Since 2024, when the joint AI learning programme for destination professionals started, ‘AI Opener for Destinations’ has grown into an AI learning community of over 100 participating DMOs and close to 300 destination professionals across Europe, USA and Canada. The 2026 edition brings together returning and new destinations to explore how to move towards organisation-wide, strategic and responsible AI adoption.
In 2026, we are introducing six distinct formats in the 12-month programme so you and your colleagues can plug in where it matters: Sessions focused on AI for DMO core functions (from generative search and AI trip planners to AI for convention sales and more), a hands-on Builder’s Club, partner sessions for hotels and attractions, quarterly Super Sessions, a senior leadership roundtable on strategy and governance, and our in-person Botcamp.
What are the most important reasons to join AI Opener for Destinations 2026? In a nutshell:
- 6 distinct formats – built on participant feedback for strong focus on DMO core functions, getting practical with Builder’s Club, possibility to invite partners, getting your leadership on board, and looking ahead on major trends and shifts.
- Learn from global leaders – explore the next wave of AI for destinations with international AI experts and thought leaders, including the AI Opener Expert Advisors, Janette Roush (Brand USA) and Joshua Ryan-Saha (Edinburgh Futures Institute).
- Bring your partners – invite hotels, attractions, and museums into dedicated partner sessions to spread knowledge and build a shared AI mindset across your destination.
- Quarterly Super Sessions – go big on future AI trends and emerging challenges in data, trust, and automation – with leading practitioners, thinkers, and AI players.
- AI Opener Resource Center – your growing library of recordings, guides, Tool Teasers, and a new AI-powered assistant to help you find what you need, when you need it.
- Priority access & early bird – secure your spot for the annual AI Opener Botcamp, part conference, part playground.
- Join 100+ destinations and 300 peers – from Europe and North America, building a shared understanding of how AI transforms destination work. Involve your whole organisation – there are no seat limits.
Please see the full proposal for all details.
Any questions at all? Please reach out to Magnus Hessbo or Signe Jungersted at nao@groupnao.com to save your seat (or address any questions you might have). Let’s AI-advance together!
‘AI Opener for Destinations’ is initiated by Group NAO, and European Travel Commission and Edinburgh Futures Institute are Collaborative Partners in the European cohort. Miles Partnership is strategic partner and runs the North American cohort.
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