Jane Cunningham, Director of European Engagement at Destinations International, hosted the organisation’s fifth European workshop at PCMA Convening EMEA in Lisbon this September. The interactive session centred on “Innovation and Storytelling”—one of the five strategic content themes guiding Destinations International through 2026 and 2027. Drawing on insights from the latest DNext Future Study, which revealed that 47% of destination organisations are concerned about their funding, the workshop highlighted the urgent need for compelling advocacy. To secure inward investment and support, convention bureaus must use data-driven storytelling to demonstrate to citizens and governments why the promotion of a destination is so vital.
A central focus of the workshop was shifting the industry narrative away from simple visitor numbers to genuine community impact. Joined by Virginie De Visscher of Destination Canada, the group explored how forward-thinking destinations are moving from volume to value, utilising AI-driven tools like the Canadian Tourism Data Collective to measure wealth and wellbeing. Through dynamic roundtable discussions, attendees were challenged to answer a provocative question: if traditional tourism metrics were entirely removed, how would convention bureaus demonstrate their true value to the local community?
Jane Cunningham: “Increasingly, we’re asking a bigger question. What value is tourism actually creating for the places and people that we actually serve?”
The conversations in Lisbon also navigated the practicalities of evolving funding models and commercial partnerships. With city taxes becoming a growing topic of debate across Europe, Cunningham highlighted how European destinations can draw valuable lessons from established North American models. Ensuring that visitor economy revenue is appropriately ring-fenced allows destination organisations to play a catalytic role. By doing so, they can strategically attract conferences that align with local needs or intellectual capital, ensuring that the destination is promoted for the right reasons and to the benefit of its citizens.
Looking ahead, Destinations International is partnering with Group NAO on a pioneering taxonomies project designed to break down industry silos. By uniting destination organisations with civic leaders such as Eurocities, the initiative champions business events as a force for good with tangible social and economic impacts. Ultimately, connecting the innovation economy with the experience economy creates a holistic destination economy, ensuring that the legacy of business events serves the long-term advancement of the host community.
Further Learning:
Don Welsh and Destination Stewardship: The Right Kind of Growth | WTTC Global Summit 2026
