Designed for emerging talent across convention bureaus,
destination management organisations, hotels, and professional conference
organisers, the 39th edition of CityDNA’s summer school promises a
comprehensive introduction to the business events industry.
Between August 25-29, 2025, the programme will explore the
key forces reshaping the future of events and destinations, including
sustainability, equity, diversity and inclusion (EDI), and the long-term impact
of event legacy.
“This is not just a training, it’s a foundation for
leadership,” says Dennis Speet, CityDNA Summr School course director and director
of Convention Bureau at amsterdam&partners. “The CityDNA Summer School
gives newcomers the confidence, skills and strategic mindset to contribute from
day one and grow with purpose.”
Participants will also gain practical insights into
strategic bidding processes, the role of innovation and artificial
intelligence, and the distinct expectations of association versus corporate
clients. The curriculum is rounded out with sessions on destination marketing
and the strategic design of site inspections, ensuring a well-rounded,
forward-facing learning experience.
Attendees can expect to hear from a multidisciplinary
faculty of experienced leaders and subject-matter experts, including course director Dennis Speet (amsterdam&partners), Barbara Jamison-Woods
(London & Partners / City Destinations Alliance), Richard Allchild (IMEX
Group), Degmo Daar (NoorD Consulting), Jonathan Easton (Gevme), Leena
Lassila (Helsinki Partners), James Latham (The Iceberg), Tadeja
Pivc-Coudyser (Antwerp Convention Bureau), Stéphane Talboom (IAPCO /
K.I.T. Group), Daniel Waigl (CIRSE), and a representative
from SAP.
This year’s edition will be hosted in Luxembourg City, a
founding member of CityDNA. Known for its accessibility, safety, and
cosmopolitan spirit, the city hopes to provide a welcoming setting but also a
clear alignment with the values of the Summer School.
“We are truly honoured to welcome the CityDNA Summer School
to Luxembourg City,” says Antje Voss, director of the Luxembourg City Tourist
Office. “Education is in our DNA, just as it is in CityDNA’s. Supporting young
professionals as they grow, share knowledge, and build the future of our
industry together is something we deeply believe in. We look forward to
welcoming everyone with open arms and open minds.”
To secure your spot or find out more, visit: https://citydestinationsalliance.eu/event/39th-citydna-summer-school-2025-luxembourg/
