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ARoS Aarhus Art Museum (photo: VisitAarhus)

Aarhus and Airbnb partner for promotion

The online housing giant will collaborate with VisitAarhus in promoting the city and attracting new visitor segments.

Aarhus has become the first city in Denmark to forge a cooperation deal with the accommodation rental site Airbnb in an effort to promote the city and boost tourism, the Copenhagen Post reports.

VisitAarhus and Airbnb announced the agreement as Denmark’s second city attempts to reach the ambitious goal of doubling tourism by 2025.

Airbnb must now take part in marketing efforts, contributing to the costs of promoting Aarhus to attract more guests, particularly in reaching out to new segments.

“Our target is to double the number of overnight stays to 2 million by 2025, and Airbnb is a strong and necessary partner in achieving that kind of growth,” believes VisitAarhus chief Peer H Kristensen.

“It’s in the city’s DNA to embrace development and utilise it positively. The partnership grants us knowledge and access to an attractive and growing segment that can spread the narrative of Aarhus to new corners of the world.”

City ambassadors
Last year, 61,500 people stayed in Aarhus in Airbnb accommodation, for an average of 3.5 nights. The new deal allows the 4,000 local Airbnb hosts to be considered as Aarhus ‘ambassadors’. Meetings involving the ambassadors have already been held.

Airbnb’s representative for the Nordic countries and the Netherlands, Pieter Guldemond, thinks the partnership will benefit both parties.

“Airbnb’s unique travel format attracts more and more guests to Aarhus, generating new sources of income for the citizens of the city,” he says.

“Airbnb cooperates with tourist organisation and ministries across the world, but the partnership with VisitAarhus is the first of its kind in Denmark.”

Wary of the rampant popularity of Airbnb and the effect it can have on rental and property prices for local people, the Danish government reached an agreement with the company last year to make it harder for renters to skip taxes. Airbnb agreed to report hosts’ income to Danish authorities.

Hotels not worried
According to VisitAarhus, there is no concern that Airbnb will cannibalise the hotel market in the city. Some hotels agree.

“Our experience has been that more capacity means increased tourism,” says Jesper Buus, director at Scandic Hotels Denmark West.

“So we are very optimistic that Airbnb is now joining the collaboration with VisitAarhus and committing itself to efforts to increasing tourism in Aarhus for the benefit of all of us.”

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