VisitHerning

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

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

• Destination marketing organization
• Tourism information services
• Accommodation booking platform
• Event and meeting planning
• Cultural tourism marketing

Headquarters

HQ city

Herning

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. 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.
2. 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.
3. 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

Core 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

Named customers7 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• Herning MunicipalitycoreStrategic or Co-development PartnerHerning 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 MunicipalitycoreStrategic or Co-development PartnerIkast-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)coreStrategic or Co-development PartnerThe Danish Board of Business Development provides funding and strategic support for VisitHerning's tourism development projects, serving as a national government partner.
• OrgaNicercoreStrategic or Co-development PartnerOrgaNicer 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.
• VisitDenmarkminorStrategic or Co-development PartnerVisitHerning collaborates with VisitDenmark on web accessibility initiatives and broader national tourism marketing efforts.

Scale indicators4 records

Regional 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

• Facebookfacebook.com/VisitHerning
• Instagraminstagram.com/visit_herning
• Xx.com/VisitHerning
• LinkedInlinkedin.com/company/visitherning

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

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 VisitHerning