VisitNorthwest Coast

What VisitNorthwest Coast does

VisitNordvestkysten is a Danish destination management organization (DMO) serving the Northwest Coast of Denmark across five municipalities: Hjørring, Holstebro, Jammerbugt, Lemvig, and Thisted. The organization markets and promotes the region as a tourism destination, operating a multilingual consumer-facing website (visitnordvestkysten.dk in Danish, English, Norwegian, and German), a mobile wayfinding application (VESTKYST App launched June 2021), flagship seasonal event campaigns (notably the "1 ud af 100 Oplevelser" Pentecost campaign and the "Et Hav af Oplevelser" national brand-awareness campaign), and business-development services for local tourism operators. Coverage spans 244 km² of nature including Nationalpark Thy, with themed content around family beach holidays, culinary experiences, fishing villages, and accessibility-focused holidays.

The core technology stack comprises the GuideDanmark event-management and listing platform, a MailChimp newsletter system with GDPR-compliant data-processing arrangements, Google Analytics for site intelligence, the proprietary VESTKYST mobile application with digital mapping, and a Skyfish-hosted partner toolbox for shared marketing assets. Analytics products include a 14-day-refreshed accommodation data dashboard tracking tourist search and travel-interest indicators, and an in-development AI Opener Chatbot intended to surface tourism knowledge to industry actors. The organization runs a multi-tiered partnership program (platinum, silver, bronze) covering 100+ local operators across accommodation, food and beverage, attractions, and activity sectors, with annual study trips, workshops, and webinars.

VisitNordvestkysten generates revenue primarily through cooperative funding from its five partner municipalities under annual reporting arrangements and recurring partnership fees from tourism operators, supplemented by project-tied marketing allocations including an 11 million DKK commitment toward strengthening Vestkysten as a regional power brand. Most catalogued consumer experiences are free; paid third-party offerings range from 30 DKK museum entries to 200 DKK whisky tastings, with revenue from these flowing to operators rather than the DMO itself. The organization serves two primary segments: end-consumer tourists from Denmark, Germany (~60% of Danish overnight stays), Sweden, Norway, the Netherlands, and the UK, and B2B local tourism operators across the five-municipality geography.

Name

VisitNorthwest Coast

Legal name

VisitNordvestkysten

Website

https://visitnordvestkysten.dk

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

VisitNordvestkysten is a Danish destination management organization serving five municipalities on the Northwest Coast of Denmark. It markets the region through a multilingual website, mobile app, event campaigns, and B2B partnership tiers for 100+ local tourism operators.

Ownership category

akta.pro rank

Headquarters

HQ city

Aabybro

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Partnership fees and cooperative funding: Funded by cooperative municipalities (Hjørring, Holstebro, Jammerbugt, Lemvig, Thisted) through annual reporting arrangements. Operators pay to join partnership tiers (platinum, silver, bronze) for marketing, visibility, workshops and networking benefits.
2. Tourism marketing and destination promotion: Generates value for the destination by driving visitor traffic to local businesses, accommodation providers, and attractions, indirectly supporting local tourism economy.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

VisitNordvestkysten operates as the official destination marketing and management organization for the Danish Northwest Coast, covering five municipalities (Hjørring, Holstebro, Jammerbugt, Lemvig, and Thisted). It runs a multilingual destination website, the VESTKYST mobile app, and large-scale consumer marketing campaigns; it coordinates a tiered partnership program for 100+ local tourism operators (accommodation, attractions, restaurants) and curates data, reports, and workshops for the regional tourism industry.

Product overview

VisitNordvestkysten is a destination marketing organization (DMO) serving the Danish Northwest Coast covering five municipalities: Hjørring, Holstebro, Jammerbugt, Lemvig, and Thisted. The organization operates the main tourism website (visitnordvestkysten.dk) as its primary digital platform for promoting tourism, along with the Ny VESTKYST mobile app launched in 2021. VisitNordvestkysten organizes events and campaigns including the 1 ud af 100 Oplevelser and Et Hav af Oplevelser campaigns, while also managing the Iskunsten ice sculpture attraction in Thyborøn. The organization's offerings include tourism marketing services, event organization, product knowledge tours, workshops on AI applications in tourism, business development for tourism partners, and data/analytics reports for industry stakeholders.

Differentiator

Problem solved

Functional benefit

Brands

• 1 ud af 100 oplevelser: Campaign featuring 100 handpicked experiences along the North West coast during Pentecost.
• Et hav af oplevelser
• Strategiske Partnerskaber

Products and services

• Ny VESTKYST App A mobile application providing digital mapping with navigation guidance to experiences and attractions along the Northwest Coast of Denmark.
• Iskunsten (Ice Art) An indoor, permanent ice sculpture exhibition located in Thyborøn at the former freeze house from the 1940s. The only year-round ice sculpture exhibition in Europe, featuring maritime-themed art with rotating displays including oyster ice bars, Christmas exhibitions, and workshops.
• Strategic Partnerships Program (Platinum, Silver, Bronze tiers) Tiered partnership program for 100+ local tourism operators across five municipalities (Hjørring, Holstebro, Jammerbugt, Lemvig, Thisted). Partners receive marketing exposure, workshops, networking events, annual study trips, and access to the Skyfish content toolbox.
• Tourism Data and Reports Service Data and reports offering for the tourism industry, including the Accommodation Data Dashboard tracking tourists' travel interest and search behavior, updated every 14 days, supplemented with guest satisfaction benchmarking and market status analyses sourced from VisitDenmark and Dansk Kyst- og Naturturisme.

Quantifiable outcome

• Over 60% of all registered commercial overnights in the destination are holiday house stays, totaling 3,964,127 in 2022
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Nationalpark ThycoreStrategic or Co-development Partner · 23 May 2026Co-development partner for experiential events along Nordvestkysten. Co-hosts flagship events such as Naturens Superhelte in Vorupør, contributing park rangers, local nature guides, and venue access.
• Levested (local nature guides)minorStrategic or Co-development Partner · 23 May 2026Local nature guides contributing knowledge and hands-on nature activities to events such as Naturens Superhelte. Contribute to making events authentic and locally rooted.
• Hirtshals TurismeminorStrategic or Co-development Partner · 22 May 2026Local tourism organization co-hosting XTREM Hirtshals event with VisitNordvestkysten, combining running races, action activities, and harbor experiences.
• Platinum, Silver and Bronze tourism operator partnerscoreChannel Partner/ Reseller/ Distributor · 1 January 2025100+ tourism operators across the five municipalities join partnership tiers (platinum, silver, bronze) for marketing, visibility, workshops, networking and annual study trips. Study trip in 2025 went to Iceland.
• VisitDenmarkcoreGTM or Marketing PartnerNational tourism organization providing market data, research, and marketing support. Links to VisitDenmark knowledge center referenced for market status reports and national analyses.
• Dansk Kyst- og NaturturismecoreGTM or Marketing PartnerNational coastal and nature tourism organization providing analyses, reports and materials to the knowledge center. Contributes to destination marketing strategy.
• Destination VesterhavetminorStrategic or Co-development PartnerAdjacent destination organization collaborating on joint guest satisfaction surveys and marketing for the Danish west coast.
• Destination VadehavskystenminorStrategic or Co-development PartnerNeighbor destination organization collaborating on shared guest surveys and coastal tourism marketing initiatives.
• GuideDanmarkcoreTechnology or IntegrationEvent management and listing platform used by VisitNordvestkysten to publish events. Training webinars provided to operators on how to create and manage events in GuideDanmark.
• Five municipalities (Hjørring, Holstebro, Jammerbugt, Lemvig, Thisted)coreOthersMunicipal cooperative funding and governance structure. Each municipality has dedicated business developers and receives annual reporting. This is the organizational backbone of VisitNordvestkysten.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Regional players

• NBTC Holland Marketing: National tourism organization for the Netherlands, another priority inbound market for Nordvestkysten. Comparable national DMO role targeting international visitors with a multi-language platform and partnership tiers.
• Tourismus NRW: Regional tourism organization for North Rhine-Westphalia, Germany's most populous state and a major feeder market for Danish coastal tourism. Operates a similar destination marketing and partner-network model and is directly relevant as a representation channel into Germany's largest outbound region.
• Visit Norway: National tourism organization for Norway. Comparable DMO function at a national level, serving one of VisitNordvestkysten's priority Scandinavian source markets with nature- and coast-led destination marketing.

Broad incumbents

• Wonderful Copenhagen: Largest Danish DMO, focused on the Copenhagen region. Comparable DMO function (destination marketing, convention bureau, partner network) but serves an urban rather than coastal destination with materially larger budget and international reach.
• VisitDenmark: National tourism organization for Denmark providing market data, research, and marketing support that VisitNordvestkysten integrates with. Operates one level up as the umbrella DMO covering all Danish destinations.

Direct peers

• Dansk Kyst- og Naturturisme: National Danish coastal and nature tourism organization. Provides analyses, reports, and strategy support that VisitNordvestkysten integrates into its destination marketing; directly comparable as a coastal/nature tourism DMO at a national scale.
• VisitAarhus: Regional DMO for the Aarhus area in Jutland. Comparable Danish regional DMO model with municipality-backed funding, partner tiers, and event-driven campaigns aimed at domestic and international visitors.
• Destination Vadehavskysten: Danish DMO for the Wadden Sea coast (Vadehavskysten). Operates the same cooperative DMO model for a neighboring Danish coastal destination and is an established partner of VisitNordvestkysten on shared guest surveys.
• Destination Vesterhavet: Danish DMO for the West Coast (Vesterhavet), covering a stretch of the Jutland coastline. Closely comparable to VisitNordvestkysten in cooperative DMO structure, coastal focus, and shared marketing collaboration; already a joint survey and campaign partner.
• VisitNordjylland: Regional DMO for Northern Jutland. Runs a similar cooperative structure, multi-language marketing platform, and event campaigns targeting both Danish and German inbound visitors; geographic neighbor to the Nordvestkysten catchment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/destination-nordvestkysten
• Instagraminstagram.com/explore/tags/blokhussalt
• Facebookfacebook.com/VisitNordvestkysten

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 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 VisitNorthwest Coast