Day 1 reflections: reputation, trust, and the uncomfortable middle ground Day one of the CityDNA CEO Summit in Barcelona set a clear tone early on.  The opening framing by the CityDNA leadership and hosts in Barcelona made that explicit. Cities are operating in turbulent conditions where tourism is no longer judged only by its economic contribution, but by how it shows up in everyday urban life.  Global turbulence, local consequences The keynote from WTTC reinforced something many of us already sense intuitively: global tourism performance cannot be separated from geopolitics, climate pressure, social licence, and institutional trust. What was particularly relevant from a city perspective was the emphasis on reputation as a form of resilience. Destinations that lose credibility with residents, policymakers, or international partners become fragile very quickly, regardless of demand curves or connectivity statistics. What struck me was how closely this global framing aligned wi...

Today I travelled from London to New York, via Paris and Athens, in about an hour. I did not leave my desk. I spent some time playing with AI-generated images, using ChatGPT’s Create image function and a single reference photo of my own face. I placed “myself” into a handful of familiar city settings and let the system do the rest. I generated several images that might create a sense of travelling. This was partly curiosity, partly play. But it is also very directly connected to my PhD work. My research looks at how rural DMOs can use AI in tourism promotion in ways that are effective, ethical, and grounded in local values. Not to replace real places or experiences, but to understand what these tools actually do, how they feel to audiences, and where the boundaries should be. Using my own face was a deliberate choice. It avoids copyright issues, ensures consent is clear, and keeps the experiment transparent. Every image you see in this post is AI-generated, and every face in those imag...

One of the most important questions for any destination is not how attractive it looks from the outside, but how it feels from within. In autumn 2025, Taloustutkimus carried out a large-scale survey on local attitudes toward tourism, events, and culture in Oulu. 771 residents responded. For the first time, we have a comprehensive picture of how people who live here actually see tourism and its role in the city. The results are quietly encouraging. A strong majority of Oulu residents view tourism, events, and culture positively. Tourism is supported by 86 percent of respondents, while events and culture receive 87 percent approval. Growth itself is not seen as a threat. 82 percent respond positively to increasing visitor numbers, and 70 percent support developing tourism as one of Oulu’s key industries. These figures matter because they cut against a common assumption that residents are becoming broadly resistant to tourism. In Oulu’s case, the message is more nuanced. People see va...

Seasonality has long shaped the rhythm of tourism — peak summers, quiet winters, and everything in between. But as global travel patterns evolve, tourism leaders are stepping up to ask: can we do better? The Tourism Seasonality Summit 2025, hosted in Seville, brought together destination managers, airline professionals, tourism tech innovators, and entrepreneurs to explore exactly that. With every panel, keynote, and networking session, one message came through loud and clear: the low season is full of untapped potential. Opening the Dialogue: A New Era for Tourism In the opening remarks, Ged Brown (Low Season Traveller) and Steven Small (Routes) reminded us that post-pandemic recovery is a double-edged sword. Yes, arrivals are up — but so are the pressures on destinations, residents, and the environment. The goal? Rebalancing tourism so it brings benefits throughout the year, not just during high season. Check session takeaways Keynote 1: The European Outlook Adolfo Reyes from the WTT...

In tourism, as in life, there’s a fine line between reacting, responding, and leading. Each approach has its place, but the difference lies in the intention, strategy, and outcomes. Over the years, I’ve seen these approaches play out repeatedly in the industry, shaping destinations, creating opportunities, and sometimes, missing them entirely. For me, this is not just an academic distinction; it’s a principle that has guided my career. In tourism, you can either be the trailblazer, setting your own course, or follow someone else’s lead. And while I firmly believe in charting your own path, I also know the importance of responding to the opportunities that emerge around you. Reacting: The Pitfall of Short-Term Thinking Reacting is immediate. It’s reflexive. It’s what happens when you notice a trend and rush to jump on the bandwagon without fully understanding it. While reaction can sometimes yield short-term wins, it often leads to unsustainable outcomes. It’s the equivalent of chasing ...

I am happy to share that I am embarking on a new chapter in my academic and professional journey: pursuing a PhD! My first step in this journey is completing the Diploma in Advanced Research, a foundational milestone that will equip me with the skills and knowledge necessary to delve deeper into the world of academic exploration. As I begin this journey, I am particularly inspired by the intersection of Artificial Intelligence (AI) and sustainability in the context of Destination Management Organizations (DMOs). Tourism is a dynamic and ever-changing industry, and I believe that DMOs play a pivotal role in shaping its future. However, there are still significant research gaps in understanding how AI can be harnessed to optimize resource management, reduce environmental footprints, and promote responsible tourism. My goal is to identify a PhD thesis topic that bridges these gaps, creating a body of work that is both academically valuable and practically impactful. I am particularly moti...