Leading Through Transformation: Addressing Core Challenges for DMOs

The 2025 CityDNA CEO Meeting in Monaco brought together over 50 DMO leaders from across Europe to discuss the future of tourism and its evolving role in city development. The discussions underscored a shared commitment: DMOs must go beyond promotion and actively shape more resilient, sustainable, and digitally advanced destinations.

Key challenges identified include:

  • Digital Transformation & AI – AI and data-driven decision-making present opportunities but require investment in skills and governance.
  • Resident Engagement – Growing anti-tourism sentiment calls for a community-first approach, ensuring tourism benefits residents as much as visitors.
  • Financial Sustainability – With declining public funding, DMOs must explore diversified revenue models and public-private collaborations.
  • Sustainability & Climate Action – Tourism must be embedded in urban sustainability plans, focusing on measurable impact rather than pledges.
  • Talent & Workforce Development – The sector must attract and train professionals in AI, digital strategy, and sustainability to remain competitive.
The takeaways are available for download on the CityDNA Intranet

Strategic Priorities for the Years Ahead

To address these challenges, CityDNA members identified eight key priorities:

  1. Leading digital transformation and innovation by fostering an innovation culture and investing in digital infrastructure.
  2. Reframing tourism’s value for communities through community engagement and resident-centric messaging.
  3. Aligning tourism with broader city development goals through cross-sector collaboration and integrated destination management.
  4. Fostering brand alignment and tourism investment by developing a unified brand strategy and enhancing public-private collaboration.
  5. Securing financial sustainability by diversifying revenue streams and optimising budget allocation.
  6. Driving data-driven decision-making by investing in integrated data platforms and real-time analytics.
  7. Championing sustainable tourism development by setting measurable sustainability targets and promoting eco-friendly practices.
  8. Fostering talent development and organisational agility by attracting new talent and upskilling current staff.

The meeting reaffirmed that tourism is a key driver of urban resilience. The full report provides insights and actions to help DMOs lead the transformation of European destinations.