows us to embed incentive travel more firmly into the broader narrative of city development, tourism strategy, and economic value. We’re excited to build bridges between our members and unlock fresh opportunities for learning, innovation, and business growth.”

“By joining forces with SITE, we are strengthening our commitment to educate the next generation of destination professionals and bridge the gap between incentive travel and city promotion,” said Barbara Jamison-Woods, President of City Destinations Alliance. “This partnership creates a win-win platform for both our communities.”

The initiative also paves the way for further knowledge exchange and potential joint programming at future events, reinforcing both organisations’ shared mission to inspire, educate, and connect the leaders shaping tomorrow’s visitor economy.

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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 and regenerative tourism. 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 and forward thinking, share our inspiration and never stop learning.

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

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About SITE (Society for Incentive Travel Excellence)
The Society for Incentive Travel Excellence (SITE) is the only global association dedicated exclusively to the incentive travel industry. SITE serves a worldwide network of professionals committed to delivering exceptional motivational experiences that drive business results.