CityDNA
Urban transformation and radical collaboration
THE CITYDNA AUTUMN CONFERENCE 2024 BROUGHT DESTINATION PROFESSIONALS FROM ACROSS . EUROPE TO SHARE INSIGHTS IN BRUGES RECENTLY
T he CityDNA ‘ Let Pigs Fly ’ Autumn Conference , held in Bruges 16-18 October , 2024 , brought together destination professionals from across Europe to share insights , network , and explore the pressing challenges and opportunities facing the meetings and urban tourism sectors today .
With a programme centred on sustainability , innovation , and inclusivity , the conference pushed attendees to think beyond traditional solutions , offering new perspectives on how CVBs and destination professionals can lead in times of transformation .
CVBs as catalysts for urban transformation A key theme running throughout the event was the evolving role of CVBs as drivers of urban transformation . No longer limited to organising events , CVBs are recognised as key players in shaping the future of cities by addressing social , environmental , and economic issues . In sessions like Radical Collaboration , industry experts explored how cross-sector partnerships could foster innovation in cities , positioning CVBs as critical actors in long-term urban strategies .
Speakers highlighted the importance of CVBs forging alliances beyond their traditional partners , venturing into sectors like life sciences , creative industries , and local community investment . The event showcased case studies where CVBs have successfully partnered across sectors to drive urban regeneration and wellbeing , setting an exciting precedent for the future .
Sustainability : moving beyond buzzwords Sustainability remained a crucial focus at the conference , but the discussions went far deeper than just pledges . The VivaCITY session examined how destinations are moving beyond sustainability rankings to prioritise long-term , meaningful impacts . CVBs and meeting planners were urged to rethink their approach to event logistics , ensuring sustainability was incorporated at every stage of planning .
The CityDNA Train Challenge was a notable success , encouraging delegates to travel to Bruges by train .
Innovation and AI Innovation , particularly around artificial intelligence ( AI ), was another key area of focus . The AI Opener for Destinations session provided valuable insights into how leading cities like Madrid and Aarhus are leveraging AI to enhance visitor engagement and streamline operations . Attendees learned how AI tools can personalise experiences and provide data-driven insights for future strategies .
AI was positioned as a game-changer for the meetings industry , offering new ways to improve efficiencies while enhancing the overall attendee experience .
A shift in perception One of the most profound takeaways from this year ’ s conference was the recognition of CVBs ’ growing influence in shaping cities ’ futures . The discussions reinforced the idea that meetings professionals are now essential contributors to urban regeneration and not merely event facilitators . Through sessions focused on the WeGeneration Strategy 2023-2026 , delegates learned how to adopt a model that prioritises urban wellbeing over visitor numbers , ensuring that meetings and events contribute to long-term city development and legacy .
The ‘ Let Pigs Fly ’ theme of the conference drove home the message that the time for radical collaboration and innovation is now . The discussions were not just about adapting to industry trends but about leading through creative thinking and bold decisionmaking .
Following the success of the Bruge conference , Barbara Jamison-Woods , City Destinations Alliance ’ s president , said the organisation would now build on the insights and energy as it heads to its International Conference in Budapest , 9-11April , 2025 . “ I am confident that Budapest will provide the perfect backdrop for us to strengthen our commitment to collaboration and set new standards for the future of the tourism and meetings industry ,” she said . n
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