Let's boost the local tourism industry with AI!

VisitAarhus, the destination management organisation (DMO) of Denmark's second largest city, is determined to elevate AI adoption in the local visitor economy…. and discover a new role for DMOs, too. Moving Destin(AI)tions is a bold, playful initiative reimagining how AI can empower tourism businesses to learn, experiment, and lead responsibly. At a time when AI is reshaping industries worldwide, this national programme invites the tourism sector to explore not just the tools, but the mindset, collaboration, and ethics behind digital transformation.

Artificial intelligence has arrived in Danish tourism faster than most expected. According to Group NAO’s survey of over 200 organisations, nearly all have tried AI tools like ChatGPT, yet only a fraction use them strategically. Many see AI's potential, from smarter guest communication to more efficient operations, but barriers like the lack of time, skills, and clear strategy remain.

On this backdrop, VisitAarhus initiated and unfolded Moving Destin(AI)tions, to turn existing challenges into opportunities for collective learning and growth. Here, pilot programmes respond to the industry needs, giving over 80 local tourism business concrete tools to us AI in practice, from streamlining routine tasks to enhancing customer experiences. All participants meet in three high-energy “AiRENA” gatherings – creative arenas for shared learning, ethics, and inspiration, ensuring AI experimentation stays human, responsible, and fun. Together with Prompto, the project’s cheerful mascot, Moving Destin(AI)tions is reshaping Danish tourism with AI, playfully and responsibly.