CityDNA Conference in Tórshavn to co-create the future of the visitor economy

Refreshed City Perspectives: Reshaping, Rebalancing, Reigniting the Visitor Economy

City Destinations Alliance (CityDNA) will convene in Tórshavn, Faroe Islands, for its Autumn Conference from September 30 to October 2, 2025. Under the theme “Refreshed City Perspectives: Reshaping, Rebalancing, Reigniting the Visitor Economy,” the conference will bring together destination leaders, urban innovators, and tourism professionals to rethink and redefine success for the visitor economy in Europe’s cities.

Tórshavn is both remote and connected, a place that symbolises perspective, reflection, and renewal, themes which are embedded in the programme, which replaces rigid plenaries with walkshops through the city, campfire conversations, participatory labs, and peer-to-peer exchanges.

The Tórshavn Declaration: a manifesto in the making

During the conference, CityDNA will co-create a collective manifesto: the Tórshavn Declaration. Built live, through Declaration Labs, interactive polling, and collaboration, 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 the membership’s focus on regenerative and inclusive tourism, balancing resident wellbeing, environmental responsibility, and meaningful visitor experiences.

Keynotes that challenge assumptions

Two keynotes will set the tone:

• 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 Sessions: opening with intention

New for 2025, CityDNA has introduced The Tórshavn Sessions — a curated afternoon of content, dialogue, and place-based exploration taking place on September 30.

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 influential status.

• CityDNA CVB Café: an interactive session for CVB professionals to exchange ideas, share best practices, and engage in peer-led discussions on pressing topics within the meeting and business events sector.

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.

Registration is open until September 23, 2025. For more details on the programme, speakers, and registration, visit http://citydestinationsalliance.eu/.