VisitHerning
- Company typePrivate
- Founded1965
- HeadquartersHerning, Denmark
- Headcount11–50
- GTM typeB2C
- OfferingServices
VisitHerning firmographics
Firmographics- Name
- VisitHerning
- Legal name
- VisitHerning
- Website
- https://visitherning.com
- Company type
- Private
- Founded year
- 1965
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
VisitHerning industry classification
Industry- Product category
- Destination Marketing and Tourism Services
- NAICS
- Tour Operators (561520), Tour Operators (56152)
- SIC
- Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers) (THAAAGAD)
- akta.pro secondary industries
- Cultural/Heritage Multi-Day Tour Operators (THAKADAF), Museum & Landmark Guided Tours (Skip-the-line/Docent-led) (THAJAAAC), Recreation & Activity Services (Hiking, Boating, Climbing, Fishing—Guided/Authorized) (THAAAGAF)
Keywords
Where VisitHerning is headquartered
LocationHeadquarters
- HQ city
- Herning
- HQ country
- Denmark
- HQ region
- Europe
Offices1 record
Markets served
VisitHerning business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure
Revenue model
- Accommodation Booking Commission: VisitHerning operates OrgaNicer, their booking department that handles accommodation reservations for hotels, B&Bs, and holiday rentals in Herning and Ikast-Brande. The booking system manages capacity for approximately 40 B&B locations and hotels across the area.
- Business Membership Program: Local businesses (restaurants, cafes, galleries, museums, B&Bs) can become members of VisitHerning for a fee. Members receive visibility on the website, app, touchscreens, brochure placement in the shop, and access to member-only newsletters.
- Event and Meeting Services: OrgaNicer provides professional event and meeting planning services to corporate clients, helping organize events at venues like Jyske Bank Boxen and MCH Messecenter Herning.
Go-to-market motion2 records
Distribution channels5 records
Marketing channels7 records
VisitHerning product offering
Product offeringCore offering
VisitHerning operates the official destination marketing organization (DMO) for the Herning and Ikast-Brande municipalities in Central Jutland, Denmark. It provides free consumer-facing tourist information (events, attractions, dining, accommodation) through its website, mobile app, touchscreen kiosks and physical tourist office, while generating revenue through OrgaNicer accommodation booking commissions, a business membership program for local tourism providers, and professional event/meeting planning services. It also markets the destination as a combined business-events and cultural-arts hub, anchored by Jyske Bank Boxen, MCH Messecenter Herning, and the Kunstlandet art district.
Product overview
VisitHerning is a destination marketing organization operating a digital tourism platform for Herning and Ikast-Brande in Central Jutland, Denmark. The core offering consists of the VisitHerning.com website and companion mobile app, which aggregate events, attractions, dining, and accommodation options. Booking functionality is handled through the integrated OrgaNicer platform, which manages reservations for hotels, Bed & Breakfasts, holiday rentals, and campsites. VisitHerning also operates the tourist information office in Herning city centre, produces the VisitHerning magazine and guide, maintains touchscreen information kiosks across the destination, and offers a business membership program. The Kunstlandet art district brand unites cultural attractions including HEART museum, Carl-Henning Pedersen & Else Alfelts Museum, public sculpture routes, and the annual International Street Art Festival in Brande.
Differentiator
Problem solved
Functional benefit
Products and services
- VisitHerning Tourism Website Bilingual (English/Danish) consumer tourism portal covering events, attractions, restaurants, accommodation, activities, and practical visitor information for Herning and Ikast-Brande.
- VisitHerning Mobile Application Smartphone app (iOS/Android) providing location-based tourism information, event listings, and booking access for visitors on the move in Herning and Ikast-Brande.
- OrgaNicer Accommodation Booking Platform Online booking system operated as part of VisitHerning that handles accommodation reservations for hotels, Bed & Breakfasts, holiday apartments, holiday homes, campsites, and shelters across approximately 40 B&Bs and hotels in Herning and Ikast-Brande.
- OrgaNicer Meeting and Event Agency Professional event and meeting planning bureau within VisitHerning that provides event planning assistance, venue sourcing, and coordination services for corporate clients and groups hosting events at Jyske Bank Boxen, MCH Messecenter Herning, and other destination venues.
- VisitHerning Business Membership Program Subscription membership for local tourism businesses (restaurants, cafés, galleries, museums, B&Bs, hotels) providing listing on the VisitHerning website and app, inclusion on the 13 touchscreen kiosks, brochure placement in the tourist shop, and access to the member-only newsletter reaching 15,000-25,000 monthly website visitors.
- VisitHerning Touchscreen Information Kiosks Network of 13 self-service digital touchscreen kiosks installed across hotels, museums, and public venues in Herning, providing 24/7 visitor information about restaurants, accommodation, attractions, and services.
- VisitHerning Tourist Magazine Print and digital brand magazine featuring attractions, activities, dining, and events in Herning and Ikast-Brande, published in Danish and English.
Quantifiable outcome
- 15,000-25,000 monthly website visitors
- +1 more outcomes
Companies that use VisitHerning
Customer profileNamed customers7 records
Segments5 records
Ideal customer profiles3 records
VisitHerning technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
VisitHerning partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- Herning MunicipalitycoreHerning Municipality collaborates with VisitHerning on tourism development and information services. The municipality provides support for development projects and is a key strategic partner in promoting the destination.
- Ikast-Brande MunicipalitycoreIkast-Brande Municipality partners with VisitHerning for tourism development in the combined destination area. Joint efforts support visitor promotion and tourism infrastructure.
- Danmarks Erhvervsfremmebestyrelse (Danish Board of Business Development)coreThe Danish Board of Business Development provides funding and strategic support for VisitHerning's tourism development projects, serving as a national government partner.
- OrgaNicercoreOrgaNicer is described as 'a national meeting and event agency and a part of VisitHerning.' It operates as VisitHerning's meeting and event bureau with complete overview of accommodation capacities. Handles booking for accommodation and event planning services.
- VisitDenmarkminorVisitHerning collaborates with VisitDenmark on web accessibility initiatives and broader national tourism marketing efforts.
Scale indicators4 records
VisitHerning competitors and assessment
Company assessmentRegional players
- VisitJersey: National DMO for Jersey offering visitor information, accommodation booking, and business membership in a small island destination. Comparable as a smaller-scale regional DMO but operating in a different geography with stronger leisure-travel seasonality.
Direct peers
- Stockholm Business Region: Public DMO handling visitor information, business events/conventions, and destination marketing for the Stockholm region. Comparable in combining leisure and MICE/event bureau functions within a single municipal-backed organization.
- VisitOSLO: Official DMO for the Oslo region, combining visitor information, accommodation booking, event listings, and local business partnerships. Closely comparable Nordic regional DMO model to VisitHerning.
- VisitAalborg: Regional Danish DMO serving Aalborg and surrounding municipalities in North Jutland. Directly comparable structure: visitor information portal, accommodation booking, event promotion, and local business membership program for a mid-sized Danish regional destination.
- Wonderful Copenhagen: Official DMO for the Copenhagen region, combining visitor information, event coordination (including congress bureau), and business membership programs. Same operating model as VisitHerning at significantly larger scale and international scope.
- VisitAarhus: Regional Danish DMO covering Aarhus and surrounding municipalities. Directly comparable to VisitHerning in mandate (visitor information, accommodation booking via partner platform, business membership) and target audience, but operates in a larger and more internationally recognized destination.
- VisitOdense: Destination marketing organization for Odense on the island of Funen. Comparable DMO model with visitor portal, event listings, accommodation booking partnerships, and member business network for a regional Danish city.
Broad incumbents
- Visit Flanders: Regional tourism authority for the Flanders region in Belgium. Comparable in combining cultural content (art, heritage, museums) with a regional DMO mandate, though at significantly larger scale and broader international marketing scope.
- VisitDenmark: National tourism board of Denmark. VisitHerning is already a partner in its ecosystem. Acts as the broad incumbent promoting Denmark overall, while VisitHerning executes destination marketing for the Herning/Ikast-Brande catchment.
- Tourism New Zealand: National DMO combining consumer website, content marketing, business events bureau (Business Events New Zealand), and trade membership. Comparable in the integrated consumer + events + membership model that VisitHerning operates at a smaller regional scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
VisitHerning social profiles
Digital presenceVisitHerning financial estimates
Financial estimateRevenue estimate
Valuation estimate
VisitHerning leadership team
Management profileNumber of profiles
Profiles1 record
VisitHerning subsidiaries and ownership
Company hierarchySubsidiaries1 record
VisitHerning funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
VisitHerning M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about VisitHerning
What does VisitHerning do?
VisitHerning operates the official destination marketing organization (DMO) for the Herning and Ikast-Brande municipalities in Central Jutland, Denmark. It provides free consumer-facing tourist information (events, attractions, dining, accommodation) through its website, mobile app, touchscreen kiosks and physical tourist office, while generating revenue through OrgaNicer accommodation booking commissions, a business membership program for local tourism providers, and professional event/meeting planning services. It also markets the destination as a combined business-events and cultural-arts hub, anchored by Jyske Bank Boxen, MCH Messecenter Herning, and the Kunstlandet art district.
Is VisitHerning a public or private company?
VisitHerning is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was VisitHerning founded?
VisitHerning was founded in 1965. It employs 11 to 50 people.
Where is VisitHerning based?
VisitHerning is headquartered in Herning, Denmark, in the Europe region.
How does VisitHerning make money?
Three revenue lines are on record. Accommodation Booking Commission is the primary driver. The others are business Membership Program and event and Meeting Services.
Who are VisitHerning's main competitors?
VisitJersey is listed as a regional player. Direct peers are Stockholm Business Region, VisitOSLO, VisitAalborg, Wonderful Copenhagen, VisitAarhus and VisitOdense. Broad incumbents are Visit Flanders, VisitDenmark and Tourism New Zealand.
Does VisitHerning have an API?
No public API is recorded for VisitHerning.
What industry is VisitHerning in?
VisitHerning's product category is Destination Marketing and Tourism Services. Its primary akta.pro industry code is THAAAGAD, Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers), with a secondary code of THAKADAF, Cultural/Heritage Multi-Day Tour Operators. Its NAICS code is 561520 and its SIC code is 7900.