From August 27 to 31, 2024, we hosted the 38th edition of the Summer School by City Destinations Alliance in Brno. The process that led to Brno being chosen as the host city for this year’s edition has already been detailed in a previous article, showcasing the efforts behind this prestigious event.
The aim of the Summer School, which takes place every year at the end of summer, is to equip newcomers in the MICE industry, event planning, and management with the essential knowledge and skills needed to succeed in this dynamic sector. Brno welcomed 50 professionals from across Europe. Each year, the program combines theoretical insights with practical skills, and this year focused on topics such as sustainability, client relations, bidding, EDI (Equity, Diversity, Inclusion), and the growing influence of artificial intelligence.
The educational program took place entirely at the OREA Congress Hotel, where all participants and instructors were also accommodated. After a welcoming evening filled with a fun quiz, the event unfolded over three days packed with lectures, discussions, and practical workshops. “Our curriculum was designed to provide a balanced blend of foundational knowledge and cutting-edge insights, reflecting the realities of today’s meetings industry,” said Dennis Speet, the main author of the educational program.
Participants had a unique opportunity to learn from prominent figures in the field. In addition to Dennis Speet, Director of the Amsterdam Convention Bureau, they heard from experts such as Gabrielle Austen-Browne, founder of the Diversity Alliance and a leading authority on diversity and inclusion in the events and hospitality sectors; Flavie de Bueil, Director of City Destinations Alliance; Leena Lassila, who focuses on creating innovative tools for sustainable development in Helsinki; Emil Rømer Hansen, a strategic advisor at Group NAO specializing in the use of artificial intelligence in DMOs; and James Latham, editor-in-chief of The Iceberg, an advocate for the concept of “beyond tourism,” which highlights the long-term benefits of congress events for various sectors. Eliška Křížová from the Brno Convention Bureau and Jakub Geisler, head of the Marketing and Tourism Department at the City of Brno, shared insights on how to navigate the challenges of being a “secondary city” and how we are working to become leaders in the congress and events sector.
In addition to the educational content, the Summer School offered ample networking opportunities. For the second evening, we chose the outdoor patio of the Harry Brewery in downtown Brno, where catering was provided, along with a busking band to create a pleasant backdrop for mingling and making connections. “The emulation between people from different settings and backgrounds, sharing the same interest and passion for their jobs… I can easily see myself in the future, in a few years, giving some hints as a speaker, to a new selection of talented recruits, passing on, what I have learned. This passing of the torch and sharing of experience is very meaningful to me,” said Samir El Majid Janin-Manificat, Development Manager at Dijon Bourgogne Tourisme & Congrès.
Friday was dedicated to group work on the assigned task and final presentations. The event culminated in a ceremonial diploma award at the Augustinian Abbey, followed by a gala dinner in the unique Mendel Greenhouse. In her closing speech, Barbara Jamison-Woods, President of City Destinations Alliance, emphasized the importance of continuous education for building a resilient and innovative congress industry.
Eliška Křížová concluded, “We thank the organizing team for their trust and hope that both they and all the students enjoyed their time in Brno and left with valuable experiences and connections.”
By hosting an event of this nature, we aimed to demonstrate that Brno has much to offer to organizers of international events. We are here to support similar events in the future, so if you are planning to organize any event, please reach out directly to our South Moravian venues, or contact us, and we will gladly guide you.
The next edition of the CityDNA Summer School will take place in Luxembourg in August 2025.