The FL25 Tourism Reserve: Congresses in the first quarter and international meeting tourism outside the major cities

Background

Denmark holds a relatively strong position in the competition for the major international congresses. However, competition to win congresses is increasing – partly because of the very high daily spend of congress delegates and the potential of congresses as an instrument for spreading the season and for innovation and growth in local business. The period in and around the first quarter is particularly challenging, as this is when the fewest congresses are on the market and international competition is therefore greater. It is also during this cold period that the competitiveness of Danish congress destinations is at its lowest and the least business is won.

Congresses take place primarily in the four major Danish cities, which have the necessary facilities, capacity and infrastructure. But international meetings, trade fairs, events and so on have also historically been centred around the major cities. Owing to growing demand for new, smaller meeting destinations and for a closer interplay with nature and destination, however, there is now considered to be an obvious opportunity to win more international meeting tourism at the destinations outside the major cities. Yet international competition is fierce in this market too. Becoming truly relevant and attractive to international meeting buyers requires destination and product development.

Purpose and main efforts

The overall purpose of the project is to strengthen sustainable growth in Danish business and meeting tourism. The grant is implemented through two main efforts:

Main effort 1: To increase the attraction of international congresses and conferences to the four major Danish cities – with particular focus on the period in and around the first quarter, and to strengthen the involvement of Danish researchers and universities.

Main effort 2: To strengthen local product development and international positioning in order to attract more international meeting guests to the Danish meeting destinations outside the four major cities throughout the entire calendar year.

Main effort 1: Attracting congresses to the period in and around the first quarter

Three activity tracks have been defined under main effort 1:

• Developing bids on congresses placed in and around the first quarter
• Cross-cutting efforts – including greater involvement of Danish universities and researchers
• Developing our own congresses and so on in and around the first quarter in collaboration with Danish areas of strength

Main effort 2: Developing international meeting tourism outside the major cities

Three activity tracks have been defined in main effort 2:

• Local product and partnership development
• Local development of internationally oriented sales and presentation materials
• International market access: competence development as well as network and relationship building

The strategic connection between the efforts under the FL24 Tourism Reserve and the three activity tracks under the FL25 grant is visualised in the figure below.

In addition to the three activity tracks, MeetDenmark – in collaboration with the member destinations – will also launch cross-cutting/joint activities within the 10 overall recommendations and 47 proposed actions presented in the national market and potential analysis (February 2026).