Where Careers Begin and Keep Growing: CityDNA Summer School Celebrates its 40th Edition in Dijon
For almost four decades, the CityDNA Summer School has been where careers begin. A place where newcomers to the business events industry find their footing, ask questions without fear of judgement and build relationships that last long after the programme ends. From August 24-28, 2026, the CityDNA Summer School will celebrate its landmark 40th edition in Dijon, France, bringing together a new generation of business events professionals for what has become one of Europe’s longest-running and most respected industry learning experiences.
For 40 years, the CityDNA Summer School has embodied CityDNA’s commitment to strengthening destinations through people. Few industry programmes can point to such a sustained track record of developing talent, building professional networks and supporting the next generation of destination leaders.
Today, the Summer School stands as one of CityDNA’s most enduring and successful initiatives, recognised across the international business events community as a launchpad for future leaders.
Since its launch in 1987, more than 2,200 participants have taken part in the programme. Many have gone on to leadership roles across convention bureaux, destination organisations, venues, agencies and industry associations. Yet the Summer School’s impact extends beyond professional development. It is equally about belonging, mentorship and becoming part of a wider industry community.
“The CityDNA Summer School has never been just about transferring knowledge,” says Barbara Jamison-Woods, President of City Destinations Alliance. “It is about helping people find their place within the business events industry. Over the years, we have seen participants become managers, directors, faculty members and mentors themselves. The 40th edition is a celebration of that legacy, but also a commitment to the future.”
Why It Matters
At a time when attracting and retaining talent remains a challenge across the business events industry, the Summer School continues to play a vital role in developing skilled professionals and strengthening destinations across Europe. Its success reflects CityDNA’s long-standing investment in people as the foundation of a thriving visitor economy.
A Milestone Edition Looking Forward
While the 40th edition marks an important milestone, the programme remains firmly focused on the future.
Today’s business events professionals face increasingly complex stakeholder environments, growing sustainability expectations, rapid technological change and evolving client demands. The Summer School continues to evolve alongside these realities, helping participants develop not only industry knowledge but also the adaptability, critical thinking and collaborative skills needed to thrive.
This year’s programme will explore topics including destination bidding, stakeholder management, sustainability, legacy, equity, diversity and inclusion, association and corporate clients, artificial intelligence and emerging technologies. Through workshops, discussions, case studies and group challenges, participants will learn directly from experienced practitioners while building their own professional networks.
Across 40 editions, the programme has remained true to a simple idea: where careers begin and keep growing.
Guided by the Industry’s Leading Practitioners
The 40th edition will be led by Course Director Dennis Speet (Amsterdam Convention Bureau), supported by a multidisciplinary faculty of experienced professionals from across the business events ecosystem, including Richard Allchild (IMEX Group), Degmo Daar (NoorD Consulting), Jonathan Easton (Gevme), Barbara Jamison-Woods (London & Partners / City Destinations Alliance), Tony Jourdan (Inserm Research Center), Leena Lassila (Helsinki Partners), James Latham (The Iceberg), Giulia Sarri (IAPCO / AIM Group), Tadeja Pivc-Coudyser (Antwerp Convention Bureau) and additional industry experts.
What makes the faculty unique is not only their expertise, but their commitment. All contribute their time on a voluntary basis, sharing knowledge, mentoring participants and helping shape the next generation of business events professionals.
Some faculty members first experienced the CityDNA Summer School as participants before returning years later as mentors and industry leaders, reflecting the programme’s enduring impact across generations of professionals.
This spirit of mentorship was recently recognised at IMEX Frankfurt 2026, where the CityDNA Summer School Award was jointly presented to current Course Director Dennis Speet and former Course Director Pier Paolo Mariotti in recognition of their outstanding contribution to the programme.
For many years, Pier Paolo Mariotti helped shape the CityDNA Summer School into the industry-leading learning experience it is today, laying the foundations for generations of business events professionals. Under Dennis Speet‘s leadership, the programme has continued to evolve, adapting to new industry challenges while remaining true to its core values of collaboration, curiosity and knowledge-sharing. Together, their commitment reflects another defining characteristic of the Summer School: a culture of giving back, where experienced professionals invest their time and expertise to support those entering the industry.
“Receiving this award is both a great honour and a very emotional moment,” says Speet. “Having first experienced the Summer School as a faculty member for many years before becoming Course Director, I have seen firsthand the impact this programme can have on new professionals entering the industry. Being part of that journey, and helping shape future talent together with such a dedicated community, has been incredibly rewarding.”
Dijon: A Fitting Home for a Landmark Edition
The choice of Dijon carries particular significance. As the home of the CityDNA Head Office, the city provides a symbolic setting for this anniversary edition.
Known for its rich heritage, gastronomy and convivial atmosphere, Dijon offers an ideal environment for reflection, learning and connection. The host destination, Dijon Bourgogne Tourisme & Congrès, recently completed its first carbon footprint assessment as part of its ongoing commitment to sustainable destination development, while the programme itself will take place at the Green Key-certified Mercure Dijon Centre Clémenceau.
More than simply a venue, Dijon provides the backdrop for an edition that celebrates the programme’s legacy while preparing participants for the challenges and opportunities ahead.
More Than a Programme
The CityDNA Summer School has always been about more than education. It is where careers begin, confidence grows and connections last.
The Summer School remains one of CityDNA’s proudest achievements: a programme that has helped shape careers, strengthen destinations and build a community that spans generations of business events professionals.
As it welcomes its 40th cohort to Dijon, the focus remains unchanged: investing in the people who will lead the industry forward. Places are limited to ensure a high-quality learning environment.
For more information and registration, visit: https://citydestinationsalliance.eu/event/40th-citydna-summer-school-2026-dijon/
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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
Want to learn more about the CityDNA Summer School? Please contact:
Julie Clerc, julie@citydna.eu
For membership enquiries, please contact:
Inge Bauwens, inge@citydna.eu