CityDNA Summer School: A legacy of excellence in meeting industry education

As the City Destinations Alliance prepares to run its Summer School once again, we look at what is on the curriculum this year in Brno and why it is important for the industry: The meetings industry is experiencing a significant transformation driven by the accelerated pace of change and the lingering impacts of the Covid-19 pandemic. Essential to navigating these changes is a robust commitment to education, which not only equips professionals with essential skills but also fosters innovation and adaptability. Programmes like the CityDNA Summer School have become cornerstones for nurturing talent and ensuring the industry’s resilience and growth. Since its inception in 1987, the CityDNA Summer School has counted over 2,100 alumni and the curriculum today is designed to offer both theoretical knowledge and practical skills, ensuring participants are well-prepared to navigate the dynamic landscape of the meetings industry. Recent editions have expanded to include critical topics such as sustainability, equity, diversity, and inclusion (EDI), and legacy planning. These additions reflect the industry’s evolving priorities and the need for meetings and events to leave positive, lasting impacts on their host destinations and communities. The upcoming CityDNA Summer School, scheduled to be held in Brno, Czech Republic, 27-31 August, 2024, promises to be an enriching experience for both newcomers and established professionals and will be guided by course director, Dennis Speet, managing director of the Amsterdam Convention Bureau. Participants will be encouraged to delve into various critical areas, including client engagement strategies, bidding processes, sustainability, legacy planning, EDI, and the impact of artificial intelligence on the industry. The Brno edition will feature panel discussions, interactive workshops, and practical sessions designed to provide a holistic understanding of the meetings industry. Participants will also have the opportunity to explore Brno’s rich cultural heritage. This year’s faculty includes: Gabrielle Austen-Browne, founder and director of Diversity Alliance and inclusion expert delivering consultancy, education, training, and impactful initiatives for the events and hospitality sectors. Flavie de Bueil, COO of City Destinations Alliance, who brings over two decades of expertise in tourism and meetings industry, and plays a pivotal role in aligning the efforts of Tourist Boards, CVBs, and DMOs across Europe. Jakub Geisler, head of marketing & tourism department at Magistrát města Brna. Barbara Jamison-Woods, head of business development Europe at London & Partners, and president of City Destinations Alliance. Leena Lassila, director of visitor attraction at Helsinki Partners, leading the creation of innovative tools like the 2019 Think Sustainably Digital Service and the 2023 Helsinki Legacy Programme to promote sustainable growth in Helsinki. James Latham, editor-in-chief of The Iceberg, founder of an industry resource illustrating the impacts and legacies of business and professional events, advocating for the ‘beyond tourism’ narrative. Stéphane Talboom, VP sales and marketing at K.I.T. Group and IAPCO Ambassador, an expert in conferences, with extensive experience in international business development. Marco van Itterzon, senior manager research and market analytics at ICCA, head of a team of researchers facilitating business leads and development, managing a vast database and developing Big Data/AI tools. Daniel Waigl, executive director at CIRSE, involved in association and congress management since 1997, focusing on improving patient care through support of teaching, science, and clinical practice. Junanto Xu, research & project manager at Group NAO, specialising in the intersection of technology, creativity, and sustainability, and leading the AI Opener for Destinations programme. This faculty will not only deliver lectures but also engages in informal one-to-one sessions and small group discussions, providing personalised guidance and deep dives into specific topics. Mentor Programme The CityDNA Mentor Programme, launched during the pandemic in 2020  provided a platform for networking, knowledge exchange, and mentorship between 250 newly-appointed and seasoned professionals. Although the programme was terminated in 2022 as in-person events resumed, its impact continues to resonate. It successfully bridged gaps during a challenging time, helping professionals build connections and share expertise. CityDNA Advisory Council: Guiding the future In 2022, the CityDNA Advisory Council was established to ensure that CityDNA remains relevant and forward-thinking. This council actively seeks the opinions of the new generation of industry professionals to guide the organisation’s strategy and operations. The Advisory Council aims to form a group of new DMO professionals who bring energy and innovative ideas on current trends to CityDNA. Among other topics, the Advisory Council provides advice and insights to the Board and CityDNA Head Office on CityDNA as an organisation – structure, marketing, communications, etc, as well as on activities including conferences, events, Summer School, Membership recruitment and Advocacy Education remains a pillar of the meetings industry’s mission, especially in times of unprecedented change. Programmes like the CityDNA Summer School exemplify how the industry can adapt to new realities while continuing to provide valuable opportunities for professional growth and development. For more information on the CityDNA Summer School and to register for the event in Brno, please visit City Destinations Alliance’s website.