Since its launch in 1987, the CityDNA Summer School has welcomed more than 2,200 participants. Many alumni have progressed to leadership positions within convention bureaux, destination organisations, venues, agencies and industry associations, while the programme has also fostered mentoring relationships and professional networks across the sector.
According to CityDNA, the Summer School reflects the organisation’s long-term commitment to strengthening destinations through professional development and talent cultivation within the meetings and events industry.
Barbara Jamison-Woods, President of City Destinations Alliance, said: “The CityDNA Summer School has never been just about transferring knowledge. It is about helping people find their place within the business events industry. Over the years, we have seen participants become managers, directors, faculty members and mentors themselves. The 40th edition is a celebration of that legacy, but also a commitment to the future.”
Supporting future business events professionals
CityDNA noted that the Summer School continues to address one of the industry’s ongoing challenges: attracting, developing and retaining skilled professionals. The programme aims to strengthen destinations by equipping participants with practical knowledge, industry understanding and professional networks.
The 40th edition will focus on destination bidding, stakeholder management, sustainability, legacy, equity, diversity and inclusion, association and corporate clients, artificial intelligence and emerging technologies. Learning will take place through workshops, discussions, case studies and group challenges led by experienced practitioners.
The programme will be directed by Dennis Speet of the Amsterdam Convention Bureau, supported by an international faculty that includes Richard Allchild (IMEX Group), Degmo Daar (NoorD Consulting), Jonathan Easton (Gevme), Barbara Jamison-Woods (London & Partners / City Destinations Alliance), Tony Jourdan (Inserm Research Center), Leena Lassila (Helsinki Partners), James Latham (The Iceberg), Giulia Sarri (IAPCO / AIM Group), Tadeja Pivc-Coudyser (Antwerp Convention Bureau) and other industry experts.
According to CityDNA, all faculty members contribute on a voluntary basis, providing mentoring, knowledge sharing and practical guidance to participants.
During IMEX Frankfurt 2026, the CityDNA Summer School Award was jointly presented to Dennis Speet and former Course Director Pier Paolo Mariotti in recognition of their contribution to the programme. CityDNA noted that Mariotti helped establish the Summer School as a leading industry education initiative, while Speet has continued to adapt the programme to changing industry requirements.
Dennis Speet said: “Receiving this award is both a great honour and a very emotional moment. Having first experienced the Summer School as a faculty member for many years before becoming Course Director, I have seen firsthand the impact this programme can have on new professionals entering the industry. Being part of that journey, and helping shape future talent together with such a dedicated community, has been incredibly rewarding.”
Dijon hosts the anniversary edition
The 40th edition will take place in Dijon, home to the CityDNA headquarters. The host destination, Dijon Bourgogne Tourisme & Congrès, recently completed its first carbon footprint assessment as part of its destination sustainability strategy, while the programme will be hosted at the Green Key-certified Mercure Dijon Centre Clémenceau.
According to CityDNA, the choice of Dijon reflects both the programme’s history and its continued focus on preparing future business events professionals. Participation will be limited in order to maintain a high-quality learning environment.
Tags: Barbara Jamison-Woods, City Destinations Alliance (CityDNA) Dijon
