39th CityDNA Summer School Aimed at the Next Gen of Professionals Concludes in Luxembourg

City Destinations Alliance (CityDNA) successfully concluded the 39th edition of its renowned CityDNA Summer School in Luxembourg, welcoming 48 students from 18 countries to an intensive programme of learning, exchange, and networking. Since 1987, the CityDNA Summer School has been a catalyst for over 2,200 professionals in the meetings industry, providing the skills, insights, and connections needed to thrive in a fast-evolving sector.

A Rich Learning Experience

Over four days, participants explored both the fundamentals of the business events industry — client engagement, bidding strategies, association and corporate focus, role of PCOs... — together with current hot topics such as sustainability, equity, diversity & inclusion (EDI), event legacy, and the growing role of AI.

Highlights included interactive workshops, outdoor breakout sessions, a collaborative Hackathon, and a technical visit to the European Convention Center Luxembourg (ECCL). Cultural and social activities reinforced the Summer School’s mix of education and networking.

Guided by a Community of Experts Who Give Back

The programme was curated under the leadership of Course Director Dennis Speet, Managing Director of the Amsterdam Convention Bureau, and delivered by an international faculty of senior industry leaders: Richard Allchild (IMEX Group), Corinne Both (Axium by Parker), Degmo Daar (NoorD Consulting), Flavie de Bueil (City Destinations Alliance), Jonathan Easton (Gevme), Barbara Jamison-Woods (London & Partners / City Destinations Alliance), Leena Lassila (Helsinki Partners), James Latham (The Iceberg), Tadeja Pivc-Coudyser (Antwerp Convention Bureau), Giulia Sarri (AIM Group International / IAPCO), Antje Voss (Luxembourg City Tourist Office), Daniel Waigl (CIRSE).

“It has been an honour to lead the 39th CityDNA Summer School in Luxembourg,” said Dennis Speet, Course Director. “This edition reaffirmed the importance of combining core industry knowledge with the big issues shaping our future — from sustainability to AI. The energy, curiosity, and commitment shown by our students make me confident that they will become the changemakers our industry needs.”

Faculty members contribute their expertise entirely on a voluntary basis, a testament to their commitment to nurturing new talent and giving back to the industry that shaped their own careers.

A Welcoming Host City and a Shared Vision

This was the third time Luxembourg City hosted the Summer School, after previous editions in 1988 and 1999 — reflecting a long-standing partnership with CityDNA.

The event also highlighted the close alignment between Luxembourg and CityDNA, with shared values of sustainability, inclusivity, and knowledge sharing. Participants had the unique opportunity to hear from Eric Thill, Luxembourg’s Minister for Culture and Delegate Minister for Tourism, who underlined the government’s commitment to talent development, international dialogue, and building resilient destinations.

CityDNA also partnered with Luxembourg City for the launch of its new promotional video “A Bubble Full of Life”, attended by students and faculty. This collaboration not only showcased the city’s welcoming spirit and sustainable character, but also gave international resonance to the city’s positioning and challenges.

“Welcoming the CityDNA Summer School for the third time to Luxembourg has been a privilege,” said Antje Voss, CEO of Luxembourg City Tourist Office. “As a city that combines international outlook with human scale, we were proud to showcase our approach to sustainability, inclusivity, and hospitality. This event was not only an investment in the next generation of professionals but also an opportunity to share our vision with the broader industry.”

Investing in the Future

For City Destinations Alliance, the Summer School remains a cornerstone of its mission to develop talent and strengthen the meetings industry. “The CityDNA Summer School is where careers begin and where the DNA of our industry takes shape,” said Barbara Jamison-Woods, President of City Destinations Alliance. “By investing in people, we not only equip individuals for success but also reinforce the collective strength and resilience of our community. And as they grow in their careers, CityDNA will be there to support the next steps — including the launch of our very first CVB Expert Meeting in Graz in January 2026, created specifically for CVB professionals to connect, reflect, and shape the future of our community together.”

Looking Ahead

The 40th edition of the CityDNA Summer School will take place in Dijon, France, on August 24-28, 2026. Before then, CityDNA will host the first CVB Expert Meeting in Graz, Austria, on January 20–21, 2026, created specifically for CVB professionals.

“It was truly a pleasure to be part of this year’s CityDNA Summer School. The experience was extremely valuable and provided me with insights and lessons that I will certainly carry into my daily work. I was particularly impressed by the quality of the faculty members, whose expertise and engaging teaching style made every session both informative and inspiring. Additionally, the organisation of the event was impeccable, creating a programme that was dense, interesting, and genuinely enjoyable. Thank you again for putting together such a high-quality and memorable learning experience. I look forward to applying what I’ve learned and to staying connected with the CityDNA community.” concluded Mariangela Pantaleoni, Tourism Specialist at Milano & Partners, and student during the 39th CityDNA Summer School in Luxembourg.

Published by Meeting Media Company, the publisher of Headquarters Magazine (HQ) – a leading international publication based in Brussels, serving the global MICE industry and association community.