City Destinations Alliance (CityDNA), the leading European network for Destination Marketing Organisations (DMOs) and Convention & Visitor Bureaux (CVBs), announces the 39th edition of its Summer School, to be held in Luxembourg from 25–29 August 2025. This flagship training programme is tailored for newcomers to the business events sector, including professionals working with CVBs, DMOs, convention centres, airlines, hotels, Destination Management Companies (DMCs), Professional Congress Organisers (PCOs), and meeting planners.
Since its inception in 1987, the CityDNA Summer School has equipped over 2,100 alumni with essential industry insights, cementing its reputation as one of the most respected educational initiatives in the field. The upcoming Luxembourg edition continues this legacy, offering participants a comprehensive understanding of the structure and operations of the business events industry.
“The CityDNA Summer School presents a remarkable opportunity for professionals to advance their careers within the business events sector,” said Flavie de Bueil, COO of City Destinations Alliance. “Our programme blends strategic insight with hands-on experience, ensuring attendees gain both theoretical knowledge and practical skills ready for immediate application.”
Curriculum Tackling the Industry’s Key Challenges
Across five days, participants will engage with a wide-ranging curriculum addressing the most pressing industry topics:
Sustainability in Meetings – Examining how eco-friendly initiatives can deliver financial returns while benefiting events and the environment
Equity, Diversity & Inclusion (EDI) – Actionable strategies for hosting inclusive events that welcome all participants
Event Legacy – Creating meaningful, enduring impacts beyond the lifespan of the event
Technology & AI – Harnessing emerging tools to boost efficiency and enhance the attendee experience
Bidding Strategies – Developing persuasive bids to succeed in competitive environments
Client Relations – Gaining insight into the needs and decision-making processes of both association and corporate clients
Expert Faculty from Leading Industry Organisations
Delegates will be guided by a distinguished panel of industry professionals, including:
Dennis Speet, director, convention bureau, amsterdam&partners
Barbara Jamison-Woods, head of business development Europe, London & Partners
Tadeja Pivc-Coudyser, CEO, Antwerp Convention Bureau
Richard Allchild, head of sales North America, IMEX
Jonathan Easton, VP design, Gevme
James Latham, editor-in-chief, The Iceberg
Leena Lassila, director visitor attraction, Helsinki Partners
Degmo Daar, DEI specialist & process designer, NoorD Consulting
Attendees will benefit from practical workshops, real-life case studies, and collaborative presentations – all set against the backdrop of Luxembourg’s unique scenery. The programme also offers technical site visits, networking sessions, and cultural experiences, illustrating how destinations leverage their strengths to win international event bids.
“The synergy between professionals from diverse settings and backgrounds, united by a shared enthusiasm for their work, creates an exceptional learning atmosphere,” remarked Samir El Majid Janin-Manificat, CVB development manager at Dijon Bourgogne Tourisme & Congrès and former Summer School participant.
