The Elephant in the Room 

The 2023 City Destination Alliance (CityDNA) International Conference & General Assembly in Sofia (April 19-22) brings out the elephant in the room in the tourism industry What can destinations do to deliver better visitor experiences if the destination is out of hand(s)? Is growth becoming the mammoth of tourism – and is the idea of quality tourism the white elephant of destination management? How sustainable can a meeting be if you have to fly to get there? 

These and numerous other elephants were addressed in a 3-day conference along with international thought leaders such as Jon Alexander, New Citizenship Project, that addressed the key to citizen shift, Janette Roush, New York & Company, that uncovered the impact of generative AI on the tourism workforce, and Philip Mondor, Tourism HR/ Canada, forecasting the future of work and tourism HR.   

Group NAO designed and developed the ‘Elephant in the Room’ concept, assembled and coordinated the programme with more than 40+ speakers, as well as moderated the 3-day conference.  


City Destinations Alliance


  • Conference concept and design 
  • Call for speakers and speakers coordination 
  • Programme curating and programming 
  • 3-day conference moderation