Practical AI Starts Here

AI is moving fast, and organisations, in destinations and beyond, need to figure out how to face that reality. That’s why Botcamp was created. Designed and delivered by Group NAO, Botcamp is an annual in-person learning experience focused on practical AI upskilling for destination professionals. Across its 2024 and 2025 editions, Botcamp brought together over 100 destination professionals from across Europe to explore how AI can be applied responsibly and strategically within destination organisations.

The focus is hands-on. Over two intensive days, participants build and test AI use cases, tackle policies to guide responsible AI use, and exchange experiences with peers facing similar challenges. Topics range from everyday applications and internal workflows to partnerships, governance, and emerging AI developments. Botcamp also creates space for the hard conversations. Through shared dilemmas and practical challenges, participants confront questions of trust, accountability, and responsibility, and co-develop principles for ethical AI use that reflect the realities of destination work.

Botcamp is deliberately practical and social. Learning happens through doing, debating, and testing ideas together, including through playful formats like an AI escape room challenge. In addition, lead experts, previously from organisations such as Brand USA, Skyscanner, TUI, and the University of Edinburgh, join to share their insights and experiences. The result is an intense, inspiring, and fun opportunity for destinations to learn AI by doing… and by doing it together!