Award-nominated collaborative learning programme enabling destinations to adopt AI strategically and responsibly.
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Award-nominated collaborative learning programme enabling destinations to adopt AI strategically and responsibly.
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 destinations, along with its impacts on the focus, functions, and competencies of NTOs, RTOs, DMOs and CVBs. The programme has enabled and supported the 100+ destinations that have taken part in the programme with developing their own AI strategies and realising 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, a strategic framework, and ethical guidelines in the deployment of AI technologies. It provides a space where destination professionals can explore AI without pressure or pretence – sharing uncertainties, testing new ideas, and building organisational readiness together.
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. Since its launch in January 2024, 300+ destination professionals from 100+ European and North American destinations have joined the 12-month explorative programme editions that involve live learning sessions, prompt school, tool teasers, deep dives, Botcamps, prototyping peers, and a peer-sharing platform.
Shortlisted for the 2025 Skift IDEA Awards in the VISIONARY 2030 category, AI Opener continues to reshape how destinations learn and lead with AI. And with 2026 editions launching now, you can be part of it, too!
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. Ready to shape the AI future of your destination? Then come and join 300+ peers already doing it!
Download the programme overview, and shoot your questions at nao@groupnao.com
Visit project website
Initiated, designed and led by Group NAO involving
about the programme here and check out the 2026 edition details here.
(2024-2026)