delegates walking

Kickstarting Danish Business tourism

Photo: Martin Heiberg

The meetings industry has been hit hard by Covid-19. To help the Danish meetings industry recover, The Danish Executive Board for Business Development and Growth, is investing in a project together with MeetDenmark to kickstart business tourism in Denmark.

The meetings industry has been hit hard by Covid-19. Many congresses in 2020 have been postponed, cancelled or are moving online. Even though restrictions on travel and large gatherings in Denmark and the rest of Europe are slowly lifting, the industry must still address the uncertainty, skepticism and fear among customers and delegates. This natural caution and restraint will continue for years to come.

Therefore, it is a considerable risk that the meetings industry, which is fundamentally dependent on gathering many people from across the world, will be the last tourism segment to recover. This can be fatal for a large number of tourism companies, which have meetings and congresses as their primary area of business.

To support the Danish meetings industry, The Danish Executive Board for Business Development and Growth, is investing in a project to kickstart business tourism with MeetDenmark and the four largest business tourism destinations in Denmark. Among the focus areas of the kickstart project are the development of competencies and tools for:

  • Hybrid meetings
  • Security and health
  • Corporate meetings and incentive travel
  • Virtual site inspections
  • Winning new business for the future
  • Assisting incoming congresses in postponing instead of cancelling

As the project progresses, we will share new insights and results on this website.

International congress delegates have the highest daily consumption (about 4.000 DKK/day) among all tourist segments. Thus, the congress tourism that MeetDenmark's destinations attract each year together with local partners, creates a turnover of approx. 1.3 billion DKK and approx. 1.800 full-time positions. In addition to these direct economic effects are the broader societal impacts of bringing more than 100.000 of the world's leading researchers, specialists and decisionmakers to Denmark each year. To read more about this, check out the content on outreach and legacy on this website.