Before the energy of PCMA Convening EMEA 2025 took over Rotterdam, a powerful gathering of destination leaders assembled at the iconic Heineken Building for a session hosted by Destinations International (DI). Welcomed by Jane Cunningham, DI’s director of European engagement, the event brought together global voices seeking to explore the future of destination leadership, placemaking, and organisational excellence.
Here are the standout insights and outcomes from this dynamic pre-conference session:
1. Defining the future of destination leadership
Cassandra Gilbertson, managing director of MMGY Next Factor, unveiled findings from the 2025 DestinationNEXT Future Study, sparking deep reflection among the assembled audience. The study identified eight forces shaping the next era of destination leadership, including:
- Advocacy as a strategic imperative
- Economic and geopolitical navigation
- Organisational scalability
- Place-shaping for prosperity
- AI-driven, authentic marketing
- Intentional event strategies
- Regenerative resilience
- Workforce and organisational readiness
Among all of these points, there was a single statistic that resonated strongly in the room: 42% of destinations report funding is at risk within the next three years. This sobering insight underscored the urgency for destination organisations to evolve, with advocacy now seen as a core leadership function, a bridge between reputation and relevance.
2. Roundtable realities: resilience, readiness, and community alignment
In breakout discussions, leaders including Melissa Riley (Washington, D.C.), Rory Archibald (VisitScotland), and Monica Garcia (Barcelona Convention Bureau) shared candid perspectives on the challenges they face and — even better — the creative strategies they’re deploying to surmount these obstacles.
Barcelona’s approach to overtourism and resident sentiment stood out. Monica highlighted the delicate balance between economic reliance on tourism and community wellbeing, emphasising the need for transparent, empathetic communication with both visitors and locals.
Destinations are grappling with similar issues across the board, but the collaborative spirit and shared solutions showcased the strength of the global DMO community.
3. Rotterdam’s vision for a resilient future
As host city for PCMA Convening EMEA, Rotterdam’s story was front and centre. Erik van Essen, managing director of Rotterdam Partners, shared how the city is building a future-proof economy through strategic city marketing and stakeholder collaboration.
With more than 240 partners, Rotterdam Partners works hand-in-hand with the city’s greatest ambassadors — its people — to create a vibrant, welcoming experience. Their mission? To attract international business, conferences, and visitors while ensuring a liveable city for all Rotterdammers.
4. Placemaking with purpose: Insights from Simpleview EMEA Summit
Bringing the conversation full circle, I had the opportunity to share highlights from the Simpleview EMEA Summit in Brighton, particularly the keynote by Frank Cuypers on authentic placemaking.
Frank’s message was clear: Destinations must align their messaging with the DNA of their place to avoid falling into the “sea of sameness.” This sparked rich dialogue around creativity, differentiation, and the power of storytelling in destination marketing.
5. Innovation, storytelling, and organisational excellence
The day concluded with forward-looking insights from Anita Paic (Vienna Convention Bureau) and Joel Walton (Destination Canada), who explored how data and AI are transforming both storytelling and operations.
From enhancing visitor engagement to streamlining internal processes, the conversation highlighted the need for tech-enabled, human-centred strategies that elevate destination experiences.
A launchpad for learning at PCMA Convening EMEA
This session set the tone for three days of education, networking, and inspiration at PCMA Convening EMEA. The themes of resilience, innovation, and authenticity echoed throughout the conference, reinforcing the importance of collaboration and bold leadership in shaping the future of our industry.
As we look ahead, one thing is clear: Destination organisations are not just adapting —they’re lighting the way forward in an ever-evolving sector.
