City Destinations Alliance (CityDNA) has announced a new four-year strategy called “Welcoming Wegeneration” during its annual conference and General Assembly in Sofia, Bulgaria. The strategy aims to inspire and empower European city destinations to shift towards regenerative tourism for better liveability and visitability of cities. The alliance, which consists of over 115 Destinations Marketing Organisations (DMOs), seeks to make a real difference in the tourism industry by connecting people, cities, and cultures and contributing to the quality of life in cities.
CityDNA believes that DMOs have a unique opportunity to impact tourism positively. The new strategy sets the tone and direction for City Destinations Alliance until 2026. The term “Wegeneration” refers to a change of era for the global visitor economy with profound implications for how cities should manage tectonic shifts in our societies and navigate towards purposeful adaptation and restructuring.
DMOs are shifting from the visitor economy to the visitor ecosystem, focusing on value over volume, from cities delivering what visitors want to cities sharing what they have and what they stand for. City Destinations Alliance set out to find answers and solutions to how tourism can be designed and stimulated to regenerate our societies and local communities.
The new strategy also reflects a shift for City Destinations Alliance. It is the first strategy they developed as a re-imagined alliance of cities after rebranding took them from association to alliance. The alliance is powered by its community and the collaborative advantage of its European members.
Petra Stušek, President of City Destinations Alliance, says, “It is a collective commitment to find solutions on how tourism can regenerate our societies and local communities. We are for and by our members, and our members are looking for inspiration to shape, support and empower the change that is needed.”
The strategy urges collective action and meaningful co-creation to manage the tectonic shifts in society and navigate towards purposeful adaptation and restructuring. City Destinations Alliance aims to lead the way in sustainable tourism practices and thriving communities in European cities.
Launching the “Welcoming Wegeneration” strategy is a crucial step towards creating a positive impact of tourism on the environment and the local communities in European cities. The alliance aims to inspire and empower its members to shift towards regenerative tourism practices, setting an example for the rest of the world.
Written by: Matthew Thomas
