CityDNA puts sustainability and regeneration at the heart of destination strategy

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CityDNA puts sustainability and regeneration at the heart of destination strategy

Forty-three students graduated from the 36th edition of the CityDNA Summer School, hosted in Turin on 27-31 August, 2022. It was the first in-person edition since the pandemic. The graduate students came from Europe and South Africa.

Since 1987, the aim of the CityDNA Summer School (formerly known as EFCT Summer School and then ECM Summer School) is to provide insights into the structure and functioning of the meetings industry, bringing delegates face to face with top industry practitioners.

“The CityDNA Summer School is an invaluable network. I learnt so much best practice that I have already been able to implement in to my day-to-day role as tourism sales manager,” said Jackie Geddis, business tourism sales manager at Visit Belfast who graduated the Summer School in Turin.

After two years of holding this event online, CityDNA offered a refreshed programme containing hot topics and relevant tools that newcomers may need to thrive in their career.

Among the most important changes in the new programme was the addition of a session on sustainability and regenerative destinations led by Inge Krogh Larsen, chief changemaker of the GDS-Movemen. According to the 2022 Sustainable Travel Report by Booking.com, with 30,000 respondents from 30 countries, 71% of travellers said they want to make more effort in the next year to travel more sustainably (up 10% from 2021).

That session was followed by a more hands-on workshop where students discussed all the practical details and collaboratively looked for ideas and solutions.

A new session this year also focused on diversity, inclusion and equity strategies in destinations by Gabrielle Austen-Browne, founder of the Diversity Alliance.

Finally, the topic of legacy was added to the programme as impact of events for destinations and beyond doesn’t stop when the participants leave. This session was led by James Latham, long-term partner of City Destinations Alliance and editor-in-chief of The Iceberg.

“It was a good mix of content and it gave me some new insights in the industry. I feel that with this new acquired knowledge I can step up my game and be an even better professional in the meeting industry,” concluded Stefan Stuijvenberg, account executive ACB at amsterdam&partners and CityDNA Summer School course student in Turin.

The next CityDNA Summer School will be held in Gdansk 26-30 August, 2023.

Managing Editor, Conference News & Conference & Meetings World. Write Paul an E-mail

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