Toppen af Danmark

What Toppen af Danmark does

Toppen af Danmark F.M.B.A. is a Danish cooperative association (CVR 25450388) operating as the local destination marketing organization (DMO) and tourism bureau for the Vendsyssel region in northernmost Denmark, headquartered at Vestre Strandvej 10, 9900 Skagen. Founded in 2013 and employing 11–50 people, it functions as a one-stop platform for domestic and international visitors seeking to plan and book vacations across more than ten coastal towns including Skagen, Frederikshavn, Sæby, Hirtshals, Løkken, Lønstrup, Blokhus, and Hjørring. Its portfolio combines online booking for accommodations (hotels, vacation homes, camping) with curated on-the-ground experiences such as the Skagen Salmon factory tour (149 DKK/person), the S. 486 Sajoni shrimp boat tour (115 DKK/adult), five guided Skagen city walks, golf, wellness, fishing, canoeing, cycling, and hiking, as well as a digital Slow Guide containing 300+ free cultural experiences.

The underlying technology stack is conventional: a WordPress website (toppenafdanmark.dk) with multi-language support (Danish, English, German), the Visit Vendsyssel sub-platform, and standard marketing tools (Mailchimp, Facebook Pixel, DoubleClick, Google Analytics). No proprietary technology, APIs, SDKs, mobile apps, or AI/ML systems are disclosed. The company operates a commission- and transaction-fee-based revenue model, taking fees on vacation home bookings routed through the Feriehuse.dk partnership (20,000+ summer house guests annually) and on ticket sales for experiences and event packages (e.g., VinterbaderFestival packages ranging from 590 DKK to 2,245 DKK per person). Marketing channels combine a physical tourist office in Skagen, a ~50,000-subscriber newsletter, 70,000+ combined social media followers, QR-coded physical collateral targeting German visitors, and an event calendar covering the region's festivals.

The business is member-governed, with member organizations (hotels, restaurants, museums, bus companies, guides, event providers) collectively forming the cooperative. Upcoming strategic product launches include Oplevelsescenter Maskinrummet (June 2025), Skagen Marathon 2026 (October 2026), Skagen VinterbaderFestival 2027 (January 2027), and Skagen Food Festival 2027, which will feature MICHELIN Guide Culinary Showcases in both Aalborg and Skagen. The company is privately held with no disclosed funding rounds, parent company, M&A activity, or revenue figures.

Name

Toppen af Danmark

Legal name

Toppen af Danmark F.M.B.A.

Website

https://toppenafdanmark.dk

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Toppen af Danmark is a Danish cooperative tourism bureau (founded 2013, 11–50 employees, Skagen) that books accommodations and curates regional experiences for visitors to the Vendsyssel region across more than ten coastal towns, earning commission and transaction fees on vacation homes, hotels, and ticketed tours and events.

Ownership category

akta.pro rank

Product category

Tourism Services

NAICS

Tour Operators (561520), Traveler Accommodation (7211), Tour Operators (56152)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Full-Service Destination Management (Ground Handling & Onsite Operations) (THAHADAA)

akta.pro secondary industries

Experiential & Cultural Programming (Tours, Activities, CSR/Voluntourism) (THAHADAF), Museum & Landmark Guided Tours (Skip-the-line/Docent-led) (THAJAAAC), Adventure & Outdoor Local Operators (Trekking/Safari/Diving) (THAKAEAF)

Keywords

• Tourism services
• Vacation booking
• Destination marketing
• Guided tour experiences
• Accommodation booking

Headquarters

HQ city

Skagen

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vacation booking services: Commission-based revenue from booking vacation homes, hotels, and experiences for visitors to the Toppen af Danmark region.
2. Experience packages: Revenue from curated experience packages combining accommodations with local activities and events.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Toppen af Danmark is the local tourist bureau for the Vendsyssel region in Northern Denmark, providing vacation planning, accommodation booking (hotels, vacation homes, camping huts), and curated local experiences. The company operates the Visit Vendsyssel digital platform, the Slow Guide for free cultural experiences, and a physical tourist office in Skagen. Revenue comes from commissions on bookings and sales of curated experience packages including guided tours, factory visits, and seasonal festivals.

Product overview

Toppen af Danmark is a local tourist bureau in Northern Denmark (Vendsyssel region) offering a unified platform combining digital booking services, curated experiences, and regional guides. The portfolio includes the Visit Vendsyssel discovery platform reaching 20,000+ summer house guests annually, the Slow Guide with 300+ free cultural experiences, Feriehuse.dk for holiday house bookings, and various on-the-ground experiences such as factory tours (Skagen Salmon), boat tours, guided city walks, golf, wellness, fishing, canoeing, cycling, and hiking. The company acts as a central hub for tourism promotion, connecting visitors with accommodations, restaurants, activities, and events across towns including Skagen, Frederikshavn, Sæby, Hirtshals, Løkken, Lønstrup, and Blokhus.

Differentiator

Problem solved

Functional benefit

Brands

• Slow Guide: A curated guide featuring over 300 free experiences within antiques, galleries, and arts and crafts, offered year-round regardless of weather.

Products and services

• Visit Vendsyssel Digital platform serving as a regional guide to experiences in Vendsyssel, North Jutland. Reaches over 20,000 summer house guests annually, serves as first touchpoint for 140,000+ cruise passengers, and reaches nearly 50,000 through newsletters and 70,000+ on social media channels.
• Slow Guide Interactive guide showcasing over 300 free experiences within secondhand, antiques, galleries, and arts and crafts. Allows exploration of Vendsyssel through a map-based interface featuring local artisans, unique antiques, and cultural experiences.
• Skagen Salmon Tours Guided factory tours at the Skagen Salmon facility covering the production journey from salmon eggs to finished product. Tours run multiple times weekly, include a tasting session, and last 1.5 hours at 149 DKK per person.
• S. 486 Sajoni Shrimp Boat Tours Guided tours aboard the fishing vessel S. 486 Sajoni, offering insight into shrimp fishing, life as a fisherman, and industry conditions, with tasting of freshly caught shrimp at 115 DKK per adult. Limited spaces per tour.
• Guided Tours in Skagen Five different guided walking tours in Skagen: Cemetery Walk, Fishermen's Vesterby, Painters' Østerby, Morning Tour at Skagen Harbor with rescue station visit, and the new Ulrik Plesner architecture tour.
• Golf Experiences Golf opportunities across multiple courses in the region, including pay-and-play facilities at Vennebjerg Golf, one of North Jutland's largest pay-and-play facilities.
• Wellness Services Wellness centers offering various forms of well-being for body and soul, including beauty treatments, massage, fitness, health, recreation, and relaxation.
• Fishing Experiences Coastal and pier fishing, river and stream fishing, and put-and-take lake fishing opportunities, with target species including sea trout, flatfish, cod, and eel.
• Children's Activities Family-friendly attractions and activities including canoe tours, horseback riding, cycling, beach activities, and visits to Råbjerg Mile (Denmark's largest migrating sand dune), Grenen, and Pikkerbakken.
• Canoe Tours Canoe rentals and guided trips along rivers, with options for day trips or multi-day camping adventures. Canoes available for rental from around Easter to October.
• Cycling Tours Cycling routes throughout North Jutland including national and regional routes, coast-to-coast options, and mountain bike trails. Bike rental available.
• Hiking Trails Hiking routes including North Sea Trail (over 5,000 km), Clover Paths in multiple towns, and the historic Hærvejen pilgrimage route.
• Event Calendar Online event calendar featuring live music, concerts, culture, nature events, and local happenings throughout the Skagen and Vendsyssel region.
• Skagen Guide Digital guide available for download covering attractions, accommodations, restaurants, guided tours, and other experiences in Skagen.
• Sæby Guide Digital guide covering Sæby's attractions, harbor, nature, and includes a city map for navigation.
• Skagen Food Festival 2027 New culinary festival taking place across Skagen and Vendsyssel, featuring local ingredients, passionate chefs, unique locations, and stories about the food and region. Includes two 'The MICHELIN Guide Culinary Showcases' - one in Aalborg and one in Skagen.
• Skagen Marathon 2026 Annual nature-focused running event in Skagen, open to all runners, scheduled for Saturday 3 October 2026.
• Skagen VinterbaderFestival 2027 Winter swimming festival featuring sauna, ice baths, wild baths, guided tours, and community events. New additions include saunagus on first-come-first-served basis. Package pricing ranges from 590 DKK per person (hostel) to 2,245 DKK per person (hotel).

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core.

• Feriehuse.dkcoreChannel Partner/ Reseller/ DistributorPartnership for vacation home distribution. Through this collaboration, Toppen af Danmark reaches more than 20,000 summer house guests annually, providing booking access and promotional opportunities.
• Skagen SalmoncoreStrategic or Co-development PartnerSkagen Salmon is an innovative salmon factory offering guided tours. Toppen af Danmark promotes and sells tickets for these tours as part of their experience portfolio, featuring factory visits with storytelling from egg to finished product, concluding with a tasting.
• Visit VendsysselcoreChannel Partner/ Reseller/ DistributorVisit Vendsyssel is a platform created by Toppen af Danmark to strengthen tourism in Vendsyssel. The platform aggregates content from multiple local partners including hotels, restaurants, attractions, and event providers, reaching nearly 50,000 newsletter subscribers and 70,000+ social media followers.
• Toppen af Danmark members and partnerscoreChannel Partner/ Reseller/ DistributorThe organization's members include hotels, local partners, bus companies, guides, restaurants, museums, and event providers who collaborate to deliver comprehensive tourism services across the region.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• VisitAarhus: Regional Danish tourism organization for the Aarhus area, offering curated local experiences, accommodation booking, and event promotion. Most directly comparable as a Danish regional DMO/DMC hybrid with similar mix of cultural, culinary, and outdoor experiences.
• Feriepartner: Danish holiday home rental agency specializing in summer houses across Danish coastal regions. Comparable as a regional Danish vacation home distribution partner competing for the same holiday-rental customer segment.

Regional players

• VisitFlanders: Regional tourism organization for Flanders, Belgium, promoting cultural heritage, cycling routes, and culinary experiences. Comparable as a European regional DMO with similar blend of heritage tourism and active outdoor offerings.
• VisitScotland: National tourism organization for Scotland offering curated regional experiences, accommodation booking, and event promotion. Comparable as a non-Danish European DMO with similar cooperative-style operating model and emphasis on natural/cultural heritage.
• VisitSweden / Visit Skåne: Swedish regional tourism organization for Skåne promoting coastal towns, culinary experiences, and outdoor activities. Comparable as a neighboring Nordic regional DMO with similar product mix (coastal experiences, cycling, gastronomy).
• Visit Norway: National tourism board for Norway promoting fjord, coastal, and outdoor experiences. Comparable as a Nordic DMO emphasizing nature-based and outdoor tourism, though operating at country scale.

Broad incumbents

• GetYourGuide: Global OTA for tours, activities, and experiences. Comparable as a distribution channel competing for the same customer intent (booking curated local experiences), though operates at platform scale rather than single-region curation.
• VisitDenmark: National DMO for Denmark promoting the entire country to international visitors. Comparable as a destination marketing organization but operates at country rather than regional scale, with overlapping mandate to promote Northern Jutland destinations including Skagen.
• Switzerland Tourism: National tourism board for Switzerland combining destination marketing, curated experiences, and event promotion. Comparable as a national-scale DMO with established tourism brand and similar alpine/coastal experience portfolio.
• Wonderful Copenhagen: Official Danish regional DMO for the Copenhagen region, combining destination marketing with experience curation and event ownership. Comparable operating model (cooperative/partnership-based, B2C focus) at larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCQtsrWeWDqvoy564nf9ibKg
• Facebookfacebook.com/toppenafdanmark
• Instagraminstagram.com/toppenafdanmark
• Xx.com/turisthusnord

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Toppen af Danmark