Helsinki hosted the three-day conference under the theme “The Human Pulse of Place and Purpose”. Participants addressed challenges facing European city destinations, including housing pressure, short-term rental regulation and changing expectations around sustainable tourism growth. A central topic was the concept of “optimum tourism”, which promotes development aligned with a destination’s identity, capacity and community priorities. Sessions also examined the growing role of tourist taxes as governance tools and the importance of transparency, stakeholder coordination and data-based decision-making.

Destination management organisations expand their strategic role

The conference highlighted the changing role of destination management organisations, which are increasingly acting as coordinators of complex urban ecosystems rather than solely as marketing bodies. Discussions also focused on the impact of artificial intelligence on destination management, data stewardship and visitor communication. Helsinki presented its approach to sustainability and urban regeneration, while Torino shared examples of identity-driven tourism strategies and niche visitor experiences. According to CityDNA, future progress in the visitor economy will depend on stronger collaboration, shared knowledge and coordinated action between European destinations and stakeholders.