CityDNA |
||||||
JMIC and IMEX Policy Forum CityDNA ’ s advocacy reach has extended further with the appointment of Flavie de Bueil ( COO of CityDNA ) to the Board of JMIC , ensuring the voice of European city destinations is heard at the highest levels . Additionally , CityDNA will continue to support the IMEX Policy Forum ( 20 May , Frankfurt ). Barbara Jamison-Woods stated : “ Engaging policymakers at events like the IMEX Policy Forum is crucial . These discussions help shape policies that will define the future of business events and the visitor economy across Europe and beyond .” |
||||||
|
experiences and improve content strategies .
Reputation and citizen engagement – Demonstrating the strategic value of DMOs in urban development and transforming residents into tourism ambassadors .
Integration with city planning – Aligning tourism goals with broader urban development priorities to create sustainable , liveable cities .
CEOs shared insights on how their destinations are navigating these challenges . One example is a DMO that leveraged AI to personalise visitor experiences while simultaneously engaging local businesses . Another CEO highlighted the struggle to justify funding requests to city authorities , emphasising the need for data-driven impact measurement to demonstrate tourism ’ s contribution to the local economy .
These discussions will continue at the CityDNA International Conference in Budapest . Under the theme ‘ Beyond Boundaries : Driving Tourism ’ s Business Transformation ’, industry leaders and destination managers will explore key areas such as rethinking success metrics , leveraging AI , aligning marketing with economic development and addressing sustainability challenges .
|
AI as an advocacy tool A major takeaway from the CEO Meeting was the transformational power of AI in strengthening DMOs ’ influence on policy and urban planning . CityDNA is encouraging members to explore AI-powered solutions that can :
• Enhance visitor engagement with real-time personalised recommendations , showcasing tourism ’ s contribution to quality of life .
• Automate content creation to improve efficiency and amplify the visibility of city destinations .
• Optimise operations by predicting visitor flows , helping cities manage tourism sustainably and improve urban planning .
By leveraging data-driven advocacy , DMOs can make a stronger case for funding , policy support , and integration into smart city strategies .
As one CEO pointed out : “ AI is not just a tool for efficiency – it is a strategic enabler that can redefine how we engage with visitors and stakeholders .” To further explore AI ’ s role in policy advocacy and destination management , the Budapest Conference in April will hear from Sam Beni from Platin Ventures .
|
Above : 18th CityDNA CEO Meeting , Monaco January 2025 |
Call to action CityDNA ’ s advocacy efforts are entering a pivotal phase , and now is the time for DMOs to engage . The organisation is working on data-driven advocacy initiatives , supporting research on the economic impact of DMOs and expanding partnerships with EU institutions . Part of this effort is DEPLOYTOUR , an EU project where CityDNA and 43 partners are shaping a common European tourism dataspace . It will ensure DMOs have a voice in data-sharing frameworks , enabling them to contribute and access insights on visitor behaviour , sustainability , and economic impact . By actively engaging in this process , DMOs can influence tourism data governance and urban planning .
As DMOs face mounting pressures – ranging from climate change policies to evolving urban strategies – CityDNA is committed to ensuring its members are at the forefront of decision-making .
“ Advocacy is no longer optional ,” said Jamison-Woods . “ It ’ s a necessity if we want our cities to thrive , attract investment and remain competitive in the global market .” n
|