CityDNA
Advocating hard for European DMOs in a transformative era
THE CITY DESTINATIONS ALLIANCE OF EUROPEAN CVBS AND DMOS ( CITYDNA ) EXPLAINS ITS ONGOING STRATEGY , ITS PART IN THE EU DIALOGUE 2024 AND BIG PLANS FOR THE FUTURE
W ith tourism now explicitly recognised in the EU Commissioner ’ s portfolio , Destination Management Organisations ( DMOs ) have an historic opportunity to influence EU tourism policy .
From high-level EU dialogues to strategic industry gatherings , CityDNA is mobilising DMOs to shape the future of tourism in Europe , strengthening their voice , expanding influence and driving meaningful change .
The EU Dialogue CityDNA was a key partner in the EU Dialogue 2024 , a landmark event organised in collaboration with visit . brussels , JMIC ( Joint Meetings Industry Council ) and EEIA ( European Exhibition Industry Alliance ) last April . Hosted as part of the Belgian Presidency of the Council of the European Union , over 180 industry professionals and EU policymakers from 15 member states were invited to drive positive change in the meetings industry . The outcome ? A stronger recognition of the meetings industry ’ s economic , social and sustainability contributions . The legacy of this event is The Meetings Industry Manifesto setting out key advocacy
priorities EU economic and policy framework .
One of the key takeaways from the EU Dialogue was the recognition that meetings and business events contribute far beyond tourism – they are powerful enablers of knowledge exchange , innovation , and sustainable development within destinations .
Policymakers stressed the need for harmonised data collection across European destinations to accurately measure the impact of the meetings industry as part of the visitor economy . Standardised KPIs are essential to illustrate how business events contribute to a city ’ s intellectual capital , infrastructure development , and social cohesion . Additionally , the dialogue addressed the challenges of sustainable travel , particularly how EU transport policies can better support the meetings and events industry ’ s transition to greener practices . Ensuring that business events align with the EU ’ s objectives for a sustainable , digital , and resilient Europe is a shared priority that requires close collaboration between industry stakeholders and policymakers .
CityDNA intends to build on this momentum at its International
Conference in Budapest in April , which will include sessions on the evolution of not only meetings and events but incentive travel , by industry leaders from VOK DAMS and Sool Nua agencies .
New era for European DMOs CityDNA has been increasingly advocating for the strategic role of DMOs in shaping the visitor economy . Now , with the appointment of Apostolos Tzitzikostas as the EU Commissioner for Sustainable Transport and Tourism , DMOs have an historic opportunity to shape future EU tourism policy .
For the first time tourism is explicitly mentioned in an EU Commissioner ’ s portfolio – a milestone achieved after years of lobbying from the sector . Commissioner Tzitzikostas has recognised DMOs as a key pillar of his strategy , alongside SMEs and local value chains . This effort is part of a broader strategy to ensure that tourism development benefits local communities and preserves cultural heritage .
CityDNA has also invited the Commissioner to speak at one of its upcoming events .
According to Barbara Jamison-Woods , president of CityDNA , it is a pivotal moment for DMOs in Europe . “ We must seize this opportunity to advocate for the vital role of city destinations in economic growth , sustainability and innovation .”
CEO Meeting in Monaco The 18th CityDNA CEO Meeting in Monaco ( January 2025 ) brought together a record-breaking 50 CEOs from European DMOs . The meeting focused on critical challenges and opportunities shaping the future of the visitor economy , including :
Funding and financial sustainability – Addressing widespread defunding by developing innovative revenue models , leveraging tourism taxes and accessing EU funding .
AI and digital transformation – Exploring how AI can drive organisational change , enhance visitor
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