CityDNA
Reignite, rebalance, reshape
DESTINATIONS ALLIANCE, CITYDNA EXPLAINS HOW IT INTENDS TO TURN STRATEGY INTO ACTION AT ITS FAROE ISLANDS CONFERENCE BEGINNING THE END OF SEPTEMBER
F rom 30 September to
2 October, 2025, City Destinations Alliance( CityDNA) will gather in Tórshavn, the capital of the Faroe Islands, for its Autumn Conference. It will be an opportunity to reflect, reconnect, and rethink the evolving role of the visitor economy in today’ s urban landscapes.
Set against the backdrop of a small, community-rooted city, the conference invites participants to explore how different scales and settings can offer fresh perspectives on destination management. The focus of debate will be on practical tools, candid dialogue, and long-term value creation,
The theme for 2025,‘ Refreshed city perspectives: reshaping, rebalancing, reigniting the visitor economy’ sets the tone for a programme built on realism, collaboration, and forward thinking. Rather than revisiting familiar frameworks, the event will examine how cities can adjust their tourism models to reflect new priorities: economic resilience, social equity, community wellbeing and environmental limits.
“ Tórshavn offers us the chance to step outside the usual structures and have the conversations we really need,” says CityDNA president Barbara Jamison-Woods.“ This conference is not about adding another layer of complexity, but about rediscovering clarity – what matters, what works, and how we can move forward together as destination leaders.”
Key themes will include:
• The power of the peripheral: How smaller destinations can model adaptable, people-centred approaches with relevance far beyond their borders
• The visitor economy re-imagined: Shifting the focus from transactional value to transformational impact
• From talk to tools: Exploring how AI, data and digital systems can support better local decision-making
• The citizen lens: Involving residents as co-designers of tourism policy and place-making
• From failure to fortune: Looking honestly at missteps and lessons learned to build more durable strategies.
The location and format are both intentionally different. Tórshavn’ s remote geography fosters reflection and connection, an ideal setting for thinking more clearly about the direction of the sector. Formats will include immersive‘ Walkshops’, informal‘ Campfire’ discussions, and peer-to-peer workshops, moving beyond conventional conference delivery to encourage active participation and shared learning.
Contributors will include city leaders, tourism professionals, community organisers, researchers, and creatives, bringing a diversity of voices and experiences into the room.
The conference will culminate in a collaborative outcome: the Tórshavn Declaration: a collective reflection and shared statement of intent for the future of the visitor economy, shaped by the participants themselves.
“ We want the Tórshavn Declaration to capture more than principles. It should reflect shared commitments and practical next steps that cities can adapt and act on,” adds Jamison-Woods.“ It’ s not about reaching consensus, but about articulating direction together.”
More details about the conference are available on the City Destinations Alliance website. n
CityDNA Summer School in Luxembourg CityDNA continues to invest in the next generation of professionals through its 39th Summer School, taking place in Luxembourg from 25-29 August, 2025. Designed for newcomers to the business events industry – including those in CVBs, DMOs, hotels, congress centres, and agencies – the programme offers expert-led sessions, handson learning, and real-life case studies. Participants gain strategic insights into destination marketing, sustainability, tech innovation, and inclusive event design, while expanding their European network. With over 2,100 alumni since 1987, the CityDNA Summer School is a proven catalyst for industry talent.
n Learn more at: https:// citydestinationsalliance. eu / event / 39th-citydna-
ISSUE 137 / CONFERENCE & MEETINGS WORLD / 23