City Destinations Alliance International Conference to drive tourism’s business transformation in Budapest

From April 9-11, 2025, the City Destinations Alliance International Conference & General Assembly will bring together over 200 leisure and business tourism professionals in Budapest, a city known for its rich cultural heritage and urban innovation. Under the theme “Beyond Boundaries: Driving Tourism’s Business Transformation”, this event will push the industry to rethink traditional models, challenge outdated perspectives, and explore how destinations can embrace change to stay ahead in an era of rapid transformation.

As destinations navigate shifting visitor expectations, sustainability imperatives, and the disruptive force of AI and digitalisation, the conference will provide a blueprint for future success—one that balances competitiveness, resilience, and social responsibility.

Beyond Boundaries: From Policy to Practice

Reflecting on enhancing Europe’s global competitiveness, Barbara Jamison-Woods, President of City Destinations Alliance, and Dr. Eduardo Santander, CEO of the European Travel Commission, will explore how European destinations can secure their place on the global stage – attracting visitors, talent, and investment while remaining authentic and sustainable.

Building on this perspective, Transformative Strategies for Tourism will highlight how cities can move beyond traditional tourism management models. Norbert Kettner, CEO of the Vienna Tourist Board, will present Vienna’s pioneering Visitor Economy approach, which sees tourism as a driver of economic diversification, social cohesion, and sustainability-driven urban growth. This transformation isn’t just theoretical – Vienna is actively redefining success beyond visitor numbers in collaboration with UN Tourism, setting an example for destinations worldwide.

Reimagining the Visitor Experience: A Data-Driven, People-Centric Future

 As cities strive to create better visitor experiences while maintaining liveability for residents, the conference will explore new ways to measure success beyond economic impact. In Destination Success: Creating Wealth & Well-being for Our Communities, Gracen Chungath, Senior Vice‑President, Destination Development of Destination Canada and Dr. Rachel Dodds, Professor at Toronto Metropolitan University will introduce alternative metrics, such as resident sentiment, overtourism management, and environmental impact, to ensure tourism benefits both visitors and locals.

Engaging local communities is a key ingredient in creating authentic, memorable experiences, as explored in Hospitality Starts at Home: How Locals Can Enhance the Tourist Experience. In this thought-provoking session, Doug Lansky, renowned travel writer and destination development advisor, will challenge outdated approaches to visitor engagement and propose fresh strategies to position locals at the heart of tourism.

Meanwhile, technology is revolutionising how destinations interact with visitors, offering new ways to enhance experiences and improve city operations. In Smarter Cities, Smarter Tourism, Sam Beni, Founder & CEO of Platin Ventures, will demonstrate how AI, predictive analytics, and hyper-personalisation are reshaping tourism marketing, visitor engagement, and city planning.

Sustainability & Climate Action: Rethinking Growth

While technological innovation and competitiveness are crucial, the climate crisis remains one of the greatest challenges for tourism. Industry leaders and climate strategists Paloma Zapata, CEO of Sustainable Travel International, Susanne Andersson, CEO of Visit Sweden, Gwen Raez, Strategy Lead of VisitScotland and Dr. Nina Nesterova, Professor at the Centre for Sustainability, Tourism and Transport (CSTT) will offer concrete, scalable solutions for decarbonisation, circular economy initiatives, and regenerative tourism. The goal? To transform sustainability ambitions into actionable strategies that drive positive impact without compromising economic viability.

However, managing visitor impact isn’t just about emissions – it’s also about smarter visitor dispersion. The session by Hannah Babineau from The Data Appeal Company & Carlos Cendra Cruz from Mabrian Technologies will showcase how DMOs are using AI and data intelligence to prevent overcrowding, enhance visitor experiences, and ensure a more balanced approach to destination management.

Think Big: Tourism as a Force for Social Impact Social Impact

Tourism’s future isn’t just about attracting visitors – it’s about building stronger, more equitable communities. In a closing session, city tourism CEOs will explore how DMOs can drive social change by bridging social gaps, fostering workforce inclusion, and reinvesting in culture. Through case studies, they will highlight how tourism can uplift communities, fuel sustainable urban development, and align with local well-being – ensuring that destinations thrive not just for visitors, but for those who call them home.

A Call to Action for Destination Leaders

“The CityDNA International Conference in Budapest is an unmissable opportunity to challenge conventional thinking and embrace new models for tourism management,” said Barbara Jamison-Woods, President of City Destinations Alliance. “By pushing beyond boundaries, we can collectively drive innovation, sustainability, and resilience in city tourism.”

Participants will also get the chance to hear from other members and destinations (VisitAarhus, Stad Antwerpen, Budapest Brand, Visit Gdansk, Göteborg & Co, Visit Hungary, City of Helsinki, Lausanne City, Lausanne Tourism, Paris Region Council, One Provence, Turismo Torino e Provincia…) as well as CityDNA partners and collaborators (Miles Partnership, Modul University, Place Generation, The Data Appeal Company…) and other companies and universities (InHolland University, IPSOS, McKinsey & Company, Resonance, SoolNua, Spotted by Locals, STR, Tourism Economics, VOK DAMS Strategic Solutions…).

With over 200 participants expected, the event offers an unparalleled platform to exchange insights, forge collaborations, and co-create the future of urban tourism.

The article City Destinations Alliance International Conference to drive tourism’s business transformation in Budapest first appeared in TravelDailyNews International.