Copenhagen declares “end of tourism”

Wonderful Copenhagen reveals four-year strategy
Wonderful Copenhagen says a new destination strategy to lead it through to 2020 and beyond will be “the end of tourism as we know it”.
“Wonderful Copenhagen concludes the end of the era of tourism, as we know it,” the strategy proclaims, half-seriously. “We pay our respects to the tourists of the past, the mass consumers and the passing days of disconnected tourist segmentation between business and leisure, city and countryside, culture and cycling.”
It continues: “We bid farewell to an era of tourism as an isolated industry bubble of culture and leisure experts. We leave behind days of equating tourism marketing with glossy picture-perfect advertising.”
And: “We recognize the expiration of our role as the destination’s promotional superstar, the official Destination Marketing Organization (DMO) with authoritative consumer influence, broadcasting superiority and an exclusive right to promote and shape a destination.”
What comes after the end of tourism? “Localhood for everyone.”
People are at the centre of Wonderful Copenhagen’s new vision, so that the destination’s future will be co-created by residents, industry and visitors.
In part, this emphasis comes in response to the impact tourism can have on the quality of life for residents, for better or for worse. Rather than struggle with mass tourism, Copenhagen suggests a tourism that can benefit locals and visitors alike.
A consulting team at the marketing agency Destination Think! reviewed Wonderful Copenhagen’s strategy before its release. “Think of visitors as temporary residents instead of as tourists,” says its chief strategist William Bakker. “The shift here is that the tourism industry can also help visitors add value to the community.”
Destination Think!


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