GROUP NAO
Group NAO is a Copenhagen-based boutique strategy and ideas bureau founded in 2019 that helps destination management organisations, tourism authorities, cities, and cultural institutions navigate emerging technologies, AI adoption, sustainable tourism, and community engagement across Europe and North America.
- Company typePrivate
- Founded2019
- HeadquartersCopenhagen, Denmark
- Headcount1–10
- GTM typeB2B
- OfferingServices
What GROUP NAO does
Group NAO is a Copenhagen-based strategy and ideas bureau founded in 2019 by Signe Jungersted (CEO) and Peter Rømer Hansen (CCO), positioning itself as a boutique consultancy for the experience economy. The firm serves destination management organisations (DMOs), national and regional tourism authorities, city governments, cultural institutions, and international associations across Europe and North America, with a stated base of 200+ clients. Its five interconnected service lines are Playful AI Services (AI literacy, responsible AI adoption, change leadership), Big Shift Strategies (strategy development, stakeholder engagement, research, proof-of-concept), Love of People & Places (placemaking and community engagement), Collaborative Communities (agenda setting and co-creative events), and New Tomorrows (trend mapping and futures exploration). Flagship programmes include AI Opener for Destinations (300+ professionals from 100+ destinations since 2024), Moving Destin(AI)tions, Time for DMOcracy, and Tourism Taxonomies.
The underlying technology stack is consultancy-grade rather than product-grade: Group NAO applies generative AI tools, facilitation methodologies, and research techniques rather than building proprietary software platforms. Its differentiators include the AI-Kompas responsible-innovation framework, a DMOcracy governance compass, and a benchmarking survey instrument comparing 2023 and 2025 AI adoption across 311 destination professionals. The firm's brand assets — a portfolio of white papers, conferences (e.g., 'Let Pigs Fly' with 270 attendees from 125 destinations), and a WeGenerate podcast — function as content-marketing infrastructure that doubles as agenda-setting influence.
The business model is project-based professional services delivered through direct enterprise engagements, with pricing opaque and quote-driven. Revenue is generated through strategy engagements, research commissions, multi-stakeholder facilitation, conference design, and ongoing learning programmes. Go-to-market relies on thought leadership, conference presence, and referrals from anchor partners including City Destinations Alliance, Miles Partnership, Nordic Council of Ministers, and GDS-Movement. The firm operates globally through a small in-house team supplemented by a network of associated advisers and partner agencies, with Miles Partnership enabling North American delivery without a local office.
GROUP NAO firmographics
Firmographics- Name
- GROUP NAO
- Legal name
- GROUP NAO
- Website
- https://groupnao.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Group NAO is a Copenhagen-based boutique strategy and ideas bureau founded in 2019 that helps destination management organisations, tourism authorities, cities, and cultural institutions navigate emerging technologies, AI adoption, sustainable tourism, and community engagement across Europe and North America.
- Ownership category
- akta.pro rank
GROUP NAO industry classification
Industry- Product category
- Tourism Strategy Consulting
- NAICS
- Convention and Trade Show Organizers (561920)
- SIC
- Services-Management Consulting Services (8742), Services-Membership Organizations (8600)
- akta.pro primary industry
- Customer/User Conferences & Client Advisory Boards (THAHAMAD)
Keywords
Where GROUP NAO is headquartered
LocationHeadquarters
- HQ city
- Copenhagen
- HQ country
- Denmark
- HQ region
- Europe
Offices1 record
Markets served
GROUP NAO business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Others
Revenue model
- Professional Services: Strategy development, research and analysis, organizational change management, and multi-stakeholder facilitation engagements with cities, destinations, cultural institutions, and private businesses. Outcomes typically include actionable strategies, agenda-setting reports, white papers, and organizational alignment.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
GROUP NAO product offering
Product offeringCore offering
Group NAO is a strategy and ideas bureau that helps curious organizations navigate what is next in emerging technologies, urban development, visitor economy, culture, and the arts. It delivers professional services including strategy development, research and analysis, organizational change management, multi-stakeholder facilitation, conference design, and collaborative learning programmes. Outcomes typically include actionable strategies, agenda-setting reports, white papers, high-level international conferences, and organizational alignment for destination management organizations, cities, tourism authorities, cultural institutions, and private businesses.
Product overview
GROUP NAO is a strategy and ideas bureau offering consulting services rather than a unified software product. Their portfolio consists of five interconnected service offerings: (1) Playful AI Services — AI literacy, responsible AI adoption, strategy and policy, and change leadership programmes including AI Opener for Destinations and Moving Destinations; (2) Big Shift Strategies — strategy development, stakeholder engagement, research, and proof-of-concept work; (3) Love of People & Places — placemaking, community engagement, and participatory design; (4) Collaborative Communities — agenda setting and co-creative events; and (5) New Tomorrows — trend mapping and futures exploration. These services are delivered through project work, learning programmes, conferences, and thought leadership for organisations in tourism, urban development, and culture sectors.
Differentiator
Problem solved
Functional benefit
Brands
- NAO: Primary trading name and brand identity for the strategy and ideas bureau.
Products and services
- AI Opener for Destinations Award-nominated collaborative learning programme enabling destination management organizations to adopt AI strategically and responsibly. The programme includes monthly themes covering AI strategy, marketing, conventions and events, tourism information centres, sustainability, an online resource centre, Prompt School, and Botcamp formats.
- Moving Destinations A playful initiative guiding local tourism businesses to test and adopt AI responsibly. Includes pilot programmes giving tourism businesses concrete tools to use AI in practice, from streamlining routine tasks to enhancing customer experiences.
- Playful AI Services Service offering encompassing AI literacy, responsible AI, AI strategy and policy, change leadership, and creative AI. Features programmes like AI-bingo, Digital Escape Room challenges, AI-powered scenario thinking, and keynotes and workshops.
- Big Shift Strategies Strategy development service including stakeholder engagement, research, policy and market analysis, and proof-of-concept. Focuses on understanding landscape, policy frameworks, market forces, societal and technological shifts, and organisational realities.
- Love of People & Places Service offering including placemaking, community engagement, place identity, participatory design, localhood, and audience and attractions. Uses interviews, community workshops, fieldwork, future labs, surveys, and data analysis.
- Collaborative Communities Service offering focused on agenda setting, community building, shared value partnerships, and co-creative events. Builds collaborative communities with global partners exploring strategic shifts in applied AI and sustainable tourism.
- New Tomorrows Futures exploration service including trend mapping, future lab, and proof of concepts. Helps organisations understand bigger picture, challenge assumptions, and set ambitious future-shaping agendas through research and policy studies.
Quantifiable outcome
- Tourism Tax Impact: 1.45 billion DKK annually potential revenue from tourism taxes in Denmark based on current volumes (58x higher than current funding)
- +3 more outcomes
Companies that use GROUP NAO
Customer profileNamed customers16 records
Segments5 records
Ideal customer profiles4 records
GROUP NAO technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability3 records
Feature4 records
GROUP NAO partnerships and signals
Strategic signalPartnerships
20 partnerships are on record, tiered core and minor.
- Miles PartnershipcoreStrategic partner for North American operations and US Cohort Lead for AI Opener for Destinations programme. Collaborates on transatlantic DMOcracy initiative and other collaborative research programmes.
- City Destinations Alliance (CityDNA)coreLong-standing strategic partner for conference programming and collaborative learning programmes including AI Opener for Destinations (2024-2025) and WeGenerate podcast series. Formerly European Cities Marketing.
- European Travel Commission (ETC)coreCollaborative partner for AI Opener for Destinations (2024-2026), contributing expertise on AI adoption in European tourism destinations.
- Edinburgh Futures InstituteminorCollaborative partner for 2026 edition of AI Opener for Destinations programme, providing academic perspective on AI and futures thinking.
- Global Destination Sustainability Movement (GDS-Movement)corePartner in Time for DMOcracy initiative and Moving Destin(AI)tions programme. Provides expertise on destination sustainability and responsible tourism.
- The Travel FoundationminorPartner in Time for DMOcracy transatlantic initiative, contributing expertise on community engagement in tourism governance.
- TCI ResearchminorResearch partner for Time for DMOcracy initiative, providing data and insights on destination performance and community sentiment.
- University of SurreyminorAcademic partner for Time for DMOcracy initiative, contributing research expertise on tourism governance and policy.
- TrippzcoreLead global data provider for Tourism Taxonomies programme, offering comprehensive data and facilitating tourism tax compliance across European cities.
- Centre of Expertise in Leisure, Tourism and Hospitality (CELTH)coreAcademic research partner for Tourism Taxonomies, working with Breda University of Applied Sciences and European Tourism Futures Institute at NHL Stenden University of Applied Sciences.
- EurocitiescoreAdvisory partner for Tourism Taxonomies on behalf of Europe's cities and municipal governments, providing policy perspective on urban tourism funding.
- European Tourism Association (ETOA)minorAdvisory partner for Tourism Taxonomies, contributing industry perspective on European tourism operations and policy.
- Civitas (USA)minorResearch partner for Tourism Taxonomies with deep expertise in North American Tourism Improvement District (TID) funding models.
- Happy42coreCollaborated with Group NAO on Cross-Nordic Travel Contest (XNTC) two-year innovation programme for Nordic tourism.
- Design NationcoreCollaborated with Group NAO on Cross-Nordic Travel Contest innovation journey, bringing design thinking to Nordic tourism challenges.
- Nordic Innovation (Nordic Council of Ministers)coreCommissioned Group NAO to lead XNTC programme, culminating in Policy Study on X-Nordic Tourism Innovation with recommendations for regional innovation roadmap.
- Göteborg & CocoreCollaborated with Group NAO and GDS-Movement to develop 101 Sustainable Ideas platform, a global inspiration hub for sustainable tourism practices.
- Destination FynminorPartner in Moving Destin(AI)tions programme alongside VisitAarhus and VisitDenmark, focused on responsible AI adoption in Danish tourism businesses.
- VisitDenmarkminorNational tourism authority partner in Moving Destin(AI)tions programme, supporting AI adoption across Danish tourism sector.
- Dansk Kyst- og NaturturismeminorPartner in Moving Destin(AI)tions programme, representing Danish coastal and nature tourism interests in AI adoption initiative.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
GROUP NAO competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
GROUP NAO social profiles
Digital presenceGROUP NAO financial estimates
Financial estimateRevenue estimate
Valuation estimate
GROUP NAO leadership team
Management profileNumber of profiles
Profiles7 records
GROUP NAO funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GROUP NAO M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about GROUP NAO
What does GROUP NAO do?
Group NAO is a strategy and ideas bureau that helps curious organizations navigate what is next in emerging technologies, urban development, visitor economy, culture, and the arts. It delivers professional services including strategy development, research and analysis, organizational change management, multi-stakeholder facilitation, conference design, and collaborative learning programmes. Outcomes typically include actionable strategies, agenda-setting reports, white papers, high-level international conferences, and organizational alignment for destination management organizations, cities, tourism authorities, cultural institutions, and private businesses.
Is GROUP NAO a public or private company?
GROUP NAO is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was GROUP NAO founded?
GROUP NAO was founded in 2019. It employs 1 to 10 people.
Where is GROUP NAO based?
GROUP NAO is headquartered in Copenhagen, Denmark, in the Europe region.
How does GROUP NAO make money?
One revenue line is on record: professional Services.
Does GROUP NAO have an API?
No public API is recorded for GROUP NAO.
What industry is GROUP NAO in?
GROUP NAO's product category is Tourism Strategy Consulting. Its primary akta.pro industry code is THAHAMAD, Customer/User Conferences & Client Advisory Boards. Its NAICS code is 561920 and its SIC code is 8742.