45 city destination professionals from across Europe gathered in Hamburg for the 15th City Cards Expert Meeting, organised by City Destinations Alliance (CityDNA) and hosted by Hamburg Tourismus. Over 1.5 days of discussions, case studies and peer exchange, participants explored how city cards are evolving beyond visitor discount products into strategic tools that help destinations manage visitor flows, encourage sustainable mobility, support local businesses and enhance visitor experiences.
The meeting brought together experts from across the CityDNA network and beyond to exchange experiences, discuss common challenges and identify future opportunities for innovation.
Throughout the programme, participants explored topics shaping the future of city card schemes, including digitalisation, pricing strategies, changing visitor behaviours, marketing, and product development. Case studies from Hamburg, Düsseldorf, Reykjavík and Kraków demonstrated how destinations are adapting their offers to changing market conditions while responding to wider destination management objectives.
A recurring theme throughout the meeting was the growing role of city cards as instruments of destination stewardship. Discussions highlighted how destinations are using city cards and related products to encourage sustainable mobility, support cultural institutions, distribute visitors more evenly and create greater value for local communities.
The programme was moderated by Gianluca Camaggio, Sales Manager at MOCO Museum Barcelona, who guided participants through two days of practical discussions and knowledge exchange.
The event also marked an important milestone for the community with the announcement of the future evolution of the CityDNA City Cards Knowledge Group. Under the leadership of Chairperson Danijel Omerzel, the group will broaden its scope to become the CityDNA Products & Offers Knowledge Group, reflecting the expanding role of destination management organisations in shaping visitor experiences and addressing challenges such as seasonality, visitor dispersal and neighbourhood activation.
Reflecting on this evolution, Danijel Omerzel, Chairperson of the City Cards Knowledge Group and Sales Consultant at Ljubljana Tourism, said: “Over the years, city cards have evolved from standalone visitor products into strategic tools that support destination management objectives. The evolution of our City Cards Knowledge Group into the Products & Offers Knowledge Group reflects this broader reality. While city cards will remain at the heart of our work and the annual City Cards Expert Meeting will continue as our flagship event, we are creating more space to explore the wider range of products and offers that destinations use to shape visitor experiences and create value for their communities.”
Participants were also inspired by concrete examples of innovation from across Europe. Düsseldorf showcased its regional city card model, encouraging visitors to explore neighbouring destinations and extend their stay beyond the city centre. Reykjavík highlighted how its city card supports visitor dispersal across the wider metropolitan area while promoting public transport and authentic local experiences. Kraków presented its new Microtourist Card, designed to guide visitors towards lesser-known attractions and experiences. Meanwhile, Wonderful Copenhagen shared the internationally recognised CopenPay initiative, which rewards visitors for making more sustainable choices during their stay.
Digital innovation was another key topic, with destinations discussing the growing adoption of digital city cards, mobile wallet integration, CRM systems, visitor data analysis and the future potential of artificial intelligence to better understand visitor behaviour and personalise experiences.
Reflecting on the event, Anna-Michelle Schermal, Product Manager Hamburg CARD at Hamburg Tourismus, said “After being part of the Knowledge Group for over five years, I was delighted to finally host the CityDNA City Cards Expert Meeting in Hamburg. Every year, the exchange of ideas brings fresh inspiration and new perspectives. As city card product management is such a niche field, it’s incredibly valuable to tackle challenges together and bring those learnings back to our cities.”
The discussions and insights generated in Hamburg will continue to shape the work of the City Cards community throughout the coming year. Through CityDNA’s Knowledge Groups, members collaborate year-round to exchange experiences, benchmark practices, develop new ideas and address shared challenges facing destinations across Europe.
The evolution of the City Cards Knowledge Group into the Products & Offers Knowledge Group reflects this ongoing commitment to practical knowledge sharing and peer learning, ensuring that destinations can continue to adapt to changing visitor expectations and destination management priorities.
The City Cards community will continue its exchange through upcoming CityDNA activities and gatherings, before reconvening at the 16th CityDNA City Cards Expert Meeting in Salzburg, Austria, on June 3-4, 2027.
