The CityDNA Summer School heads to Luxembourg for its 39th edition

Breaking into the business events industry can be as exciting as it is complex. With evolving expectations, shifting technologies, and diverse stakeholders, knowing where to begin is not always obvious. Since 1987, the CityDNA Summer School has been the launchpad of choice for emerging professionals, offering the insights, tools, and network needed to step confidently into the sector. On August 25-29, 2025, the programme returns for its 39th edition in Luxembourg, a forward-thinking European hub that bridges heritage with innovation.

Designed for emerging talent across CVBs, DMOs, hotels, PCOs, congress centres, airlines, and DMCs, the CityDNA Summer School delivers a comprehensive introduction to the business events industry. But more than that, it equips participants with the critical perspective needed to navigate the complexity and opportunity of a rapidly evolving sector.

“This is not just a training, it’s a foundation for leadership,” says Dennis Speet, Course Director and Director of Convention Bureau at amsterdam&partners. “The CityDNA Summer School gives newcomers the confidence, skills and strategic mindset to contribute from day one and grow with purpose.”

 An Experience Engineered for Real Impact

The 2025 programme will explore the key forces reshaping the future of events and destinations, including sustainability, equity, diversity and inclusion (EDI), and the long-term impact of event legacy. Participants will also gain practical insights into strategic bidding processes, the role of innovation and artificial intelligence, and the distinct expectations of association versus corporate clients. The curriculum is rounded out with sessions on destination marketing and the strategic design of site inspections, ensuring a well-rounded, forward-facing learning experience.

Interactive workshops, case studies, cultural immersions, and group work deepen the learning, while a celebratory graduation dinner reinforces CityDNA’s people-first approach. Alumni regularly highlight the power of the network built during the programme: relationships that often endure for years and shape professional journeys well beyond the event itself.

A Strategic Backdrop for Learning

This year’s edition will be hosted in Luxembourg City, a founding member of CityDNA and a destination that combines international outlook with human scale. Known for its accessibility, safety, and cosmopolitan spirit, the city offers not only a welcoming setting but also a clear alignment with the values of the Summer School.

“We are truly honoured to welcome the CityDNA Summer School to Luxembourg City,” says Antje Voss, Director of the Luxembourg City Tourist Office. “Education is in our DNA, just as it is in CityDNA’s. Supporting young professionals as they grow, share knowledge, and build the future of our industry together is something we deeply believe in. We look forward to welcoming everyone with open arms and open minds.”

Led by Experts, Fuelled by Purpose

This year’s edition is guided by a multidisciplinary faculty of experienced leaders and subject-matter experts, including Course Director Dennis Speet (amsterdam&partners), Barbara Jamison-Woods (London & Partners / City Destinations Alliance), Richard Allchild (IMEX Group), Degmo Daar (NoorD Consulting), Jonathan Easton (Gevme), Leena Lassila (Helsinki Partners), James Latham (The Iceberg), Tadeja Pivc-Coudyser (Antwerp Convention Bureau), Stéphane Talboom (IAPCO / K.I.T. Group), Daniel Waigl (CIRSE), and a representative from SAP. All faculty members generously contribute their time on a voluntary basis, a testament to their dedication to nurturing the next generation and giving back to the industry that shaped their own careers.

“The CityDNA Summer School is about people—those just starting out and those ready to guide them,” says Barbara Jamison-Woods, President of City Destinations Alliance. “It’s where careers begin, where confidence is built, and where lasting relationships take root. By investing in people, we strengthen not just the future of our industry, but the community that drives it forward.”

Why it Matters Now

Attracting, training, and retaining new talent is a growing concern for destinations and organisations across Europe. The Summer School responds directly to this challenge – bridging education with action, and theory with real-world practice. Each year, alumni return to their organisations not only with increased confidence but with tangible skills and connections that continue to shape their careers.

The article The CityDNA Summer School heads to Luxembourg for its 39th edition first appeared in TravelDailyNews International.