Market and potential analyses
MeetDenmark has prepared 11 market and potential analyses for its 11 member destinations, plus an overarching report. The purpose is to strengthen Danish meeting destinations outside the major cities in their efforts to attract more international meeting business.
In recent years, there has been growing national and local interest in strengthening business and meeting tourism outside Denmark's largest cities. This is partly because business and meeting tourism is an obvious instrument for creating more sustainable growth in Danish tourism. Business and meeting tourists have the highest daily spend of all tourist segments, and at the same time they visit destinations on weekdays and outside the peak season, which provides a basis for year-round employment, settlement and so on. In addition, Danish hosting of international meetings, trade fairs and congresses constitutes a platform for knowledge transfer, the establishment of new international networks and collaborations, talent attraction and the profiling of Danish companies, solutions and competencies.
Strengthening international meeting tourism outside the major cities also holds considerable economic potential – both for the individual destinations and for Denmark as a whole. A conservative calculation shows that a 5% increase in meeting tourism outside the major cities would raise local tourism revenue outside the peak season by approximately DKK 200 million annually, while a 20% increase could potentially raise revenue by approximately DKK 800 million.
If Denmark is to stand stronger in the competition to attract meeting activities with international participation, it is essential to have a clear understanding of the market requirements that influence demand. At the same time, it is important to have in-depth knowledge of the destinations and their products as they are today.
MeetDenmark has therefore, throughout 2025, and with the help of the advisory firm T&N Hospitality Advisors and funding from the FL24 Tourism Reserve, carried out market and potential analyses for each of the 11 member destinations, as well as an overarching national analysis. As mentioned, the focus of the analyses is outside the major cities, since the larger cities have, to a greater extent, already established structures and experience aimed at the international meeting markets. At the same time, there is growing international demand for smaller meeting destinations that can offer something different from the major cities.
The analyses will strengthen the knowledge and decision-making basis of Danish meeting destinations and form the foundation for developing local strategic action plans. In these plans, stakeholders at the respective destinations will jointly set the direction and define concrete actions to help develop each destination's meeting product and international competitiveness in the years ahead.
Read the full press release here.
Below you can read the 11 destination analyses and the overarching national report. (Available in Danish only.)
Destination Analyses
