A joint strategy for Danish tourism

In 2009 a strategy was developed for Danish tourism as a whole - a strategy that sets out a joint course and formulates a shared ambition for the direction Denmark as a tourist destination is to pursue. The strategy is entitled “Our Journey – the joint strategy for Danish tourism towards 2015”.

A large number of persons involved in Danish tourism have contributed to the development of the strategy, from public sector tourism actors at national, regional and local levels, educational institutions, industry associations and the tourism industry to other actors within the experience economy.

Our Journey will be realised in the spirit of cooperation. It is entirely up to the individual to define his or her role, set targets and become a part of the joint strategy for Denmark as a tourist destination.

VisitDenmark is one of the central actors in the implementation of the joint strategy, and based on the prioritisations and choices made in Our Journey, VisitDenmark has developed its own corporate strategy towards 2017 which now will be implemented.

The many persons who have expressed their views in connection with Our Journey and VisitDenmark’s corporate strategy have pointed out a clear task for VisitDenmark: To attract a larger number of international, value-creating visitors to Denmark.

VisitDenmark's strategy

VisitDenmark’s corporate strategy towards 2017 sets out the direction for a new VisitDenmark.
It is our purpose to attract value-generating visitors to Denmark through international marketing, in cooperation with private and public sector partners.

It is also our purpose to undertake tourism research and to communicate knowledge about Denmark as a tourist destination. With the clear objective of attracting a greater number of international visitors to Denmark, VisitDenmark contributes to creating a transparent distribution of roles in the public sector tourism marketing system. This means that, going forward, a number of tasks will be performed by other parties. These tasks are competence and destination development as well as policy tasks on behalf of the Ministry of Economic and Business Affairs.


VisitDenmark’s strategy towards 2017 will lead to the following three
significant changes compared with previously:

1. Focus on value-generating target groups across the markets
Going forward, VisitDenmark will market Denmark as a tourist destination
to nine target groups which, in Our Journey, have been selected as the
target groups expected to generate the biggest value for the tourism
industry.
The target groups are the starting point for all the international marketing
that VisitDenmark is involved in. This means that we are changing the
focus from primarily targeting specific markets to promoting Denmark as
a tourist destination to target groups across different markets. We will
also undertake more cross-national campaigns than previously.
Focus will also in future be on the neighbouring markets, where most
visitors traditionally come from. In addition, VisitDenmark will target a
number of markets with growth potential for Danish tourism and as part
of this plan we will test the potentials of new markets in, for example,
Asia and South America.
 
2. Closer partnership relations
Cooperation with and within the tourism industry is the key to success.
VisitDenmark’s strategy towards 2017 sets the stage for closer
cooperation with both private and public sector partners, who will have
greater influence on the international marketing.
We will enter into long-term partnerships with enterprises and other
players in Danish tourism, with the aim of attracting a greater number of
value-generating visitors to Denmark.

3. Targeted marketing organisation
Going forward, VisitDenmark will increase the resources to be spent on
international campaigns. At the same time, we will give higher priority
to the activities aimed at meetings tourism, a target group that is
particularly growth-generating.

Download the strategy here