Wonderful Copenhagen

What Wonderful Copenhagen does

Wonderful Copenhagen is the official Destination Marketing Organization (DMO) and tourism development company for the Copenhagen capital region in Denmark. Founded in 1992, it operates as a non-profit under a public-sector mandate to promote, develop, and coordinate tourism across the capital region, where tourism was designated the core industry by Danish authorities. The organization runs five internal departments and is structured around several commercial and promotional brands, including VisitCopenhagen (the consumer-facing destination brand), Copenhagen Card (a city-attraction pass product), Convention Bureau (meetings, incentives, conferences, and exhibitions), Cruise Denmark, and MeetDenmark. It also operates the Meetingplace network of 140 member companies spanning hotels, venues, and experience providers, which functions as the connective commercial layer for the regional tourism ecosystem.

The organization's business model blends public-commissioned funding (via mechanisms referenced as FL24/FL25 in the source material) with commercial revenue from Copenhagen Card pass sales, convention and event bookings routed through its bureau, cruise-segment services, and membership-related activities on the Meetingplace network. In 2024 the regional tourism market it serves recorded 11.7 million overnight stays and 40.3 billion DKK in tourism consumption, with 78% of Copenhagen-area citizens expressing support for the organization's mandate. The leadership team consists of CEO Søren Tegen Pedersen, appointed in November 2024, and CFO Henrik Jørgensen, appointed in March 2026.

As a non-profit DMO the entity does not pursue equity-financed growth or venture returns; its strategic role is to develop and position the Copenhagen capital region as a competitive destination for leisure and business visitors while managing the social and environmental pressures associated with a high-volume tourism market.

Name

Wonderful Copenhagen

Legal name

Wonderful Copenhagen

Website

https://wonderfulcopenhagen.dk

Company type

Private

Founded year

2016

Operating status

Operating

Short description

Wonderful Copenhagen is the official non-profit Destination Marketing Organization for the Copenhagen capital region, promoting tourism across brands including VisitCopenhagen, Copenhagen Card, Convention Bureau, Cruise Denmark, and MeetDenmark, and operating a 140-member Meetingplace network of regional hotels, venues, and experience providers.

Ownership category

akta.pro rank

Product category

Destination Marketing Organization

NAICS

Convention and Visitors Bureaus (561591)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Sustainable & Responsible Incentives (Carbon Management, ESG Reporting) (THAHADAO)

akta.pro secondary industry

Sustainability Training, Consulting & ESG Advisory (Operational Playbooks, Staff Training) (THAAANAL)

Keywords

• Destination marketing organization
• Convention bureau services
• MICE event attraction
• Leisure tourism marketing
• Sustainable tourism development

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others, Technology or R&D

Revenue model

1. Non-profit funding model: Wonderful Copenhagen operates as a non-profit organization with the purpose of promoting and developing business and leisure tourism for public benefit. The organization receives funding from public sources (municipal and national) and manages membership-based networks like Meetingplace.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Wonderful Copenhagen is the official non-profit tourism organization for Denmark's Copenhagen capital region, operating on a non-profit basis to promote and develop both business (MICE) and leisure tourism. The organization attracts international congresses, corporate meetings, and events through the Copenhagen Convention Bureau and MeetDenmark network, while marketing Copenhagen as a year-round leisure destination via VisitCopenhagen and the Copenhagen Card attractions pass. It coordinates public-private stakeholders, drives sustainability initiatives such as CopenPay, and produces tourism intelligence for the regional industry.

Product overview

Wonderful Copenhagen is the official tourism organization for the Copenhagen metropolitan area, operating a portfolio of branded products and initiatives rather than a unified software platform. The core offerings include VisitCopenhagen (consumer tourism portal), Copenhagen Card (attractions pass), Cruise Denmark (cruise tourism), and Copenhagen Convention Bureau (business events/MICE). Supporting these are specialized initiatives like CopenPay (sustainable behavior rewards), Copenhagen Legacy Lab (event legacy maximization), and Sustainable Choice CPH (sustainability certification support). The organization also manages national programs through MeetDenmark and runs collaborative development projects including Tourism Moves, Tourism+Culture Lab, Land & By, Hub for Innovation in Tourism, and CULTIGEN, covering areas from urban neighborhood tourism to cultural tourism development and innovation in the tourism sector.

Differentiator

Problem solved

Functional benefit

Brands

• VisitCopenhagen: Official consumer-facing tourism website and brand for Copenhagen, covering attractions, neighborhoods, trips, events, and visitor information.
• Copenhagen Card
• Copenhagen Convention Bureau (CVB)
• Cruise Denmark – Copenhagen and beyond
• Travel Trade
• MeetDenmark
• MOSAIK
• Copenhagen Legacy Lab
• Copenhagen Life Science
• Planet Copenhagen
• CopenPay
• Meetingplace
• Copenhagen Media Center

Products and services

• Copenhagen Card A tourist pass product providing unlimited public transportation and free or discounted entry to over 80 attractions and museums in Copenhagen and surrounding areas; sold directly to leisure travellers.
• Copenhagen Convention Bureau (CVB) The B2B congress and event attraction service of Wonderful Copenhagen, supporting international associations, corporate meeting planners, and incentive buyers with multi-year bidding processes, supplier coordination via Meetingplace, and legacy planning through Copenhagen Legacy Lab.
• Cruise Denmark – Copenhagen and beyond A B2B cruise tourism development channel coordinating cruise line partnerships, port information, and excursion experiences for Copenhagen and other Danish ports.
• MeetDenmark National development company for business and meeting tourism across 11 Danish destinations; operates as a competence center developing knowledge and tools for destinations and industry companies, with secretariat hosted at Wonderful Copenhagen.
• CopenPay Sustainable tourism incentive initiative rewarding tourists for behaviours such as cycling, public transport use, and museum visits; launched globally and running year-round.
• Copenhagen Legacy Lab Program focused on maximizing broader societal legacy and value creation from hosting congresses and events, linking events to Danish strengths in climate, green transition, and health.

Quantifiable outcome

• 11.7 million overnight stays in Copenhagen (2024)
• +4 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered major, minor and core.

• Sustainable Choice CPH partnersmajorStrategic or Co-development Partner · 1 June 2021Partners: Dansk Erhverv, HORESTA/Green Key, Danske Restauranter og Caféer (DRC), Dansk Kyst- og Naturturisme, DOT, VisitDenmark, and Københavns Kommune. Project to strengthen Copenhagen's sustainability position in Global Destination Sustainability Index. Funded by Danmarks Erhvervsfremmebestyrelse.
• Tourism Moves partnersminorStrategic or Co-development Partner · 1 January 2019Partners: Metroselskabet, By&Havn, Københavns Kommune, and HORESTA. Project using tourism as positive force supporting local citizen desires for urban development.
• Tourism+Culture Lab partnersminorStrategic or Co-development Partner · 1 January 2016Culture institution partners including: Nationalmuseet, Karen Blixen Museet, Designmuseum Danmark, Statens Museum for Kunst, Dansk Arkitektur Center, Kulturværftet, M/S Museet for Søfart, Cisternerne, Glyptoteket, and others. Project to strengthen Greater Copenhagen as cultural destination.
• Meetingplace networkcoreStrategic or Co-development PartnerNetwork of 140 private companies actively contributing to collaboration on attracting congresses, business events, and culture/sport events to Copenhagen. Companies include hotels, venues, agencies, and tourism service providers.
• MeetDenmarkcoreStrategic or Co-development PartnerNational development company for business and meeting tourism. The secretariat is located at Wonderful Copenhagen. MeetDenmark encompasses 11 Danish destinations working with business tourism. Functions as a competence center developing knowledge and tools for destinations and industry companies.
• Copenhagen Legacy LabcoreStrategic or Co-development PartnerLegacy initiative working to maximize broader value creation from congress and event hosting - linking events to Danish strengths in climate, green transition, and health.
• VisitDenmarkmajorStrategic or Co-development PartnerNational tourism organization. Wonderful Copenhagen collaborates on national tourism branding and international marketing campaigns.
• Land & By partnersmajorStrategic or Co-development PartnerPartners include: VisitLolland-Falster, VisitOdsherred, VisitSydSjælland-Møn, VisitVestsjælland, VisitNordsjælland, Dansk Kyst- og Naturturisme, VisitDenmark, Københavns Kommune, Absalon, RUC. Project to increase tourism flow from Copenhagen to all of Zealand and islands.
• CULTIGENminorStrategic or Co-development PartnerNew EU initiative providing knowledge and input for more sustainable tourism that cities worldwide can be inspired by.
• Hub for Innovation in TourismminorStrategic or Co-development PartnerWorks to strengthen entrepreneurship and competitiveness in Danish tourism across city tourism, coastal/nature tourism, and business/meeting tourism.
• MOSAIKminorStrategic or Co-development PartnerPlatform for knowledge and business development at the intersection of culture and tourism.
• Erhvervsfyrtårn Life Science partnershipmajorStrategic or Co-development PartnerPartnership for Public-Private development of health and welfare solutions. Partners include regions, municipalities, pension funds, knowledge institutions, and SMEs. Wonderful Copenhagen contributes to branding Copenhagen Life Science nationally and internationally.

Scale indicators11 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Visit Oslo: Oslo's official destination marketing organization, directly comparable as a Scandinavian capital-city DMO with overlapping focus on sustainability, MICE attraction, and year-round tourism strategies.
• Helsinki Partners: City-level partnership organization for Helsinki with a destination development and city-marketing remit comparable to Wonderful Copenhagen's capital-region tourism mandate.
• Visit Stockholm: Nordic capital-city DMO with comparable mandate covering leisure tourism, MICE attraction, and cruise promotion for the Stockholm region, making it a close peer in scale, mission, and operating model.
• VisitDenmark: Denmark's national tourism organization and a strategic partner of Wonderful Copenhagen; directly comparable as a non-profit DMO promoting Denmark internationally with overlapping brand and marketing functions.
• Amsterdam & Partners: Destination marketing organization for the Amsterdam metropolitan region, structurally analogous to Wonderful Copenhagen as a non-profit DMO promoting leisure, MICE, and cultural tourism for a single capital city.
• visit.brussels: Brussels' official tourism and convention bureau combining leisure marketing with congress attraction — structurally analogous to Wonderful Copenhagen's CVB-plus-DMO combination in a European capital.
• visitBerlin (Berlin Tourismus & Kongress): Berlin's official tourism marketing entity combining leisure promotion with a convention bureau, structurally similar to Wonderful Copenhagen's integrated DMO-plus-CVB model in a European capital.

Others

• BestCities Global Alliance: Alliance of leading convention bureaus (including Copenhagen) that pools resources for international congress bidding; relevant peer ecosystem participant where Wonderful Copenhagen's CVB competes for and wins association congresses.

Broad incumbents

• London & Partners: Larger-scale London DMO operating the city's official convention bureau and leisure marketing channels; broader in scope but directly comparable in its integrated leisure-plus-MICE remit for a major European capital.
• Turisme de Barcelona: Barcelona's municipal tourism body managing both leisure promotion and the city's convention bureau; comparable in integrated DMO-plus-MICE structure but operating at significantly larger visitor scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/wonderful-copenhagen
• Xx.com/Wonderful_CPH

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wonderful Copenhagen