convention, MICE, meetings, destinations, Denmark
Photo: MeetDenmark

Danish destinations seek more impactful MICE

Four of Denmark’s leading meetings destinations have joined together to give international conventions a bigger impact for both associations and destinations.

Four leading Danish meetings destinations, VisitAalborg, VisitAarhus, Inspiring Denmark and Wonderful Copenhagen, have come together in the alliance MeetDenmark to help provide better results for international conventions.

Travel Daily News reports that the program includes an innovative new model of collaboration between meeting organisers and host communities. Local businesses being a particular focus.

The new program is being launched during IMEX in Frankfurt by Allan Tambo Christiansen, head of conventions for Visit Aarhus, and Bettina Reventlow-Mourier, deputy convention director and head of congress for Wonderful Copenhagen.

“Our goal is to build a new world-leading model for outreach,” Reventlow-Mourier says. “We want to create a significant value-add for the international associations coming to Denmark. We are focused on helping associations achieve greater impacts in fulfilling their own goals and missions while also strengthening the value of visiting congresses for Danish society beyond the traditional direct economic benefits. We’re looking to develop a powerful nexus between community goals and association goals.”

New level of impact
The organisation believes the new model can create a powerful offer of added value when bidding for international conventions.

“We feel that if we do this well, we have a point of difference,” Christiansen says. “We see this as part of our national brand. We want Denmark to be seen as world-leading in terms of pro-actively building meeting impacts and legacies. And, we think that associations will be interested in what we have to offer. We want to help them find new ways of engaging with our communities because we think there is an opportunity to do things in a much different way.”

The overall goal is for both associations and local stakeholders to get to a new level of impact.

“We want everyone saying ‘WOW’ when the meeting is over,” Christiansen said, “and, then three years later we want them to still be talking about the difference that meeting made. One of the keys to that is for our community to maintain the relationship with the associations after the meeting has come and gone, and to keep working on achieving key outcomes.”

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