City Destinations Alliance in Pursuit of Positive Impact of Tourism

WELCOMING WEGENERATION: City Destinations Alliance (CityDNA) members approved a new strategy during its annual conference and General Assembly in Sofia last week. The 115+ Destinations Marketing Organisations (DMOs) members decided on the long-term purpose and vision for the alliance to inspire and empower European city destinations in the shift towards regenerative tourism for better liveability and visitability of cities.

CityDNA firmly advocates that DMOs have the unique opportunity to make a real difference, they can connect people, cities and cultures and contribute to the quality of life in cities. With the new four-year strategy titled Welcoming Wegeneration, makes the case for better urban tourism with thriving communities and sustainable tourism practices as guiding principles.

Logo WeGeneration Stamp_Plan de travail 1

A change of era for the global visitor economy

During its Annual conference in Sofia, CityDNA members urged that now is the time for inspired collective action and meaningful co-creation. The new strategy sets the tone and direction for City Destinations Alliance until 2026. Coining the term Wegeneration, CityDNA envisions a change of era for the global visitor economy with profound implications for how cities should manage tectonic shifts in our societies and navigate towards purposeful adaptation and restructuring.

DMOs are shifting from visitor economy to visitor ecosystem, calling for value over volume, from cities delivering what visitors want to cities sharing what they have and what they stand for.

City Destinations Alliance set out to find answers and solutions to the big question of how tourism can be designed and stimulated to regenerate our societies, and local communities.

“This strategy also reflects a shift for City Destinations Alliance because it is the first strategy we do together as a re-imagined alliance of cities, after our rebranding process took us from association to alliance – and refocused on our shared (City) DNA” says Petra Stušek, President of City Destinations Alliance.

“It is a collective commitment to find solutions on how tourism can regenerate our societies and local communities. We are powered by our community and the collaborative advantage of our European alliance. We are for and by our members, and our members are looking for inspiration to shape, support and empower the change that is needed,” Petra Stušek concludes.

A press conference will be given during IMEX trade show in Frankfurt on May 23 at 12:15.

Read the full Strategy here!



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

For more information and pictures, please contact:
Bénédicte Lack,, +33 380 56 02 03