'Let Pigs Fly” Sparks Innovation and Collaboration to Drive Sustainable Tourism

Photo by Jan D'Hondt

The GDS-Forum & CityDNA Autumn Conference 2024, held from October 15-18 in the historic city of Bruges, brought together over 270 industry experts, decision-makers, and innovators from 125 destinations and companies. Of these, 220 attendees from 110 organisations participated in the CityDNA event. Under the inspiring theme "Let Pigs Fly: Defying the Gravity of Impossible in Urban Tourism," the conference focused on addressing the tourism sector's toughest challenges through creativity, bold thinking, and collaboration.

City Destinations Alliance (CityDNA) is the alliance of Tourist Boards, Convention Bureaux and Destination Management Organisations in Europe. This year’s CityDNA Autumn Conference embodied the spirit of innovation needed to create sustainable and resilient destinations. The conference was skilfully moderated by Signe Jungersted from Group NAO, ensuring engaging and productive discussions among the participants.
 

Leading Perspectives on the future of the Visitor Economy

The conference featured impactful keynote sessions that set an inspiring tone for discussion. Julia van Boven, Co-founder and Community Director of The School of Moral Ambition, opened with a powerful call to action, encouraging attendees to redefine success by focusing on the positive impact their work can have on society, illustrating how a mission-driven approach can lead to sustainable practices across the tourism sector.

Sustainability futurist Ed Gillespie captivated the audience with his insights on the need for a regenerative approach in tourism. He stressed, "It’s time to move beyond traditional efficiency metrics and adopt transformative solutions that address our most pressing environmental challenges." Gillespie urged Destination Management Organisations (DMOs) to prioritise sustainability at the core of their operations and take bold actions for the future.

On Friday, the keynote session "Mission Impossible: Balancing the Imbalance of Tourism"addressed the urgent challenge of tourism imbalance. Industry leaders — Maya Janssen from amsterdam&partners, Ralf Pastleitner from TUI, Paige McClanahan, Travel Journalist and Bernadett Papp from European Tourism Futures Institute (ETFI) — explored the necessity for cities to evolve governance structures to effectively manage the social costs of tourism. Experts emphasised the importance of community engagement and strategic policymaking, urging DMOs to rethink their roles in creating a more sustainable tourism model.

Participants benefited from sessions, collaboration and interactions with members and destinations (Aarhus, Antwerp, Banff & Lake Louise, Bruges, Catalonia, Copenhagen, Flanders, Gdansk, Ghent, Gothenburg, Helsinki, Leuven, London, Madrid, Mechelen, Normandy Oslo, Paris, 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, and TOPOSOPHY) and other associations, companies and universities (BehaviorSMART, Cuidadores de Destinos, Eurostar, Evolve Events, Frame & Work, Gevme, HOWEST, Impro Brussels, and Place Generation).
 

Innovative Trends Transforming Tourism

The event was packed with dynamic sessions, workshops, and labs designed to inspire radical thinking and drive concrete outcomes. Here are some of the key trends shaping the future of urban tourism and the visitor economy that were unveiled during the conference: 

• Moral Ambition in Tourism: A central theme urging professionals to align their careers with values that contribute to a sustainable future and make a meaningful impact.
• Radical Collaboration: Emphasising collaboration among stakeholders — from local businesses to residents — to address the complexities of tourism, encouraging innovative solutions and enhancing community engagement.
• Sustainable Practices: Sessions on low-carbon transport solutions and eco-friendly initiatives highlighted the industry’s commitment to a low-carbon future, exploring strategies to promote responsible travel, including systems that reward environmentally conscious behaviours. The #BrugesTrainChallenge, organised by CityDNA & GDS-Movement, promoted eco-friendly travel by encouraging delegates to choose trains over flights or cars. Many shared their journeys online, with winners celebrated for their commitment.
• Inclusivity and Accessibility: The importance of making tourism accessible for all, showcasing successful initiatives that cater to diverse needs and enhance visitor experiences. The Global Accessibility Report is now available on CityDNA's Website.
• AI’s Role in Tourism: The integration of AI technologies in the sector emerged as a vital trend. Presentations explored how AI can optimise operations, enhance visitor experiences, and assist in strategic decision-making, enabling DMOs to navigate challenges more effectively.
• Visitor Behaviour: Innovative Strategies for Sustainable Tourism: Discussions around influencing visitor behaviour highlighted innovative approaches to promote sustainable practices. Delegates examined successful models for encouraging eco-friendly actions among tourists, demonstrating that behavioural change can significantly impact sustainability efforts.

Looking Ahead to 2025

As the CityDNA Autumn Conference concluded, there was a palpable sense of optimism and determination to continue the momentum built over the past few days. Barbara Jamison-Woods, President of City Destinations Alliance, expressed her gratitude, stating, “The ideas, collaborations, and actions initiated here in Bruges will inspire and shape the future of urban tourism and the visitor economy across Europe.”

The next CityDNA International Conference is set to take place in Budapest on April 9-11, 2025, where we will focus on additional solutions to the trends identified in Bruges, furthering collaboration and knowledge sharing to create a better future.