Focus for the Danish congress efforts

Denmark holds a relatively strong position in the competition for international congresses. Denmark is currently ranked 19th on ICCA's world ranking. 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.

Hosting international congresses thus creates – beyond the direct tourism-economic impact – a platform for knowledge transfer to Danish companies, new international networks and collaborations, talent attraction, profiling and so on – particularly within Danish areas of strength in business and research (for example the national clusters).

Today, the number of congress bids submitted by the four major Danish city destinations is largely limited by a lack of resources for the bidding work – rather than by a lack of opportunities in the market. At the same time, there is no single private player with an incentive to handle the years-long and complex bidding processes, since the benefits of congresses are spread broadly among a wide range of stakeholders across the destination and the country.

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. There is therefore considerable potential in strengthening the bidding work aimed at the period in and around the first quarter.

With funding from the so-called Tourism Reserves, MeetDenmark and the four major Danish city destinations are currently working in particular on the following:

• identifying, bidding on and winning more international congresses for Denmark in and around the first quarter, when there is available capacity at hotels, venues and so on
• developing and launching recurring congresses in and around the first quarter together with Danish areas of strength
• placing particular focus on the international congresses assessed to be capable of creating the greatest value for Danish business, research and local communities alike (legacy)
• strengthening the involvement of Danish researchers and universities – for example through communication about the opportunities for (free) assistance from the destinations and the effects that hosting a congress can create for the researcher, their university and society.

In addition, VisitDenmark will place extra focus on the international branding and marketing of Denmark as a congress destination – for instance by emphasising Denmark's areas of strength.