Market focus: Meetings and trade fairs
One of MeetDenmark's four strategic focus areas is developing international meeting tourism across Denmark, especially outside the major cities. It aims to strengthen Danish meeting destinations' knowledge, decision-making, competencies and product development.
A significant share of the revenue, value creation and employment in Danish tourism comes from meeting tourism. In addition, meeting tourism can be an important instrument for creating more sustainable growth in tourism - partly because meeting tourists have very high daily spending and at the same time help fill capacity outside the peak season of leisure tourism.
Meeting tourism has historically been concentrated primarily in larger cities. Over recent years, however, demand for different kinds of meetings and for new, smaller destinations has grown. Many destinations have recognised this potential, which is why international competition in the meetings market is considerable.
At both national and local political level, and among industry stakeholders, there is a desire for Denmark to pursue this potential as well and to work towards strengthening the international competitiveness and visibility of the smaller Danish meeting destinations.
MeetDenmark supports the development of international business and meeting tourism across Denmark. The association's strategic focus on international meetings and trade fairs and on meeting tourism outside the major cities was introduced in MeetDenmark's most recent strategy, 'Når verden mødes i Danmark 2025-2027'. The background for this was the association's expansion with 7 new member destinations.
MeetDenmark's efforts in the meetings area are financed by the so-called Tourism Reserve for the period 2024-2027.
