CityDNA Conference in Helsinki

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City Destinations Alliance (CityDNA) has concluded its International Conference & General Assembly 2026 in Helsinki, bringing together more than 230 delegates from 30 countries to address the future of Europe’s visitor economy.

Held under the theme “The Human Pulse of Place and Purpose”, the event signalled a clear shift: putting people - residents, communities and local stakeholders - at the centre of tourism development.

“What makes CityDNA unique is not only the knowledge we share, but the way we share it: with openness and a genuine willingness to learn from one another,” said Barbara Jamison-Woods, President of CityDNA. “In Helsinki, we saw a community ready to tackle complex challenges together and shape a visitor economy that delivers real value for people and places.”

From growth to balance

Across three days, discussions focused on the growing pressure points facing European cities, including housing, short-term rental regulation and the need for more responsible growth models.

A key concept emerging from the conference was “optimum tourism”, introduced by Greg Clark, calling for development aligned with a city’s identity, capacity and community expectations.

Speakers also highlighted the increasing role of tourist taxes as governance tools, stressing the need for transparency, stakeholder alignment and data-driven decision-making, supported by CityDNA’s ongoing research with Modul University Vienna.

Destinations already adapting

Cities showcased how these shifts are being put into practice. Helsinki presented its systemic approach to sustainability and regeneration, while Torino demonstrated how identity-led strategies and niche experiences can drive more meaningful, differentiated growth.

Sessions also explored tourism’s contribution to well-being, community resilience and long-term societal impact.

A new role for DMOs

The conference underscored the evolving role of destination management organisations (DMOs), which are moving beyond promotion to act as orchestrators of complex urban ecosystems.

With artificial intelligence rapidly reshaping how destinations are discovered and managed, DMOs are increasingly positioned as data stewards and trusted curators of destination narratives.

“It has been a privilege to welcome the CityDNA community to sustainable and Happy Helsinki,” said Nina Vesterinen, Tourism Director for the City of Helsinki. “This week demonstrated the power of collaboration in building a more sustainable, inclusive and human-centred visitor economy.”

Collaboration as the way forward

The central message from Helsinki was clear: no city can address these challenges alone. The future of the visitor economy will depend on stronger collaboration, shared knowledge and coordinated action across Europe.

CityDNA will continue this work through its Knowledge Groups, research initiatives and events programme.

The next CityDNA Conference will take place in Verona, Italy, from October 19-21, 2026.