Tech-Enhanced, Human-Centred: How CityDNA Elevates In-Person Engagement

City Destinations Alliance (CityDNA) harnesses digital tools not to replace, but to enrich face-to-face connections, empowering its community of destination professionals through meaningful, techsupported experiences.

In a landscape where digital formats, remote collaboration, and AI-driven innovation are gaining momentum, CityDNA has carved a clear and bold path: to make technology a facilitator of real human connections, not a replacement. Since returning to fully in-person formats in 2022, CityDNA has focused on one strategic goal: redefining engagement through meaningful interactions thoughtfully supported by digital tools that enhance the human experience.

With more than 125 European destinations in its membership, CityDNA has embraced technology in service of relevance, impact, and accessibility. Their philosophy is simple: the best digital solutions disappear into the experience, quietly enhancing it without stealing the spotlight.
 

Beyond the Screen: Curated Encounters Through Digital Matchmaking

At CityDNA events, curated networking has become a signature. At the latest CityDNA International Conference in Tórshavn, Faroe Islands (Editor’s Note: 30 September – 2 October 2025), attendees benefited once again from a digital matchmaking tool that pairs delegates based on mutual interests, priorities, and complementary expertise.

Far from being a simple convenience, platforms like this add structure to spontaneous networking. For time-pressed professionals attending for both learning and lead generation, these tools help make large events feel smaller and smarter.

But meaningful engagement does not stop at tech. CityDNA also invests in intentional event design: from interactive Q&A and live polling to campfire-style discussions, walkshops and meetings hosted in distinctive local venues. These design choices create more relaxed, participatory environments that encourage honest dialogue, serendipitous connections, and a stronger sense of community.
 

Insight Without Overload: How AI-Supported Content Capture Elevated Engagement

Perhaps the most transformative recent leap in event engagement was seen at the CityDNA Conferences in Bruges and Budapest, where the Alliance partnered with Snapsight, an AI-driven content capture tool. Designed to relieve pressure, the platform became a behind-the-scenes pillar, automating note-taking, summarising sessions, and translating content into multiple languages, all in real time.

CityDNA did not adopt this solution to follow a trend. They faced a very real challenge: how to capture knowledge from over 15 high-density sessions with a core team of just four people. The tool ran seamlessly in the background, made easily accessible through QR codes printed on attendee badges.

The results spoke for themselves: a 65% adoption rate in Budapest, and high praise from both participants and speakers. Attendees appreciated being able to revisit sessions they missed or highlight key moments without relying on memory or scribbled notes. Meanwhile, the CityDNA team saved days of post-event content processing.

As the Snapsight team wrote, “What started as a tactical solution is evolving into a strategic asset, one that helps CityDNA transform raw event content into long-term value.”
 

#BrugesTrainChallenge: Sustainability Meets Digital Storytelling

Digital engagement does not have to live within the walls of a conference. A standout example came during the CityDNA Autumn Conference in Bruges: the Bruges Train Challenge.

Participants were encouraged to travel to the conference by train, sharing their journey and reflections on LinkedIn using the dedicated hashtag #BrugesTrainChallenge. The campaign generated a wave of stories and images, connecting sustainable action with personal experience, and sparking dialogue across the broader community.

This initiative succeeded not just as a visibility exercise, but as a values-led campaign. It showed how technology and social platforms can amplify environmental leadership, community spirit, and the joy of purposeful travel.
 

Ethical Innovation: AI Readiness and Responsible Engagement

CityDNA’s commitment to innovation is matched by its sense of responsibility. For the second year in a row, CityDNA is a collaborative partner in the joint AI learning programme AI Opener for Destinations, which is designed and programmed by Group NAO. The initiative empowers DMOs and CVBs to adapt to the new era of generative AI tools and platforms, supporting their work both within destination organisations and in the broader visitor economy.

By fostering peer learning and strategic reflection on the opportunities and risks of AI, CityDNA ensures its community is equipped to engage with emerging technologies with confidence, relevance, and integrity.

This commitment continued at the CityDNA Summer School in Luxembourg (25–29 August 2025), where one session, led by Jonathan Easton from Gevme, explored navigating the tech and AI revolution. It also looked at the transformative role of AI and technology in the meetings industry, offering practical case studies and strategies for destinations to foster innovation in an ever-evolving technological landscape.

Barbara Jamison-Woods, President of CityDNA, sums up the approach: “Technology is a powerful enabler, but people are the reason we gather. At CityDNA, we design events that make space for both. By integrating the right digital tools, we create more relevant, more inclusive, and more sustainable experiences. We are not just adopting technology; we are shaping how our industry uses it with purpose.”

Building Digital Capacity for Long-Term Engagement CityDNA is evolving its digital approach – from simply supporting events to strengthening the digital capabilities of its member destinations over the long term. This commitment is further reinforced through CityDNA’s participation in the EU-funded DEPLOYTOUR project, which supports DMOs in enhancing their digital maturity – laying the groundwork for more effective engagement strategies across events and year-round operations.

In this evolving model, the conference is no longer the peak – it is a point in an ongoing journey, supported by the right tools and reinforced by shared values.
 

Where Digital Tools Meet Human Purpose

CityDNA’s experience offers a roadmap for other associations, DMOs and CVBs: do not adopt tech for tech’s sake, use it to reinforce your human mission. Whether it is through AI-powered content capture, purpose-driven storytelling, or matchmaking platforms that make every handshake matter, the Alliance continues to explore how technology can support relevance, efficiency, and meaningful change.

Because in a world of algorithms and automation, the most enduring connections still happen face-to-face. And the smartest tools are the ones that help us get there together.

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.