2025, the City Destinations Alliance( CityDNA) International Conference & General Assembly convened over 250 destination professionals, experts, and industry leaders under the theme:‘ Beyond boundaries: driving tourism’ s business transformation’. Set against the vibrant backdrop of one of Europe’ s most dynamic capitals, the event delivered a forward-thinking programme that challenged conventional paradigms and reimagined tourism’ s role in shaping liveable, inclusive, and resilient cities.

From redefining competitiveness and managing hyper-tourism, to leveraging AI and aligning city branding, the conference reflected the sector’ s pressing need for transformation amid geopolitical volatility, climate urgency, and shifting visitor expectations.

Kicking off the programme, CityDNA president, Barbara Jamison-Woods, and European Travel Commission CEO, Dr Eduardo Santander, offered a strategic vision for Europe’ s tourism landscape – underscoring the importance of longhaul markets, sustainability governance, and technology as critical enablers of growth. Their call for cross-border

collaboration resonated throughout the three-day agenda.

Data as transformative tool Sessions spotlighted data as a transformative tool. Dr Bozana Zekan presented insights from the upcoming City Travel Report, showing international tourism to European cities up 7 % year-on-year. Meanwhile, STR and Tourism Economics illustrated how market intensity, geopolitical shocks, and investment flows are reshaping hotel development, with luxury and value-driven travel emerging as dominant themes.

Innovative financing mechanisms were explored by Dariha Choudhry of McKinsey & Company, highlighting the importance of long-term investment strategies to close the infrastructure and sustainability gap many destinations face today.

The future of meetings and events was vividly illustrated by trend expert Hannes Schwarm, who showcased experiential formats – from Augmented Reality press conferences to AI-curated festivals – designed to counter the“ sea of sameness.” A companion session led by incentive travel strategist

Above: Delegates

were told success

is no longer

defined by arrivals

alone but by

‘ optimum tourism’

aligned with

citizen values

“ DMOs are increasingly positioning tourism as a lever for broader policy goals, from talent attraction to community wellbeing.”

Left: Panel session

in Budapest

Pádraic Gilligan highlighted how bespoke, transformative experiences are delivering premium value and seasonality solutions for destinations.

Integrated destination branding The importance of integrated destination branding took centre stage in sessions featuring Lausanne, Vienna, and Destination Canada. DMOs are increasingly positioning tourism as a lever for broader policy goals, from talent attraction to community wellbeing. As Norbert Kettner of the Vienna Tourist Board reminded delegates, success is no longer defined by arrivals alone but by“ optimum tourism” aligned with citizen values.

Sustainability remained a focal point. The 2025 CityDNA Sustainability Survey revealed a decline in urgency perception but growth in KPIs and certification efforts. Parallel panels tackled climate action, funding gaps, and urban innovation, calling for public-private investment models and regenerative frameworks.

The conference closed with a compelling panel urging DMOs to be architects of social impact, ensuring tourism supports inclusion, education, and pride of place.

“ By moving beyond boundaries, the CityDNA International Conference in Budapest offered a bold and necessary recalibration – placing cities, citizens, and climate at the heart of a transformed visitor economy,” Jamison-Woods concluded. n