Forty-five city destination professionals from across Europe gathered in Hamburg for the 15th City Cards Expert Meeting, organised by City Destinations Alliance (CityDNA). Hosted by Hamburg Tourismus the meeting included two days of discussions, case studies and peer exchange, with participants exploring how city cards are evolving beyond visitor discount products into strategic tools that help destinations manage visitor flows, encourage sustainable mobility, support local businesses and enhance visitor experiences.
Throughout the programme, participants explored topics shaping the future of city card schemes, including digitalisation, pricing strategies, changing visitor behaviours, marketing, and product development. Case studies from Hamburg, Düsseldorf, Reykjavík and Kraków demonstrated how destinations are adapting their offers to changing market conditions while responding to wider destination management objectives.
A recurring theme throughout the meeting was the growing role of city cards as instruments of destination stewardship. Discussions highlighted how destinations are using city cards and related products to encourage sustainable mobility, support cultural institutions, distribute visitors more evenly and create greater value for local communities.
The programme was moderated by Gianluca Camaggio, sales manager at MOCO Museum Barcelona.
The event heard about plans for the future evolution of the CityDNA City Cards Knowledge Group. Under the leadership of chairperson Danijel Omerzel, the group will broaden its scope to become the CityDNA Products & Offers Knowledge Group, reflecting the expanding role of destination management organisations in shaping visitor experiences and addressing challenges such as seasonality, visitor dispersal and neighbourhood activation.
Reflecting on this evolution, Omerzel, who is also consultant at Ljubljana Tourism, said: “Over the years, city cards have evolved from standalone visitor products into strategic tools that support destination management objectives. The evolution of our City Cards Knowledge Group into the Products & Offers Knowledge Group reflects this broader reality. While city cards will remain at the heart of our work and the annual City Cards Expert Meeting will continue as our flagship event, we are creating more space to explore the wider range of products and offers that destinations use to shape visitor experiences and create value for their communities.”
Düsseldorf showcased its regional city card model, encouraging visitors to explore neighbouring destinations and extend their stay beyond the city centre. Reykjavík highlighted how its city card supports visitor dispersal across the wider metropolitan area while promoting public transport and authentic local experiences. Kraków presented its new Microtourist Card, designed to guide visitors towards lesser-known attractions and experiences. Meanwhile, Wonderful Copenhagen shared the internationally recognised CopenPay initiative, which rewards visitors for making more sustainable choices during their stay.
There were discussions on the growing adoption of digital city cards, mobile wallet integration, CRM systems, visitor data analysis and the future potential of artificial intelligence to better understand visitor behaviour and personalise experiences.
The 16th CityDNA City Cards Expert Meeting will take place in Salzburg, Austria, 3-4 June, 2027.
For more information about City Destinations Alliance and upcoming activities, visit: citydestinationsalliance.eu
