In January, the Austrian city of Graz hosted the first-ever CityDNA CVB Expert Meeting – a dedicated networking and educational event designed exclusively for Convention Bureau professionals. I had the pleasure of being one of only two representatives from Poland to attend.
CityDNA CVB Expert Meeting
Although it was the inaugural edition, attendance exceeded expectations. Instead of the anticipated 40 participants, more than 60 delegates from 20 countries took part, representing 47 different destinations.
For additional context on the role of convention bureaux, I also recommend the article “What’s the story with these convention bureaux…” .
For me personally, this was a particularly valuable experience. It was my first CityDNA event – and, interestingly, I attended thanks in part to a stroke of luck. During IBTM World in Barcelona, encouraged by Małgorzata Kopij, I entered a draw for a complimentary place at the CityDNA CVB Expert Meeting – and won a free conference pass worth €590.
From knowledge group to expert forum: responding to CVB needs
Conversations in Graz with Barbara Jamison-Woods from London & Partners and City Destinations Alliance, as well as Małgorzata Kopij from Gdańsk Convention Bureau, highlighted how the initiative evolved. It began as a “knowledge group” within CityDNA – a forum for professionals focused specifically on Convention Bureau topics. Smaller formats such as CVB Cafés, organised alongside major trade shows, followed.
However, CityDNA members were seeking something more substantial: a longer, more focused meeting enabling deeper discussion of key strategic challenges facing CVBs. The Expert Meeting answered that call. It created space not only to address day-to-day operational issues, but also to exchange best practice, explore funding models, discuss legacy impact and share solutions relevant to MICE destinations across Europe.
Despite operating in different countries, many Convention Bureaux face similar challenges and stakeholder expectations. This event offered a rare opportunity to openly discuss them with peers working in comparable environments.
Congress ambassador programmes and future leaders
One of the most insightful sessions on day one focused on congress ambassador programmes, based on research conducted by CityDNA. The findings reaffirmed that ambassador programmes remain a critical tool for strengthening destination credibility, building influence networks and supporting successful bid strategies.
A particularly interesting concept was the introduction of “junior ambassadors” – an approach aimed at nurturing the next generation of industry leaders and long-term destination advocates. For Convention Bureaux seeking sustainable pipeline development in association and congress markets, this is a model worth exploring.
AI in Convention Bureau operations: from experimentation to strategy
The roundtable discussions were among the most engaging parts of the programme. On the first day, I joined a dynamic discussion on AI in CVB operations.
I shared how we use AI tools in our daily work – from event preparation and bid support to industry education initiatives (including activities delivered through the Laboratorium Twórców). However, the greatest value came from hearing how other destinations are embedding AI strategically.
While many organisations currently use tools such as ChatGPT or Google Gemini, leading CVBs are going significantly further. In one case, a dedicated Head of AI role has been created, responsible for implementation and team-wide education. This goes beyond general support functions: it includes RFP analysis, bid and proposal preparation, automation of selected processes and optimisation of internal workflows.
Following the group sessions, each table presented its conclusions, allowing all participants to gain insights into discussions on event legacy, sustainable events and Convention Bureau funding models.
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Case studies: partnership building and measurable legacy
The Case Study Showcase segment provided practical insights from:
- Rotterdam Partners
- Helsinki Partners / Helsinki Convention Bureau
- Fáilte Ireland
In Rotterdam’s case, I was particularly struck by the strong engagement of the Port of Rotterdam in destination promotion and partnership initiatives supporting the city’s positioning in the business events market.
From Ireland, a compelling example was the Autism-Europe Congress, where inclusive design solutions generated measurable value not only for delegates but also for local communities – a powerful illustration of how event legacy can extend beyond immediate economic impact.
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Smart data and destination storytelling
Day two opened with a presentation titled “Smart Data for Smarter Decisions” by SeeRIO. Notably, Warsaw and Kraków featured as case examples within the data analysis.
This session provided an excellent introduction to further roundtable discussions on using data in MICE destination storytelling and marketing. The focus was on how Convention Bureaux can communicate more persuasively, consistently and credibly by underpinning their messaging with robust data insights.
Another standout presentation came from Vienna Convention Bureau, showcasing the Vienna Fund – a financial support programme for event organisers hosting meetings and congresses in the Austrian capital. This model offers an interesting benchmark for other European destinations considering targeted funding mechanisms.
The event concluded with a practical workshop session – “Walls’ Highlights & Takeaways” – where participants shared their top insights, recommended digital tools and online applications supporting daily CVB work.
Hosting destination: heritage and hospitality
The conference took place at the Grand Hotel Wiesler, in an Art Nouveau-style meeting room. The hotel is also known for hosting Arnold Schwarzenegger during his visits to Graz.
The programme also included a guided tour of Graz’s UNESCO-listed Old Town, providing an opportunity for informal networking in a cultural setting. Local cuisine completed the experience, with classic Austrian dishes such as Apfelstrudel and Wiener Schnitzel enjoyed at venues including Glöckl Bräu, Aiola Upstairs and Café Herzog.
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Looking ahead: CityDNA CVB Expert Meeting 2027
These two days passed remarkably quickly – intensive, inspiring and highly practical. The event was professionally organised, with varied formats ensuring continuous engagement and meaningful peer exchange.
For professionals working in Convention Bureaux, destination marketing organisations and MICE strategy, the CityDNA CVB Expert Meeting has established itself as a valuable platform for knowledge sharing and industry alignment.
I hope to see stronger Polish representation at future editions – it is genuinely worth attending. The next CityDNA CVB Expert Meeting is scheduled for 26–27 January 2027 in Timișoara.
Discover more: 2nd CityDNA CVB Expert Meeting 2027, Timișoara.
