The GDS Forum and CityDNA Autumn Conference 2024 in Bruges focused on innovative solutions to urban tourism challenges, promoting sustainability and collaboration among 270 experts.
GDS-Forum & CityDNA Autumn Conference 2024, held in the historic city of Bruges from October 15th to 18th, brought together over 270 industry experts, decision makers and innovators from 125 destinations and companies. . Of these, 220 people from 110 organizations participated in the CityDNA event. Under the inspiring theme of ‘Let the Pigs Fly: Defying the Gravity of Impossibility in Urban Tourism’, the conference focused on tackling the tourism sector’s toughest challenges through creativity, bold thinking and collaboration .
The City Destinations Alliance (CityDNA) is an alliance of European tourism boards, convention bureaus and destination management organizations. This year’s CityDNA Fall Conference embodied the spirit of innovation needed to create sustainable and resilient destinations.
Key perspectives on the future of the tourist economy
The conference featured impactful keynote sessions that set an exciting tone for discussions. Julia van Boven, co-founder and community director of The School of Moral Ambition, begins with a powerful call to action, encouraging participants to redefine success by focusing on the positive social impact of their work. We explained how a mission-driven approach works. It could lead to sustainable practices across the tourism industry.
Sustainability futurist Ed Gillespie captivated the audience with his insights into the need for a regenerative approach in tourism. He stressed that “the time has come to move beyond traditional efficiency metrics and embrace innovative solutions that address the most pressing environmental challenges.” Mr Gillespie urged destination management organizations (DMOs) to prioritize sustainability as a core part of their operations and take bold action for the future.
On Friday, the keynote session “Mission: Impossible: Balancing Tourism Imbalances” addressed the urgent issue of tourism imbalances. Industry leaders Maya Jansen of Amsterdam & Partners, Ralf Pastreitner of TUI, travel journalist Paige McClanahan and Bernadette Papp of the European Tourism Future Institute (ETFI) believe that cities are becoming tourism societies. examined the need to evolve governance structures to effectively manage economic costs. Experts emphasized the importance of community engagement and strategic policy making, and called for rethinking the role of DMOs in building a more sustainable tourism model.
Participants will have sessions with members and destinations (Aarhus, Antwerp, Banff, Lake Louise, Bruges, Catalonia, Copenhagen, Flanders, Gdansk, Ghent, Gothenburg, Helsinki, Leuven, London, Madrid, Mechelen, Normandy Oslo, Paris) , benefited from collaboration and exchange. , Vancouver Island, and Vienna), as well as CityDNA partners and collaborators (Destinations International, GDS-Movement, Group NAO, Mabrian, Miles Partnership, MMGY TCI Research, Modul University, Simpleview, The Data Appeal Company, TOPOSOPHY) and other organizations. , companies and universities (BehaviorSMART, Cuidadores de Destinos, Eurostar, Evolve Events, Frame & Work, Gevme, HOWEST, Impro Brussels, and Place Generation).
Innovative trends changing tourism
The event was packed with dynamic sessions, workshops, and labs aimed at stimulating radical thinking and driving concrete outcomes. Here are some of the key trends shaping the future of urban tourism and the visitor economy that were highlighted during the conference.
Moral ambition in tourism: A central theme that urges professionals to align their careers with values that contribute to a sustainable future and have a meaningful impact. Radical collaboration: To address the complexities of tourism, we value collaboration between stakeholders, from local businesses to residents, encouraging innovative solutions and strengthening community engagement. Sustainable Practices: A session on low-carbon transport solutions and green initiatives will explore strategies to promote responsible travel, including systems that reward environmentally responsible behavior, and help the industry move toward a low-carbon future. We emphasized our efforts. The #BrugesTrainChallenge, organized by CityDNA and GDS-Movement, promoted green travel by encouraging participants to choose trains over planes and cars. Many people shared their journeys online and the winners were recognized for their efforts. Inclusion and accessibility: The importance of making tourism accessible to all. We highlight successful initiatives that meet diverse needs and improve the visitor experience. The Global Accessibility Report is now available on CityDNA’s website. The role of AI in tourism: The integration of AI technology in this sector has emerged as an important trend. The presentation explored how AI can optimize operations, improve the visitor experience, and support strategic decision-making to help DMOs more effectively meet challenges. Visitor behavior: Innovative strategies for sustainable tourism: Discussions on impacts on visitor behavior highlighted innovative approaches to promoting sustainable practices. Participants reviewed successful models for encouraging green behavior among tourists and demonstrated that behavioral change can have a significant impact on sustainability efforts.
The meeting was expertly moderated by Signe Jungersted from Group NAO, ensuring an engaging and productive discussion among the participants.
Looking to 2025
As the CityDNA Fall Conference concluded, there was a palpable sense of optimism and determination to continue the momentum built over the past few days. Barbara Jamison-Woods, Chair of the City Destination Alliance, expressed her gratitude and said: “The ideas, collaborations and actions that begin here in Bruges will inspire and shape the future of urban tourism and visitor economies across Europe. It will be,” he said.
The next CityDNA International Conference will be held in Budapest from April 9-11, 2025, where we will focus on additional solutions to the trends identified in Bruges to create a better future. foster collaboration and knowledge sharing.
Theodore is the co-founder and editor-in-chief of the TravelDailyNews media network. His responsibilities include business development and long-term opportunity planning for TravelDailyNews.
