CityDNA Marks 40 Years of Talent Development and Destination Leadership at IMEX Frankfurt 2026

City Destinations Alliance (CityDNA) used IMEX Frankfurt 2026 as a platform to reinforce its role as a catalyst for collaboration, knowledge-sharing and talent development across the European visitor economy and business events sector.

Throughout the week, the Alliance brought together destination leaders, convention bureau professionals, industry partners, alumni and emerging talent through a series of initiatives focused on destination leadership, peer learning and the future competitiveness of cities.

The programme began ahead of the official opening of IMEX Frankfurt with another edition of the CityDNA CVB Café. The gathering welcomed 45 convention bureau professionals from across Europe for an informal but highly focused exchange on some of the sector’s most pressing challenges, including artificial intelligence, sustainability, destination competitiveness, funding pressures and the evolving role of convention bureaux within increasingly complex destination ecosystems.

CityDNA also played an active role in the IMEX Place Leaders Forum, where Barbara Jamison-Woods, President of City Destinations Alliance, and Inge Bauwens, Head of Relationship Marketing & Commercial Development, joined international destination leaders and industry stakeholders to discuss how business events can contribute to long-term place development, governance, reputation building and economic competitiveness.

The Alliance further strengthened its voice within the global meetings industry through participation in the Board Meeting of the Joint Meetings Industry Council (JMIC), where Jamison-Woods and Bauwens contributed to strategic discussions on the future direction and priorities of the sector.

A defining moment of the week was the celebration of the 40th edition of the CityDNA Summer School, one of the longest-running professional development programmes in the meetings industry.

Since its launch in 1987, the Summer School has supported the development of more than 2,200 professionals through a unique blend of practical learning, international networking, peer exchange and mentorship from leading industry experts.

To mark the milestone, CityDNA hosted a dedicated Summer School presentation alongside a special anniversary apéritif, bringing together alumni, faculty members, partners and industry colleagues to celebrate four decades of education, leadership development and community building. The events also served to spotlight this year’s Summer School, which will take place in Dijon from 24–28 August 2026.
 

The celebrations culminated during the IMEX Gala Dinner with the presentation of the inaugural CityDNA Summer School Award, created to recognise individuals whose long-term commitment has had a lasting impact on the programme and the professionals it has helped shape.

The first recipients were Pier Paolo Mariotti, Head of Department, Meeting Management at EURAC Research and Summer School Course Director from 2011 to 2022, and Dennis Speet, Managing Director of Amsterdam Convention Bureau and Course Director since 2023.

Reflecting on the anniversary, Barbara Jamison-Woods said: “The CityDNA Summer School has always been about far more than professional training alone. It is about talent development, community, mentorship, and creating the next generation of leaders for our industry. Celebrating 40 editions during IMEX Frankfurt was a meaningful reminder of the long-term impact that education, peer learning, and international collaboration can have across destinations and the business events sector.”

Dennis Speet described the recognition as both an honour and an emotional moment.

“Having first experienced the Summer School as a faculty member for many years before becoming Course Director, I have seen firsthand the impact this programme can have on new professionals entering the industry. Being part of that journey, and helping shape future talent together with such a dedicated community, has been incredibly rewarding,” he said.

Pier Paolo Mariotti added: “I accept this award with humility, deep emotion, and gratitude. For twelve years, I had the privilege of serving as Director of the CityDNA Summer School, which has become one of the most relevant educational platforms within the European meetings, events and incentive industry. This recognition belongs to the many colleagues, faculty members, participants, and partners who contributed to this incredible journey and helped us progress together through knowledge-sharing and collaboration.”

Beyond the formal programme, the CityDNA stand remained a vibrant meeting point throughout IMEX Frankfurt, welcoming members, partners and industry professionals. A dedicated “Introduction to City Destinations Alliance” session also provided newcomers with an opportunity to learn more about the organisation’s work and explore membership opportunities.

The week’s activities reinforced CityDNA’s growing emphasis on leadership, knowledge exchange and professional development at a time when destinations are increasingly being called upon to demonstrate their wider economic, social and community value.
 

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.