City Destinations Alliance (CityDNA) has concluded the 40th edition of its renowned CityDNA Summer School in Dijon, welcoming 49 students from 16 countries across Europe. Since 1987, more than 2,200 business events professionals have taken part in the programme, building knowledge, confidence and connections at the start of their careers.
Held from August 24-28, 2026, the milestone edition took place in Dijon, France, home of the CityDNA Head Office, bringing together 49 students and 14 Faculty members for four days of intensive learning, exchange and networking.
Designed for newcomers to the business events sector, the CityDNA Summer School combines core industry fundamentals with the issues reshaping the profession.
Under the leadership of Course Director Dennis Speet, Managing Director of Amsterdam Convention Bureau, the 2026 programme explored the role of convention bureaux, bidding and business development, association and corporate clients, Professional Congress Organisers, sustainability, equity, diversity and inclusion, event legacy, technology and artificial intelligence.
“The 40th edition is an important milestone, but what makes the Summer School truly special is what happens between generations of professionals. Experienced colleagues share what they have learned, newcomers bring fresh questions and perspectives, and together they create a learning environment that is both practical and inspiring. This year in Dijon, the curiosity, energy and openness of the students once again showed why this programme has remained relevant for four decades,” said Dennis Speet, Course Director, CityDNA Summer School.
New Perspectives for a Changing Business Events Sector
Alongside the foundations of the sector, this year’s programme reflected how the role of business events continues to evolve.
Students explored how congresses and events can contribute not only to visitor expenditure, but also to knowledge exchange, innovation, economic development, social progress and long-term destination priorities.
Sustainability was addressed through a wider ESG perspective, connecting environmental action with accessibility, diversity, inclusion and governance. AI and emerging technologies were also examined through their impact on event planning, business development and client expectations.
Practical learning remained central. Interactive workshops, collaborative group work and a Hackathon encouraged students to apply ideas together, while technical visits to Dijon’s Palais des Congrès and Auditorium connected classroom learning with the realities of event delivery.
A Faculty That Gives Back
A defining feature of the CityDNA Summer School is the voluntary commitment of its Faculty, with senior professionals giving their time and expertise to support those entering the sector.
The 40th edition Faculty comprised Richard Allchild (IMEX), Inge Bauwens (City Destinations Alliance), Agathe Dewaële and Marion Charlut (L’Ajence Events), Degmo Daar (NoorD Consulting), Vincent Delaitre (Dijon Bourgogne Tourisme & Congrès), Jonathan Easton (Gevme), Barbara Jamison-Woods (City Destinations Alliance / London & Partners), Tony Jourdan (Inserm Research Center), Leena Lassila (Helsinki Partners), James Latham (The Iceberg), Tadeja Pivc Coudyser (Antwerp Convention Bureau), Giulia Sarri (AIM Group International / IAPCO), and Course Director Dennis Speet (Amsterdam Convention Bureau).
Their expertise spanned convention bureaux, destinations, associations, agencies, PCOs, sustainability, inclusion, legacy, research and technology, reflecting the breadth of the business events ecosystem.
40 Editions, More Than 2,200 Alumni
Since its creation in 1987, the CityDNA Summer School has welcomed more than 2,200 alumni from Europe and beyond, many of whom have gone on to build careers across the business events sector and wider visitor economy.
The 40th edition therefore marked more than an anniversary. It celebrated four decades of knowledge transfer between generations and a growing European community of professionals connected through a shared learning experience.
“For 40 editions, the CityDNA Summer School has been an investment in people, knowledge and the future of the business events sector. More than 2,200 alumni have passed through the programme since 1987, and each new edition strengthens that community. In Dijon, we saw again that its value goes far beyond skills development: it builds confidence, relationships and a shared understanding of the role business events can play in creating long-term value for destinations and their communities,” said Barbara Jamison-Woods, President, City Destinations Alliance.
“The CityDNA Summer School was a great opportunity to step outside of my usual work environment, connect with professionals from different destinations, and exchange ideas and experiences. I especially appreciated the open atmosphere, the diversity of perspectives, and the opportunity to learn not only from the speakers, but also from each other. I’m leaving Dijon with new connections, fresh ideas and plenty of inspiration to bring back to my work.” concluded Meta Logar, Project Manager, GR Ljubljana | Congress & Convention Centre, and student during the 40th CityDNA Summer School in Dijon.
