Today's accounting of tourism is far from all-inclusive. Tourism contributes to climate challenges and overtourism, but it also offers much more positive social value. We want to shed light on tourism’s true impact on society and the world - its positive and negative effects, and its direct and indirect. This is why our strategy is called Copenhagen, All inclusive.

Our goal is become part of the solution and not the problem. To develop tourism in a way that contributes positively to local, national, and global development when everything is accounted for and to inspire others to do the same.

Tourism has superpowers, and these powers must be harnessed if we want the world to become a better destination. We are on a mission to ensure that a trip to Copenhagen creates a better world than if the guest stayed home. All inclusive.