Helsinki to Host Global City Leaders to Rethink the Future of Urban Tourism with CityDNA

More than 200 destination leaders will convene in Helsinki from 22–24 April 2026 for the City Destinations Alliance International Conference & General Assembly, at a time of significant transformation for urban tourism.

Under the theme “The Human Pulse of Place and Purpose”, the event will examine how cities can evolve beyond traditional tourism models to deliver broader societal value, focusing on quality of life, community well-being and long-term sustainability.

Bringing together a high-level line-up of international speakers and moderators, the conference is expected to be one of the most knowledge-driven editions to date. Developed collaboratively by City Destinations Alliance members and knowledge groups, the programme reflects a “by members, for members” approach aimed at practical exchange and real-world application.

As cities respond to rapid shifts in travel behaviour, technology and societal expectations, Destination Management Organisations (DMOs) and Convention Bureaux (CVBs) are increasingly repositioning themselves—from promotional bodies to strategic actors focused on trust-building, value creation and community engagement.

Finland, ranked the happiest country in the world for the ninth consecutive year (check out our report on the upcoming HQ #124), provides a fitting backdrop for the discussions, with its capital offering a model for balancing liveability and visitor experience. 

“We are delighted to host the conference and to welcome delegates to experience Helsinki’s happiness and sustainability, which are reflected in international rankings but also in everyday life – finding contentment in small moments and in a life that feels balanced,” said Nina Vesterinen, Tourism Director of City of Helsinki.

Keynote speakers, including David Meade and Greg Clark, will explore global perspectives on how travel influences identity and belonging, as well as how cities can balance growth with trust and long-term legitimacy.

The programme will focus on translating insight into action, addressing topics such as changing traveller expectations, digital transformation, seasonality and new frameworks for measuring success beyond traditional tourism indicators. Case studies, including the VivaCITY initiative powered by Simpleview in collaboration with Helsinki and Torino, will demonstrate how destinations can align stakeholders and deliver tangible outcomes.

The event will also highlight cross-sector collaboration, with partners including Airbnb, Rome2Rio, GetYourGuide, MMGY and Miles Partnership.

“City destinations are navigating profound transitions across society, technology, and governance,” said Barbara Jamison-Woods, President of City Destinations Alliance. “This is a moment to rethink how cities deliver not only economic growth, but also social and cultural value. From AI to inclusion, from destination marketing to the social contract of cities, the key questions shaping our sector are clear, and in Helsinki, we’ve got them covered. It is about reconnecting purpose with practice.”

CityDNA is a knowledge sharing network for cities and urban regions working to unfold the potential of the visitor economy and regenerative tourism. CityDNA's vision is for all cities in Europe to flourish as great places to live, work, meet and explore. 
 

Further information on the programme, speakers and registration can be accessed here 
 

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