Tourism Summit 2025

Magnus Hessbo

Group NAO Senior Advisor and Programme Lead
AI Opener for Destinations

Magnus is Group NAO’s passionate advisor and programme manager that puts both heart and soul into explorative missions. Right now, he has full focus on the second edition of “AI Opener for Destinations”, where more than 70 DMOs have joined a joint AI learning programme – 45 of the mare European. Both European Travel Commission and City Destinations Alliance are Collaborative Partners of the programme. Magnus comes with a diverse background and experience within research, management, media, tourism and market intelligence, and he draws from it all, when he naturally finds alternative paths to solving unusual challenges. He has a unique talent to pedagogically communicate findings from big data sets, and his love for letters is just as big as for numbers. Group NAO’s curiosity levels are constantly recharged by Magnus, and before working at Group NAO he held the position as Marketing Manager Business Intelligence at Visit Stockholm, as well as Chairperson for the Knowledge Group “Research & Insights” at City Destinations Alliance.