The CityDNA Summer School, widely regarded as Europe’s longest-running learning programme for business events professionals, celebrates its 40th edition in Dijon, France, from 24 to 28 August 2026. Organised by City Destinations Alliance, the programme has welcomed more than 2,200 participants since its launch in 1987.
The milestone edition takes place at the Green Key-certified Mercure Dijon Centre Clemenceau, hosted by Dijon Bourgogne Tourisme and Congres. Dijon also serves as the home of the CityDNA Head Office, lending the anniversary edition an additional layer of significance.
“The CityDNA Summer School has never been just about transferring knowledge,” said Barbara Jamison-Woods, President of City Destinations Alliance. “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.”
The 2026 programme covers destination bidding, stakeholder management, sustainability, legacy, equity, diversity and inclusion, association and corporate clients, artificial intelligence and emerging technologies. Participants learn through workshops, discussions, case studies and group challenges led directly by experienced industry practitioners.
The 40th edition will be led by Course Director Dennis Speet (Amsterdam Convention Bureau), supported by a multidisciplinary faculty of experienced professionals from across the business events ecosystem, including 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 additional industry experts.
What makes the faculty unique is not only their expertise, but their commitment. All contribute their time on a voluntary basis, sharing knowledge, mentoring participants and helping shape the next generation of business events professionals.
Some faculty members first experienced the CityDNA Summer School as participants before returning years later as mentors and industry leaders, reflecting the programme’s enduring impact across generations of professionals.
This spirit of mentorship was recently recognised at IMEX Frankfurt 2026, where the CityDNA Summer School Award was jointly presented to current Course Director Dennis Speet and former Course Director Pier Paolo Mariotti in recognition of their outstanding contribution to the programme.
For many years, Pier Paolo Mariotti helped shape the CityDNA Summer School into the industry-leading learning experience it is today, laying the foundations for generations of business events professionals. Under Dennis Speet’s leadership, the programme has continued to evolve, adapting to new industry challenges while remaining true to its core values of collaboration, curiosity and knowledge-sharing. Together, their commitment reflects another defining characteristic of the Summer School: a culture of giving back, where experienced professionals invest their time and expertise to support those entering the industry.
“Receiving this award is both a great honour and a very emotional moment,” says Speet. “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: A Fitting Home for a Landmark Edition
The choice of Dijon carries particular significance. As the home of the CityDNA Head Office, the city provides a symbolic setting for this anniversary edition.
Known for its rich heritage, gastronomy and convivial atmosphere, Dijon offers an ideal environment for reflection, learning and connection. The host destination, Dijon Bourgogne Tourisme & Congrès, recently completed its first carbon footprint assessment as part of its ongoing commitment to sustainable destination development, while the programme itself will take place at the Green Key-certified Mercure Dijon Centre Clémenceau.
More than simply a venue, Dijon provides the backdrop for an edition that celebrates the programme’s legacy while preparing participants for the challenges and opportunities ahead.
More Than a Programme
The CityDNA Summer School has always been about more than education. It is where careers begin, confidence grows and connections last.
The Summer School remains one of CityDNA’s proudest achievements: a programme that has helped shape careers, strengthen destinations and build a community that spans generations of business events professionals.
As it welcomes its 40th cohort to Dijon, the focus remains unchanged: investing in the people who will lead the industry forward. Places are limited to ensure a high-quality learning environment.
For more information and registration, visit: https://citydestinationsalliance.eu/
Top Photo Credit: Martin M303 / Shutterstock.com
