Hosting the meeting in Barcelona carried symbolic weight, given the city’s experience in managing political, social and structural pressures linked to urban tourism. Discussions centred on the structural transformation of the DMO function, from promotional activity towards long-term stewardship and governance.
Over the past decade, European DMOs have shifted from outward-facing marketing to inward-facing coordination. The DMO is increasingly positioned as a neutral convenor within the city ecosystem, aligning public and private stakeholders, facilitating communication between institutions and communities, and anchoring strategy beyond electoral cycles.
Greg Clark, urban strategist at The DNA of Cities, emphasised that Europe’s cities possess a distinct “DNA” shaped by democratic governance, cultural capital and social trust. Preserving this identity while managing complex urban flows was identified as a central leadership challenge.
Workshop sessions addressed structural tensions within the visitor economy, including the balance between visitor and resident needs, actual versus perceived economic value, service provision for visitors and residents, and the evolving role of DMOs within broader city governance. Participants agreed that tourism must operate within the city’s social contract and that long-term competitiveness depends on resident trust and institutional legitimacy.
The meeting was guided by the strategic framework of the CityDNA Tórshavn Declaration, which outlines coordinated priorities for 2026. These include value-based measurement, transparent taxation, AI ethics, cross-sector collaboration and community alignment.
CityDNA confirmed that insights from the Barcelona meeting will inform its 2026 work programme, with a focus on practical tools, shared frameworks and evidence-based narratives aligned with the Tórshavn Declaration. The Alliance aims to strengthen peer learning and reinforce its role as a partner for European institutions.
As the European Union advances its Tourism Strategy and Transition Pathway, DMOs were identified as strategic partners capable of translating EU objectives into operational city-level frameworks. Areas highlighted included sustainable mobility, climate adaptation, digital policy and data governance, as well as place-based economic resilience.
“European cities are not stepping back from tourism, they are stepping up to lead it differently. The future of the visitor economy depends on trust, transparency and integration within the wider urban agenda. DMOs are uniquely placed to bridge European ambition with local delivery. Barcelona demonstrated that destination leadership today is about stewardship: protecting the city’s social contract while ensuring tourism remains a force for long-term resilience and prosperity.” stated Barbara Jamison-Woods, President of City Destinations Alliance.
Tags: Greg Clark,Barbara Jamison-Woods, City Destinations Alliance (CityDNA)