Hub for Innovation in Tourism

What Hub for Innovation in Tourism does

Hub for Innovation in Tourism (HIT) is a national Danish innovation hub and ecosystem facilitator established in 2021 as a partnership between three Danish tourism development organizations: Dansk Kyst- og Naturturisme, MeetDenmark, and Dansk Storbyturisme. The organization operates as a non-profit initiative co-funded by the EU Social Fund Plus and Danish decentralized business promotion funds administered by Danmarks Erhvervsfremmebestyrelse, and does not generate commercial revenue. Its mission is to strengthen innovation, digitalization, and sustainability in Danish tourism by connecting early-stage and growth-stage startups with established tourism companies (hotels, attractions, coastal and nature operators) and by building pipeline talent through university collaborations.

HIT's core product surface consists of structured programs rather than packaged software. The flagship Startup Accelerator is a 5-month program combining individual advisor coaching, specialist workshops, masterclasses (covering B2B sales in tourism, data-driven decision making, and AI potential in tourism), and access to a network of 120+ tourism startups. The Startup-Corporate Match function pairs selected startups with established hotels for structured collaboration cycles (e.g., Syncdesk with Comwell Hotel Aarhus). Supporting products include the Innovation Game, an educational card/board game co-developed with Innovation Lab for teaching innovation methodologies; Pre-Accelerator, a two-day bootcamp in the selection process; and DTU X-Tech, a multi-year collaboration with DTU Entrepreneurship where students develop tourism-related prototypes from idea to finished solution (over 100 students and 20+ companies participated in spring 2025). University partnerships also extend to CBS, KEA, and Zealand Business Academy.

The business model is grant-funded and mandate-based. HIT does not sell software or charge fees to participants; accelerator participation is free subject to a co-financing requirement of approximately 130 hours per participant, with state aid per participant estimated at ~70,000 DKK and subject to EU de minimis rules (max 300,000 EUR per company over three fiscal years). Go-to-market is event-driven and community-led: HIT participates in industry events such as TechBBQ and ITB Berlin, distributes content via its website and LinkedIn, and runs meetups, hackathons, and challenges with university partners. The organization operates with approximately 5 employees, coordinated through a secretariat led by Heidi Kristina Dahl Larsen (Sekretariatschef / Head of Secretariat), with senior representatives from each of the three partner organizations.

Name

Hub for Innovation in Tourism

Legal name

Hub for Innovation in Tourism

Website

https://innohub.dk

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Hub for Innovation in Tourism (HIT) is a publicly-funded Danish national partnership, formed in 2021, that runs a 5-month Startup Accelerator, Startup-Corporate Match, and university programs connecting 120+ tourism startups with established Danish tourism companies across city, business, coastal, and nature segments.

Ownership category

akta.pro rank

Product category

Tourism Innovation Services

NAICS

Convention and Visitors Bureaus (561591), Convention and Trade Show Organizers (56192), Convention and Trade Show Organizers (561920)

akta.pro primary industry

Entrepreneurship, Innovation & Venture Creation Centers (EDAHAHAH)

akta.pro secondary industries

Tourism Trade & Services Exports Development (BPADAMAO), Technology & Innovation Expos Organizers (THAHABAE), Product & Innovation Summits (Roadmap, Launch Readiness, Innovation Days) (THAHAMAG), Sustainability Training, Consulting & ESG Advisory (Operational Playbooks, Staff Training) (THAAANAL)

Keywords

• Tourism innovation hub
• Startup accelerator programs
• Corporate-startup matching
• Tourism entrepreneurship support
• Innovation ecosystem facilitation

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, Technology or R&D

Revenue model

1. Government/EU Funding: HIT is a non-profit initiative co-funded by EU Social Fund Plus and Danish decentralized business promotion funds distributed via Danmarks Erhvervsfremmebestyrelse. The organization operates as a national initiative between three national development companies in Danish tourism and does not generate commercial revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Hub for Innovation in Tourism (HIT) is a national Danish non-profit innovation hub, established in 2021 as a partnership between Dansk Kyst- og Naturturisme, MeetDenmark, and Dansk Storbyturisme. It runs a 5-month Startup Accelerator program, facilitates Startup-Corporate Match between startups and established tourism companies, and delivers educational initiatives such as the Innovation Game card game and university collaborations (e.g., DTU X-Tech) to strengthen innovation, digitalization, and sustainability in Danish tourism.

Product overview

Hub for Innovation in Tourism (HIT) operates as a national innovation hub rather than a traditional product company. Its offerings consist of accelerator programs, matchmaking services, and educational initiatives that connect startups with the Danish tourism industry. The core programs include the Startup Accelerator (a 5-month development program), Startup-Corporate Match (facilitated partnerships between startups and established tourism companies), the Innovation Game (an educational tool for teaching innovation concepts), DTU X-Tech (academic collaboration), Pre-Accelerator (bootcamp), and Masterclasses (educational sessions). These programs work together to strengthen innovation and entrepreneurship across Danish tourism, covering city, business, coastal, and nature tourism sectors.

Differentiator

Problem solved

Functional benefit

Products and services

• Startup Accelerator A five-month accelerator program that helps tourism entrepreneurs and startups develop, validate, and scale business ideas through individual advisors, specialist coaching, masterclasses, networking events, and connections to potential customers and business partners. Free to participants with a co-financing requirement of approximately 130 hours.
• Startup-Corporate Match A facilitated matchmaking program that pairs selected innovative startups with established tourism companies (such as hotels) for structured collaboration periods, giving startups market access and giving corporates access to new digital solutions and fresh perspectives.
• Innovation Game An educational card-based board game designed to support learning objectives in innovation, problem-solving, and entrepreneurship using real-world tourism cases. Cards are themed around sustainability, tourism needs, technology, and data, and the game is used at youth and higher education levels to strengthen teamwork and knowledge sharing.
• DTU X-Tech Collaboration A multi-year academic collaboration with DTU Entrepreneurship in which HIT serves as case partner; students are matched with tourism companies and develop solutions from idea to prototype over a semester. In the spring 2025 cohort, over 100 students and more than 20 companies participated.
• Pre-Accelerator Bootcamp A two-day bootcamp that forms part of the Startup Accelerator selection process, focusing on tourism trends in Denmark and providing participants with understanding of the market and next steps for program participation.
• Masterclasses In-depth educational sessions delivered as part of the Startup Accelerator program, covering topics such as B2B sales in tourism, data-driven decision making, and the potential of AI in tourism.

Quantifiable outcome

• Over 120 startups collaborated with since 2021
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eight partnerships are on record, tiered core, major and minor.

• Dansk Kyst- og NaturturismecoreStrategic or Co-development Partner · 1 January 2021One of three national development companies in Danish tourism that form the partnership behind HIT. Manages coastal and nature tourism development. Provides secretariat support and senior consultant Peter Møller Laursen for HIT operations.
• MeetDenmarkcoreStrategic or Co-development Partner · 1 January 2021One of three national development companies in Danish tourism forming the HIT partnership. Manages business tourism promotion. Head of Secretariat Peter Dyhr Andreassen represents MeetDenmark in HIT.
• Dansk Storbyturisme (Wonderful Copenhagen, VisitAarhus, Destination Fyn, Destination Nord)coreStrategic or Co-development Partner · 1 January 2021One of three national development companies in Danish tourism forming the HIT partnership. Covers city and metropolitan tourism. Hosts secretariat for MeetDenmark and Dansk Storbyturisme at Wonderful Copenhagen. Senior Manager Per Ciechanowicz Beck leads business development and innovation for HIT.
• DTU Entrepreneurship (Danmarks Tekniske Universitet)majorStrategic or Co-development PartnerMulti-year collaboration as case partner in DTU X-Tech program. Over 100 students and 20+ companies participated in spring 2025 program. Students develop solutions to real tourism challenges from ideation to prototype.
• Innovation LabmajorStrategic or Co-development PartnerCollaborated with Innovation Lab and educational institutions to develop the Innovation Game educational tool for teaching innovation methodologies.
• Zealand – Sjællands ErhvervsakademiminorStrategic or Co-development PartnerEducational institution partner in HIT's knowledge environment collaborations targeting students and future entrepreneurs.
• Copenhagen Business School (CBS)minorStrategic or Co-development PartnerEducational institution partner in HIT's knowledge environment collaborations targeting students and future entrepreneurs.
• Københavns Erhvervsakademi (KEA)minorStrategic or Co-development PartnerEducational institution partner in HIT's knowledge environment collaborations targeting students and future entrepreneurs.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Techstars: A leading global accelerator network running 3-month programs across multiple verticals. While not tourism-specific, it is a broad incumbent that competes for the same pool of Danish startup talent and offers capital and international networks that HIT cannot structurally match.
• Startupbootcamp: A European-headquartered global accelerator with verticals including travel and hospitality. Operates structured corporate-startup matching and offers equity investment, overlapping directly with HIT's Startup-Corporate Match programme in the tourism vertical.
• MassChallenge: A global zero-equity accelerator with strong presence in Europe and vertical-specific programmes including travel and tourism. Operates a similar free-to-participate model with corporate partnerships, making it a comparable broad incumbent.

Others

• VisitDenmark: Denmark's national tourism board, focused on promoting Danish tourism abroad. Operates as a peer national tourism body in the same ecosystem that HIT serves, with overlapping stakeholder relationships and policy mandate.
• Wonderful Copenhagen: One of HIT's three parent organisations and Copenhagen's destination marketing / convention bureau. Wonderful Copenhagen covers city tourism development and hosts the joint secretariat, making it structurally adjacent if not a direct operational competitor.
• Dansk Erhverv (Danish Chamber of Commerce): Denmark's largest business and trade organisation, representing tourism, hospitality, and many other sectors. Operates policy advocacy, business development, and innovation programmes that overlap with HIT's mandate to strengthen Danish tourism competitiveness.
• Innovation Lab: Danish innovation consultancy and HIT's development partner for the Innovation Game educational tool. Operates in adjacent startup-support and innovation training in Denmark, with overlapping methodology and stakeholder relationships.

Regional players

• Nordic Innovation: An organisation under the Nordic Council of Ministers funding and supporting innovation initiatives across the Nordics. Operates in the same Nordic geography as HIT with a portfolio approach to funding accelerators and innovation projects, including tourism-relevant calls.
• EIT Culture & Creativity: EU-backed Knowledge and Innovation Community under the European Institute of Innovation and Technology. Operates accelerator, matchmaking, and innovation programmes across the European cultural and creative industries, including tourism-adjacent sectors, with comparable EU funding dynamics.

Direct peers

• Tourism Innovation Hub (UNWTO): UN World Tourism Organization's Tourism Innovation Hub in Spain is the closest direct comparable: a tourism-specific innovation and startup-support initiative with public-institutional backing. It pursues the same intersection of tourism industry support and startup/entrepreneurship development as HIT.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/hubforinnovationintourism

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Hub for Innovation in Tourism