MeetDenmark's Strategy

Business tourism creates great value for Danish society in terms of turnover and jobs. The member destinations of MeetDenmark, in collaboration with local and national partners, attracts approx. 100.000 international delegates annually which creates a significant economic value.

However, the potential of business tourism is significantly greater than the direct economic value. Most of the international congresses that are attracted to Denmark are within Life Science, IT and green technology as these fields are Danish strongholds. When the world's leading international researchers, specialists and decisionmakers in these fields gather for congresses in Denmark, there is a potential for a much larger and broader societal value.

The Mission of MeetDenmark is for business tourism to be actively used as a lever for the development of businesses and society in Denmark. And our vision is to be recognised as one of the most innovative destinations within business tourism.

The overall goals of MeetDenmark are to facilitate a sustainable development in Danish business tourism, good framework conditions, strong international competitiveness and innovation and growth in Danish companies.

MeetDenmark has four focus areas. These are:

1. To attract international congresses: We develop ever more competitive bids for international congresses in strong partnerships with Danish knowledge environments, authorities, organizations, businesses etc. We strengthen the international image and knowledge of Denmark as a leading business tourism destination.
2. To create a broader societal value: We activate the knowledge of international researchers, specialists and decisionmakers in Denmark. We facilitate greater and better interaction between local stakeholders and the international congress delegates.
3. To develop, collect and share knowledge: We collect and share knowledge about the development of relevant markets and use it to ensure future business development. We develop competences and tools for stakeholders within Danish business tourism.
4. To work in close collaboration and partnership: We work to strengthen the framework conditions and competitiveness of stakeholders in Danish business tourism through increased dialogue and partnerships. We strengthen our common voice to communicate the broader societal value of business tourism. We work for increased focus on business tourism both locally and nationally.

The MeetDenmark strategy is currently only in Danish.

January 2020