Set against the backdrop of the North Atlantic, Tórshavn is both remote and connected – a place that symbolises perspective, reflection, and renewal. This spirit is embedded in the programme, which replaces rigid plenaries with walkshops through the city, campfire conversations, participatory labs, and peer-to-peer exchanges.
Keynotes that challenge assumptions
Two keynote contributions will set the tone for this year’s discussions:
- The House of Beautiful Business: Jesse May Palmer (Creative Director) and Dima Samarin (Head of Marketing & Communications) will lead a session on how cities and organisations can design emotionally intelligent, community-driven futures that prioritise empathy, creativity, and collective purpose.
- Dr Caitlin Morrissey, co-host of The DNA of Cities podcast, will explore the power of urban distinctiveness. Her keynote will demonstrate why Europe’s cities must embrace their authentic DNA to remain resilient, relevant, and future-fit.
The Tórshavn Declaration: a manifesto in the making
For the first time, CityDNA will co-create a collective manifesto: The Tórshavn Declaration. Built live during the event, through Declaration Labs, interactive polling, and collaborative idea walls, the declaration will capture the evolving values of the CityDNA community within their strategy framework.
Far from a static roadmap, the declaration will serve as a compass for their membership’s focus on regenerative and inclusive tourism, balancing resident wellbeing, environmental responsibility, and meaningful visitor experiences.
The Tórshavn Sessions: opening with intention
The conference will open differently in 2025. With most delegates already present by Tuesday, CityDNA has introduced The Tórshavn Sessions – a curated afternoon of content, dialogue, and place-based exploration taking place on September 30.
Set against the backdrop of Tórshavn, this special opening experience is designed to ease participants into the days ahead – not with formality, but with intention. It provides space to connect, explore, and reflect before the plenary sessions begin in full on Wednesday.
Highlights will include:
- AI in Practice: moderated by David Peacock (Simpleview/Granicus), with contributions from CityDNA Knowledge Groups, on how AI is transforming decision-making across the visitor economy.
- Scenario Planning for 2035: Olivier Henry-Biabaud (MMGY/TCI Research), together with moderators from TTRA, will guide participants in developing forward-looking scenarios for sustainable city tourism futures.
- Reclaiming Inspiration: Toby Morris (Tiki) will challenge delegates to refocus on the emotional heart of travel beyond transactions.
- Localhood in Action: Jorn van der Eng (Spotted by Locals) will lead an interactive roundtable on how to translate community-driven tourism into measurable impact.
- Positioning City Tourism in the EU’s Political Agenda: Raymond Keaney (Technological University Dublin) will lead a dialogue-driven session on how city tourism can secure stronger visibility and influence within the EU policy landscape. Highlighting CityDNA’s strong position and influence.
- CityDNA CVB Café: an interactive session for CVB professionals to exchange ideas, share best practices, and engage in peer-led discussions on pressing topics including AI & innovation, staffing and funding challenges, sustainability, risk-sharing, and legacy within the meeting and business events sector.
A venue and location that inspire
The main programme will take place at SILO, a repurposed 1930s salt silo on Tórshavn’s harbour, reflecting the city’s balance of raw authenticity and creative reuse. Immersive by design, the setting complements a conference that seeks to reset perspectives from the “edge of Europe.”
Defining the Mindset for Tórshavn
“This conference is not about adding another layer of complexity, but about rediscovering clarity – what matters, what works, and how we can move forward together as destination leaders,” said Barbara Jamison-Woods, President of City Destinations Alliance.
“Tórshavn is more than a location; it’s a mindset. Remote, yet remarkably connected, it offers space to think differently, disconnect from routines, and reconnect with meaning,” added Tórdis á Rógvi Biskopstø, Managing Director of Visit Tórshavn.
A call to action for city destinations
With its mix of visionary keynotes, practical workshops, a participatory declaration, and a unique opening format, the CityDNA Autumn Conference 2025 is more than a meeting: it is a platform for collective leadership, designed to reset how cities host visitors in ways that strengthen communities, cultures, and environments alike.
Participants will also get the chance to hear from other members and destinations (London & Partners, Nuremberg Convention & Tourist Office, Madrid Destino, Visit Gdańsk, Helsinki Partners, Amsterdam&Partners, Visit Tórshavn, Dublin City Council, German Convention Bureau…) as well as CityDNA partners and collaborators (Group NAO, Sojern, SoolNua, ETFI, Modul University Vienna…) and other companies and universities (Salzburg University, Localhood, Teejit…).
The conference will be co-moderated by Gráinne NíGhiollágain and Pádraic Gilligan from SoolNua
Tags: City Destinations Alliance (CityDNA), Barbara Jamison-Woods, City Destinations Alliance.
