Rethinking the role of CVBs: From exchange to action
As the meetings industry gathers at IMEX Frankfurt, a question is emerging: are convention bureaus still equipped for the role they are now expected to play?
Across Europe, CVBs are navigating a widening gap between expectations and resources. They’re asked to drive economic impact, support sustainability, align stakeholders and demonstrate long-term value—often while still being measured against short-term indicators. This is not incremental change; it reflects a structural shift.
This reality was central to the first CityDNA CVB Expert Meeting, held in Graz in January 2026. Bringing together more than 60 professionals, the meeting highlighted a sector in transition—moving beyond a traditional tourism support function toward a broader role as ecosystem connectors and partners in economic development.
Several tensions stood out. CVBs are expected to deliver long-term strategic value, yet they continue to be evaluated through short-term metrics. Data is becoming both a political and commercial currency, but many destinations are still developing the systems and partnerships needed to use it effectively. At the same time, uneven funding models are increasing pressure to demonstrate a clear return on investment.
Beyond these challenges, a deeper shift is underway. Discussions in Graz pointed to an evolution from promotion to stewardship, and from service delivery to strategic alignment. CVBs are no longer simply supporting events, they’re increasingly shaping how destinations position themselves within the knowledge economy.
The conversations reflected a shared realization: while many of the structural challenges facing CVBs are common, so too is the opportunity to redefine their role. The true value of the meeting lay not only in identifying these shifts, but in collectively exploring how to translate them into action.
Building on this momentum, the second CityDNA CVB Expert Meeting will take place in Timișoara on January 26-27, 2027. The ambition is to establish a long-term platform for CVB professionals.
Designed as a compact one-and-a-half-day format, the meeting combines case studies, peer-led roundtables and informal exchange. With around 60 participants, the scale is intentional: small enough to allow open discussion, yet large enough to reflect the diversity of European destinations. Open to all CVBs, it responds to a clear gap in the industry: the lack of dedicated spaces to step back and reflect on how the role of CVBs is evolving.
In this same spirit of collaboration, participants are encouraged to actively contribute by sharing case studies and practical experiences, enabling peers to learn from real-world examples across different destinations. As part of this approach, the call for speakers for the 2027 edition is now open on the CityDNA website.
The CVB Expert Meeting sits within a wider CityDNA framework of excahnge, from informal CVB Cafés to more structured peer-learning formats. Together, these initiatives create a continuum—from conversation to capability, and increasingly, to collective action.
At a time when the industry continues to invest in technology, infrastructure and promotion, the message emerging from this community is clear. The future of destinations will depend on how effectively CVBs redefine their role, strengthen their voice and operate as integrated partners within their cities.
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