AI OPENER FOR DESTINATIONS
An Explorative Project on Artificial Intelligence in Destination Management & Marketing
– Learn more how to join the 2026 edition below!
An Explorative Project on Artificial Intelligence in Destination Management & Marketing
AI Opener for Destinations is an ongoing collaborative learning programme initiated and designed by Group NAO. It is a curious exploration into Generative AI and how its applications are changing the global landscape of tourism and destination, along with its impacts on the focus, functions, and competencies of NTOs, RTOs, DMOs and CVBs. The goal of the programme is to enable and support the 100+ destinations that at some point have taken part in the programme when developing their own AI strategies and gaining the full creative and organisational potential of AI, without losing sight of the ethical and legal challenges that come with it.
The learning programme is relevant to any destination that wants to empower its organisation with updated insights, use cases, inspiration, new tools, policies, strategic framework, and ethical guidelines in the deployment of AI technologies.
Each month, the programme delves into a specific topic that enables the deployment of AI technologies across all functions of the DMO and also the latest AI trends, such as overarching AI strategy, marketing, conventions and events, tourism information centres, sustainability, and more.
In the programme, we also conduct extensive research and destination interviews. We curate and moderate the 12 online learning sessions (live). We have created an online resource centre, built AI tools overview, and collected best practice case studies for all destination partners. Once a year, there is also a 2-day in-person event focusing on practical AI-upskilling for destination professionals as well as the most important and strategical parts of AI.
To date, 300+ destination professionals from 100+ European and North American destinations/cities have joined the 12-month explorative programme that involves live learning sessions, prompt school, tool teasers, deep dives, Botcamps, prototyping peers, and peer-sharing platform. The first European edition of ‘AI Opener for Destinations’ kicked off in late January 2024, followed by the US Cohort that started two months after in March 2024. In late 2024, many Canadian destinations joined as well, being merged with the US cohort (North Amercian cohort). The programme is about to launch its third season, and you can download information about AI Opener for Destinations 2026 below.
JOIN THE 2026 SEASON OF
AI OPENER FOR DESTINATIONS!
AI Opener for Destinations 2026 is now open for new sign-ups. The third edition of the programme will unfold in 6 new formats, including industry sessions (invite your partners!), Super Sessions and DMO Core Function sessions, as well as a new Builders’ Club for practical AI learning. Join a growing peer community of 300+ professionals shaping the AI future of destinations.
Download the programme overview, and don’t hesitate to reach out if you want to know more about it by emailing nao@groupnao.com We are just an email away.
CLIENTS & PARTNERS
- 100+ destination partners (European, American and Canadian)
- Strategic Partners and US Cohort Lead: Miles Partnership
- Global AI experts with DMO expertise are co-steering the programme
- Collaborative Partners: City Destination Alliance (CityDNA, 2024-2025) & European Travel Commission (ETC, 2024-2026) and Edinburgh Futures Institute (2026)
