Europe’s cities are rethinking tourism, moving away from the traditional focus on attracting as many visitors as possible towards creating destinations that benefit residents, businesses and travellers. The shift was a central theme at the City Destinations Alliance (CityDNA) Autumn Conference 2026, held in Verona, Italy, from October 19 to 21.
Under the theme “Moving Together: Cities in Motion. Destinations in Alignment”, the conference brought together around 160 destination management professionals and tourism leaders from across Europe to discuss the challenges shaping the future of urban tourism.
Discussions focused on several issues affecting European destinations, including artificial intelligence, climate change, transport connections, accessibility, tourist taxes and the growing need to balance visitor numbers with the interests of local communities.
The conference reflected a change in how city tourism is being measured. Rather than treating visitor growth as the main indicator of success, destination leaders are increasingly examining the economic and social value tourism creates, how visitors move through cities and whether local residents benefit from the industry.
Evidence presented from the City Travel Report by CityDNA 2025-2026, which covers a record 141 European cities, showed that urban tourism continues to recover and expand following the pandemic. However, the report also highlighted significant differences in performance between destinations. Although overnight stays are increasing, the results suggest that cities need to assess tourism growth against their individual priorities rather than relying on visitor volumes alone.
Artificial intelligence was another major subject. As generative AI changes how people research destinations, compare travel options and plan trips, conference participants discussed the importance of reliable tourism information and local expertise.
The position presented at the conference was that AI should not replace destination intelligence. Instead, destination management organisations need to combine technology with verified data, human judgement and an understanding of local conditions. CityDNA’s Trend Room explored four possible futures for destination management organisations in an increasingly AI-driven tourism industry, encouraging cities to prepare for different scenarios.
Transport connectivity is also becoming an important factor in how travellers choose where to go. Research presented in Verona showed that access to transport options can influence destination decisions long before visitors arrive. This places mobility at the centre of tourism planning, extending its importance beyond the traditional responsibilities of transport and infrastructure authorities.
Accessibility and inclusion received similar attention. Delegates discussed the need to make cities welcoming to people with different mobility requirements and other accessibility needs. The discussions presented accessibility as a principle that should shape the entire visitor experience, from transport and public spaces to everyday interactions with residents and tourism workers.
Tourist taxation was another issue examined during the conference. Findings from the CityDNA City Tax Project, developed in collaboration with Modul University Vienna and based on research involving 53 cities, revealed considerable differences in how destinations manage, allocate and communicate tourist tax revenues.
The research also identified a gap between some cities’ stated policy priorities and how the money collected is actually used. This raised questions about transparency, accountability and the benefits that tourist taxes deliver to residents. CityDNA plans further benchmarking through TourMIS, its tourism information and monitoring platform, alongside additional qualitative research.
Beyond the policy discussions, the conference examined the reasons people travel and what makes a destination memorable. Opening the event, keynote speaker David Meade delivered a presentation titled “Why We Move?”, encouraging tourism leaders to look beyond attractions and consider the motivations that influence people’s decisions to travel.
He highlighted autonomy, mastery and purpose as important human motivations, arguing that destinations should pay greater attention to how visitors feel during their experiences rather than focusing exclusively on the attractions they offer.
Climate resilience also featured prominently. Jeremy Smith, Co-Founder of Tourism Declares a Climate Emergency, addressed the need for the tourism industry to strengthen its response to climate change. He argued that technical measures alone are not enough and that the sector should improve how it communicates climate action and helps people understand the importance of more resilient futures.
The conference also presented findings from the CityDNA MarCom Survey 2026, which examined changes in destination marketing and communications. The results pointed to a growing emphasis on attracting more engaged visitors, supporting local economic sectors, managing visitor flows and adapting to AI-powered search and discovery. They also highlighted the need for new ways to measure the effectiveness of destination marketing.
Practical activities in Verona allowed delegates to examine some of these challenges beyond formal presentations. Four small-group walkshops took participants through different parts of the city, exploring accessibility through direct experience, the complexity of visitor journeys, the wider purpose of tourism and the relationship between climate resilience and destination storytelling.
One of the walks followed the Adige River and crossed Ponte Pietra, providing an opportunity to discuss how cities can communicate environmental change and prepare for climate-related challenges.
CityDNA members also led three workshops covering mobility, accessibility and artificial intelligence. Participants shared experiences, discussed practical challenges and examined approaches that could be applied in different European destinations.
The findings and discussions from Verona will contribute to CityDNA’s 2027-2030 strategy, which will guide the Alliance’s work and cooperation with European city destinations over the coming years.
Maya Janssen, Vice-President of City Destinations Alliance, said the conference demonstrated the willingness of members to turn discussions into collective action. She highlighted the importance of shared knowledge and cooperation in addressing issues such as mobility, accessibility, artificial intelligence, governance and long-term tourism value.
Luca Caputo, General Manager of Destination Verona & Garda Foundation, said hosting the conference provided an opportunity to bring local tourism challenges into a wider European discussion. He pointed to mobility, accessibility and inclusion as increasingly important considerations in the way destinations develop their visitor experiences.
The conference was hosted by Destination Verona & Garda Foundation and Verona Garda Convention Bureau, with SoolNua responsible for moderation and facilitation.
Participating organisations included VisitAarhus, amsterdam&partners, Stad Antwerpen, Visit Belfast, Fondazione Bologna Welcome, Fáilte Ireland – Dublin, Destination Florence, Gdansk Tourism Organisation, Comune di Genova, Visit Gent, Helsinki Partners, Innsbruck Convention Bureau, Visit Košice, Lausanne Tourisme, Turismo Torino e Provincia, and Destination Verona & Garda Foundation.
Research and technology contributions came from organisations including Amadeus, Black Diamond, the European Transformative Futures Institute, GetYourGuide, Granicus Destinations, Mash Media Group, MMGY TCI Research, Modul University Vienna, Place Generation, Quantitas, Rome2Rio, Sojern, Tourism Declares a Climate Emergency and TravelDesk Global.
The discussions in Verona point to a broader change in European urban tourism policy. Cities are increasingly being challenged to demonstrate not only how much tourism they attract, but also how effectively they manage its effects, distribute its economic benefits and protect the quality of life of the people who live there.
