What Danske Destinationer does

Danske Destinationer is a non-profit membership organization (forening) founded in 2009 and headquartered in Copenhagen, Denmark, that represents and coordinates the country's 19 cross-municipal destination companies. These destination companies are the legally designated institutional layer for local tourism promotion and product development across Denmark's municipalities. The organization functions as the unified industry voice for Danish tourism destinations, providing strategic representation in national policy forums (Det Nationale Turismeforum, Dansk Turismes Advisory Board), facilitating professional networking among destination directors through the Fagligt netværk, and developing shared strategic frameworks such as the 6 Destinationsdogmer for sustainable destination development.

Its core offerings are not commercial products but member services and collaborative programs: the Destinationsmonitor (a public dashboard providing real-time accommodation statistics filterable by destination, nationality, and accommodation type), the Turistundersøgelsen (annual tourist survey dashboard), and the multi-year 'Bæredygtige destinationer i praksis' sustainability programs (the original 2021-2023 initiative across all 19 members and the 2024-launched 2.0 program covering 16 destinations with VisitDenmark and Dansk Kyst- og Naturturisme). The technology footprint is light, limited to public data dashboards and a content/knowledge portal; there is no proprietary software product, API, or AI/ML capability.

Revenue is generated through recurring membership fees paid by the 19 destination companies, supplemented by project grants — most notably from Danmarks Erhvervsfremmebestyrelse (the Danish Business Promotion Board) funding the sustainability programs. Pricing is not publicly disclosed and is negotiated bilaterally with each member. The secretariat function (4 staff positions: sekretariatsleder, projektchef, Manager, Assistant) is hosted by Wonderful Copenhagen at Nørregade 7B, 1165 København K, while governance is provided by a five-person board of destination company directors, with Martin Perregaard-Bitsch elected as forperson in March 2025 and a new 2026-2030 strategy launched in December 2025.

Name

Danske Destinationer

Legal name

Danske Destinationer

Website

https://danskedestinationer.dk

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Danske Destinationer is a Danish non-profit membership organization representing the country's 19 cross-municipal destination companies, serving as the unified industry voice for tourism policy, professional networking, and sustainability frameworks.

Ownership category

akta.pro rank

Product category

Tourism Industry Association Services

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Shore Excursion & Port Services Operators (THAKAEAE)

Keywords

• Destination management association
• Tourism industry organization
• Sustainable tourism development
• Tourism knowledge network
• Destination policy advocacy

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Membership fees: Revenue is generated through membership fees from the 19 Danish destination companies. Additional funding comes from project grants, notably from Danmarks Erhvervsfremmebestyrelse for sustainability initiatives.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Danske Destinationer is a non-profit membership organization representing Denmark's 19 cross-municipal destination companies. It provides collective advocacy, knowledge sharing, professional networking, sustainability frameworks, and data tools (such as the Destinationsmonitor) to support tourism destination development across Denmark.

Product overview

Danske Destinationer is a membership organization for Denmark's destination companies (approximately 19 cross-municipal destination companies). Rather than offering commercial software products, the organization provides member services including knowledge resources such as the Destinationsmonitor (accommodation statistics dashboard) and Turistundersøgelsen (tourist survey dashboard); professional networking through the Fagligt netværk for destination directors; and collaborative initiatives like the multi-year 'Bæredygtige destinationer i praksis' sustainability projects. The organization also publishes strategic frameworks including the 6 Destinationsdogmer for sustainable destination development.

Differentiator

Problem solved

Functional benefit

Products and services

• Destinationsmonitor (Destination Monitor) A web-based dashboard providing a real-time and flexible overview of the latest accommodation statistics in Danish tourism, with filtering capabilities by destination, nationality, accommodation type, and time period. Aimed at Danish destination companies that need data infrastructure to track tourism performance at the destination level.
• Turistundersøgelsen (Tourist Survey Dashboard) A dashboard containing insights from the annual tourist survey, covering motivations for visiting Denmark including Danish gastronomy and culture. Used by Danish destination companies for market intelligence and visitor motivation research.
• Fagligt netværk (Professional Network) A professional network facilitating knowledge sharing, mutual learning, innovation, and synergy between Denmark's destination companies through regular network meetings with rotating themes. Targeted at destination directors and leadership teams of the 19 Danish destination companies.
• De 6 Destinationsdogmer (The 6 Destination Dogmas) Six dogma rules formulated collectively by Danish destination companies outlining collective responsibility for sustainable development in tourism. Adopted across all member destinations as a shared sustainability framework.
• Bæredygtige destinationer i praksis 2.0 (Sustainable Destinations in Practice 2.0) A three-year collaborative project working toward sustainable tourism growth across Danish destinations, involving 16 of the 19 Danish destination companies along with Danish Coastal and Nature Tourism and VisitDenmark, focusing on reducing tourism's climate footprint through CO2 roadmaps and climate action plans.

Quantifiable outcome

• Created 6 Destinationsdogmer (destination dogmas) for sustainable tourism development adopted across all member destinations
• +1 more outcomes

Named customers16 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• Wonderful CopenhagencoreStrategic or Co-development PartnerHosts the secretariat function for Danske Destinationer, providing administrative infrastructure and staff including secretariatsleder, projektchef, Manager, and Assistant positions.
• Danmarks ErhvervsfremmebestyrelsecoreStrategic or Co-development PartnerProvides funding for key projects including Bæredygtige Destinationer i Praksis and Bæredygtige Destinationer i Praksis 2.0, supporting sustainable tourism development across Denmark.
• VisitDenmarkcoreStrategic or Co-development PartnerCollaboration partner in the Bæredygtige Destinationer i Praksis 2.0 project, working together to develop and implement solutions that reduce tourism's climate footprint.
• Dansk Kyst- og NaturturismecoreStrategic or Co-development PartnerPartner in the Bæredygtige Destinationer i Praksis 2.0 project, contributing to sustainable tourism development with focus on coastal and nature tourism.
• Group NAOminorStrategic or Co-development PartnerDelivered masterclasses for the Bæredygtige destinationer i praksis project, focusing on sustainable tourism, branding, climate action, and social sustainability.
• Kommunernes Landsforening (KL)coreStrategic or Co-development PartnerKey national partner for collaboration on tourism development, joint network meetings, and representation in Danish tourism governance.
• Det Nationale TurismeforumcoreStrategic or Co-development PartnerDanske Destinationer participates in this forum ensuring tourism's voice is heard in national policy discussions.
• Dansk Turismes Advisory BoardcoreStrategic or Co-development PartnerDanske Destinationer participates in this advisory board providing guidance on Danish tourism strategy.

Scale indicators6 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Adventure Travel Trade Association (ATTA): Global trade association for the adventure travel industry. Comparable international peer as a membership-based organization providing advocacy, research, and networking to tourism operators and destination bodies.
• MeetDenmark: Danish association for meeting, event, and conference tourism. Comparable as a Danish tourism sub-sector trade body with similar advocacy, knowledge-sharing, and member-service model targeting a specific tourism vertical.
• Dansk Kyst- og Naturturisme: Danish coastal and nature tourism trade association and core partner on Bæredygtige destinationer i praksis 2.0. Directly comparable as a national sector-level tourism association operating in Denmark with overlapping member base and sustainability agenda.
• UK Tourism Alliance: UK-wide tourism industry alliance representing tourism businesses and destination bodies. Comparable international peer as a national tourism trade association focused on policy advocacy, sustainability, and shared industry infrastructure.
• Deutscher Tourismusverband (DTV): German tourism association representing local and regional tourism organizations. Closely comparable European peer in structure: a national umbrella body whose members are regional/local DMCs, with a similar advocacy and knowledge-sharing remit.
• Tourism Industry Association of Canada (TIAC): Canadian national tourism industry association. Comparable international peer as a national trade body representing tourism businesses and destinations, focused on advocacy, sustainability, and industry intelligence.
• Kommunernes Landsforening (KL): National association of Danish municipalities. Directly comparable as a Danish membership association structure that represents collective municipal interests and engages in policy advocacy, with tourism as a shared agenda area.
• Wonderful Copenhagen: Copenhagen's destination management company and host of Danske Destinationer's secretariat. Directly comparable as a Danish DMC and member of Danske Destinationer, illustrating the member company model.

Broad incumbents

• European Travel Commission (ETC): European umbrella organization for national tourism boards. A broader-incumbent peer operating at the pan-European level with similar advocacy and sustainability coordination functions, but with member organizations rather than a single national network.
• VisitDenmark: Denmark's national tourism board with broader marketing and international promotion mandate. Strategic partner to Danske Destinationer and operates in the same Danish tourism ecosystem but at a national/government level rather than a member-association level.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/danske-destinationer

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Danske Destinationer