Innovation and entrepreneurship
A high level of innovation is important if Danish business and meeting tourism is to remain competitive and attract international business. Developing startups and closer interplay between entrepreneurs and the industry's established companies are intended to strengthen innovation.
After decades of stable growth and familiar business models, business and meeting tourism is today marked by greater uncertainty. This is due, among other things, to new working and meeting cultures arising from the pandemic, as well as ever-better opportunities to meet online. Likewise, geopolitical unrest and the rapidly growing focus on the environment and climate create a need for greater value creation around physical meetings, so that meetings increasingly outweigh their various costs.
It is therefore essential that Danish congress and meeting destinations, along with the industry's companies, develop and adapt products and business models to meet the new behavioural and demand patterns of meeting tourists.
To strengthen innovation and entrepreneurship in Danish tourism, MeetDenmark – together with the two other national tourism development companies in Denmark (Dansk Storbyturisme and Dansk Kyst- og Naturturisme) – has established the "Hub for Innovation in Tourism" (HIT). HIT aims to help strengthen the ecosystem for entrepreneurs with solutions aimed at tourism, and to create synergy between startups, established tourism companies and educational environments.
HIT is supported by the Danish Board of Business Development and the EU.