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Since 2024, more than 150 destinations across Europe and North America have come together in the AI Opener programme to explore AI, rethink how they work, and learn from each other.
A lot has happened since we started. But the buzz is still buzzing — and so is the hive collective of the AI Opener for Destinations.
AI is reshaping our daily workflows, the tasks we take on, the roles we play, how our teams collaborate and how our organisations operate. And increasingly also how destination organisations connect with partners, visitors and the wider destination.
At AI Opener Botcamp 2026, we Connected the Bots, explored hive minds, collective intelligence, and what happens when we bring people, knowledge, data and AI together.
In 2027, we put those connections to work in our AI Opener Hive Collective.
Across three levels – individual, organisation and destination – we'll get more practical and hands-on than ever before, with real cases and plenty of learning from each other. While also making sure we have time to dive into the bigger questions and longer-term strategic thinking.
In all feedback, hands-on building, practical demos and use cases came out on top. And time came in short.
More Builders' Club with the work happening in the session. Plus new Hive Sprints for those ready to hive deeper.
Destinations in the AIO programme are generous with their use cases, honest about the challenges and keen to learn from others.
And, we will keep adding to the new Destination AI Opener Case Catalogue as we go – in the Resource Centre.
From shared knowledge systems and AI search visibility to platforms designed for people and bots, destinations are tackling bigger, more connected challenges.
Hands-on building across three levels (me, organisation, destination), alongside quarterly Super Sessions with forward-thinking experts and destinations exploring the bigger shifts, strategic choices and longer-term implications.
AI Opener is designed for your whole destination organisation – DMO, RTO, NTO – with unlimited access for all your colleagues.
In 2027, we explore three levels: individual / me, organisation and destination, combining hands-on building with strategic perspectives, real cases and longer-term thinking. Different sessions for different people.
from monthly Builders' Clubto 2027 BotCamp
Hands-on and directly useful. Practical sessions where we explore tools, workflows, and put AI to work. Expect live demos and guided exercises and build-alongs.
On the 2027 list: Individual AI setup, intelligent workflows and agents, MCPs and connectors, LLM updates, AI visibility tracking, new and not-new tools worth unfolding.
The conversations DMOs need to have. Quarterly deep dives into strategic AI issues. With experts and destinations, we dive into key choices, dilemmas, challenges and opportunities that matter for how we lead and work with AI.
On the 2027 list: The future of destination discoverability, trust and governance, opportunities and challenges of a more connected destination.
Small working groups With time and space to dive deeper into a challenge or topic.
Each sprint builds a short playbook, a template or a prototype, then shares it with the whole community.
On the 2027 list: Topics to be decided together. Could include building a marketing mind hive, connecting org. knowledge, tracking AI visibility or designing shared AI workflows.
Two days in person: meet the people behind the bots… Part conference, part playground. Big ideas, playful strategy, use case galore, and plenty of time with the people you've been learning alongside all year.
Cost additional to programme membership, but members get first dibs on seats. Usually sold out.
Jan · Super Session
Kick-off: The AI shifts that will make or break in 2027
Feb · Builders' Club
Your individual AI set-up
Hive Sprint 1
Mar · Builders' Club
Intelligent workflows: agents
Apr · Super Session
State of discoverability
May · Builders' Club
Track your own AI visibility
Hive Sprint 2
Jun · Builders' Club
Team intelligence: marketing
Jul
Summer break
Aug · Super Session
Governance and trust
Sep
BotCamp: two days
In personHive Sprint 3
Oct · Builders' Club
New tools on the block
Nov · Builders' Club
Workflows: data and analytics
Dec · Super Session
The connected destination
Dates and topics are illustrative. We shape the year together with all AI Opener destinations, based on what you want, need and look for.
AI Opener for Destinations focuses on the AI challenges, opportunities and priorities that matter to destinations. Backed by a community of peers, experts and practical resources. And it's a good reason to make time for AI in your calendar.
One membership, unlimited colleagues. From governance discussions, to setting new AI-driven marketing KPIs, to practical upskilling and case-sharing. Bring the right people to the right sessions!
There's always something more urgent than figuring out AI. Builders' Club sessions and Hive Sprints give you a reason to block the calendar and make progress on things that otherwise stay on the to-do list.
Join 100s of destination professionals across Europe and North America. Compare approaches, borrow good ideas, ask curious questions and learn from people facing many of the same challenges.
Group NAO spend a lot of time exploring AI and testing solutions. We're just a click away, always happy to share tips, workflows, or connect you to other destinations.
Three seasons of recordings, BYOs, and worksheets. NEW for 2027: a regularly updated catalogue of destination AI cases, plus a growing collection of tools, MCPs and playbooks.
Two days in-person – it's an annual highlight of the AI Opener. Members get priority access to tickets, which have sold out all three years. Botcamp is optional and comes at an additional cost.
AI Opener is shaped with the destinations that join. The topics are not carved in stone for 2027. They are shaped through the needs, questions and ideas of members. Join and help set the agenda!
The great AI Opener expert advisors help us stay at the forefront of AI: Janette Roush, Chief AI Officer, Brand USA. Joshua Ryan–Saha, Director Travel Tech, EFI. CA Clark, VP of AI, Miles Partnership
4VI amsterdam&partners Athens Development & Destination Management Agency Atout France Austria Tourism Banff & Lake Louise Tourism Breckenridge Tourism Office Cape Breton Island City Destinations Alliance City of Malmö Colorado Tourism Office Congress & Tourismus Nürnberg Copenhagen Capacity Destination DC Destination Florence Convention & Visitors Bureau Destination Fyn Destination Jönköping Destination Nord Destination North Myrtle Beach Destination Toronto Destination Uppsala Destination Vancouver Destination Östersund Discover Lancaster Discover Puerto Rico European Travel Commission Experience Kissimmee Explore Georgia Explore Louisiana Fáilte Ireland Gold of Lapland Gothenburg & CO Graz Tourismus Greater Miami CVB Hamilton County Tourism (IA) Helsinki & Partners Höga Kusten Destinationsutveckling AB IDM Südtyrol Innovation Norway Innsbruck Tourismus Investment and Development Agency of Latvia Kentucky.gov Lausanne Tourism Linköping & CO Luxembourg City Tourist Office Maine Office of Tourism Marketing Dresden Marketing Manchester Martin County (FL) Ministry of Economy & Tourism (Luxembourg) Mt Hood Territory Nashville - The Music City National Tourism Organisation of Montenegro New York City Tourism + Conventions Norwegian Travel Ottawa Tourism San Diego Tourism Authority Slovenian Tourist Board Smålands Turism Stockholm Business Region Switzerland Tourism Tourism Calgary Tourism Canmore Kananaskis Tourism Ireland Tourism Richmond (BC) Travel Alaska Travel Oregon Travel South Dakota Trentino Marketing Turismo de Lisboa USVI Val di Sole Vienna Tourist Board Visit Aarhus Visit Aberdeenshire Visit Antwerp Visit Austin Visit Balaton Visit Berlin Visit Bruges Visit Brussels Visit Buffalo Niagara Visit California Visit Estes Park Visit Estonia Visit Faroe Islands Visit Finland Visit Gdansk Visit Gent Visit Greenland Visit Greenville SC Visit Halland /Region Halland Visit Hungary Visit Košice Visit Lake Charles Visit Leuven Visit Linköping Visit Ljubljana Visit Loudoun Visit Luxembourg Visit Mechelen Visit Mississauga Visit Myrtle Beach Visit Nordvestkysten Visit Norway Visit Oulu Visit Salt Lake Visit Sarasota Visit Skåne Visit St Pete Clearwater Visit Sweden Visit Swedish Lapland Visitors Board Visit Sydsjælland & Møn Visit Tallinn Visit The Northshore Visit Torshavn Visit Västerås VisitDenmark VisitScotland Västerbotten Sweden Wonderful Copenhagen Wyoming Office of Tourism
Want to be part of AI Opener for Destinations 2027?
Get in touch with any of us. We're happy to talk through the programme and what it could do for your destination.
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