Destination Fjordlandet

What Destination Fjordlandet does

Destination Fjordlandet, operating under the brand VisitFjordlandet, is a publicly funded destination management organization (DMO) that markets and develops tourism for the combined Roskilde, Lejre, and Frederikssund municipalities on the Danish island of Sjælland (Zealand). Its core product is the visitfjordlandet.dk website platform, available in Danish, English, and German, which serves as a curated content hub combining destination guides, seasonal inspiration, an event calendar ("Det Sker"), an outdoor activities portal covering Nationalpark Skjoldungernes Land, dining recommendations ("Smag på Sjælland"), and integrated booking links to partner platforms (Feline Holidays, Feriepartner Fjordlandet) and Rejseplanen for transport. Supporting channels include Facebook and Instagram accounts, a Mailchimp newsletter, a press/media center on Skyfish, a children's podcast ("Fantastiske Fortællinger fra Fjordlandet"), and a meetings-and-conferences sub-brand.

The organization is funded jointly by the three constituent municipalities and operates as a private Danish entity (CVR 41964316) registered at Munkebro 2 in Roskilde. It is not a transactional marketplace; the platform is free to end-consumer visitors, and revenue flows from municipal grants rather than direct user payments or transaction fees. Its go-to-market motion is direct-to-consumer tourism marketing combined with B2B-style coordination of local attractions, accommodations, and restaurants, augmented by partnership with VisitDenmark for national and international campaigns. The team of approximately 13 staff is led by Director Thomas Kær Mahler and is structured around digital marketing, content and social media, project management, and destination development functions.

Name

Destination Fjordlandet

Legal name

VisitFjordlandet

Website

https://visitfjordlandet.dk

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

VisitFjordlandet is a Danish destination management organization (DMO), funded by the Roskilde, Lejre, and Frederikssund municipalities, that markets tourism to the Fjordlandet region through a multilingual website, social media, newsletter, and partner integrations targeting leisure and family visitors from Denmark and abroad.

Ownership category

akta.pro rank

Product category

Tourism Marketing Services

NAICS

Tour Operators (561520), Scenic and Sightseeing Transportation (487), Tour Operators (56152)

SIC

Services-Amusement & Recreation Services (7900), Transportation Services (4700)

akta.pro primary industry

Transportation & Access Services (Shuttles, Ferry Access, Scenic Drives Permits) (THAAAGAC)

akta.pro secondary industries

Sightseeing & Scenic Boat Tours (Harbor, Sunset, Dolphin/Whale Watching) (THAJAJAA), Campground & Overnight Facilities Operations (Campsites, Cabins, Backcountry Huts) (THAAAGAE)

Keywords

• Destination marketing organization
• Tourism promotion services
• Regional destination management
• Travel information platform
• Visitor information services

Headquarters

HQ city

Roskilde

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Tourism promotion services: VisitFjordlandet operates as a destination management/marketing organization funded by Roskilde, Lejre, and Frederikssund municipalities. The organization generates value by promoting tourism, developing the destination, and supporting local tourism businesses through marketing, events, and partnership programs.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

VisitFjordlandet is the official destination management organization for the Fjordlandet region covering Roskilde, Lejre, and Frederikssund municipalities in Denmark. It operates a tourism marketing website and content platform that promotes local attractions, accommodations, events, dining, and outdoor activities. The organization is publicly funded by the three municipalities and coordinates destination development across the region, anchored by Nationalpark Skjoldungernes Land, Roskilde Domkirke (UNESCO), and Roskilde Festival.

Product overview

VisitFjordlandet operates as a unified destination marketing platform for the Fjordlandet region, encompassing three main areas: Roskilde, Lejre, and Frederikssund. The platform serves as both a content hub and booking intermediary, combining a comprehensive tourism information website with integrated partner services for accommodation (via Feline Holidays, Feriepartner Fjordlandet), transportation planning (via Rejseplanen links), and event discovery. Key product components include the core VisitFjordlandet website platform, a travel planning and transport information service, an event calendar (Det Sker), curated guides and inspiration content, an outdoor activities portal featuring Nationalpark Skjoldungernes Land, a dining and culinary experiences section (Smag på Sjælland), a children's podcast series, and newsletter subscription services. The platform also maintains a press/media center with downloadable press kits and a tourism strategy document.

Differentiator

Problem solved

Functional benefit

Products and services

• VisitFjordlandet Destination Marketing Platform Official destination marketing website and content platform for the Fjordlandet region, providing comprehensive tourism information, attraction listings, accommodation booking, event calendars, and travel planning resources in Danish, English, and German for individual tourists and visitors.
• Fantastiske Fortællinger fra Fjordlandet Podcast Original podcast series targeted at children aged 8+ that tells stories about Fjordlandet's major attractions and cultural heritage, distributed as a standalone content product beyond the main website.

Quantifiable outcome

• 130,000+ annual visitors to flagship events (Roskilde Festival)
• +1 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• VisitDenmarkcoreGTM or Marketing PartnerVisitFjordlandet collaborates with VisitDenmark on national and international marketing campaigns to promote Danish tourism. The partnership enables participation in larger-scale tourism promotion initiatives and access to VisitDenmark's marketing resources and networks.
• Nationalpark Skjoldungernes LandcoreStrategic or Co-development PartnerThe Nationalpark Skjoldungernes Land (177 km²) is Sjælland's first national park, inaugurated in 2015. VisitFjordlandet extensively promotes the national park as a key attraction, featuring hiking trails (Skjoldungestien), cycling routes, canoeing, and nature experiences. The partnership provides a framework for coordinated nature-based tourism development.
• Roskilde, Lejre, and Frederikssund MunicipalitiescoreStrategic or Co-development PartnerVisitFjordlandet is funded by and represents a collaboration between three municipalities: Roskilde, Lejre, and Frederikssund. The organization serves as the official destination management organization for the region, working to develop and market tourism across all three areas.
• Feriepartner FjordlandetminorChannel Partner/ Reseller/ DistributorHoliday rental partner offering summer houses and vacation properties throughout the Fjordlandet region, featured on the VisitFjordlandet platform for accommodation booking.
• Feline HolidaysminorChannel Partner/ Reseller/ DistributorHoliday rental agency offering a wide selection of summer houses and vacation rentals in Roskilde, Lejre, and Frederikssund areas, with easy booking through their platform.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• VisitDenmark: Denmark's national tourism organization, which VisitFjordlandet explicitly partners with for national and international campaigns. Compares as a Danish DMO promoting tourism to international and domestic visitors across curated content, PR, and media relations.
• Visit Faroe Islands: National/regional DMO for the Faroe Islands marketing a small Nordic destination emphasizing dramatic nature and outdoor experiences. Comparable as a small-scale DMO focused on nature-based tourism for a relatively unknown territory.
• Destination Bornholm: Regional Danish destination organization marketing the island of Bornholm internationally. Closely comparable as a similarly sized Danish regional DMO promoting nature, heritage, and outdoor experiences across a defined geographical territory.

Regional players

• Visit Åland: Tourism marketing organization for the Åland Islands between Sweden and Finland. Comparable as a small, less internationally known Nordic destination with a similar scale and tourism strategy focused on nature, culture, and seasonal visitors.
• Innsbruck Tourismus: City/regional tourism organization for Innsbruck, Austria, marketing a heritage and outdoor activity destination. Comparable as a small European destination DMO combining cultural heritage and active outdoor experiences.
• Visit Flanders: Regional DMO for the Flanders region of Belgium. Comparable as a multilingual regional DMO promoting cultural, heritage, and culinary tourism, though operating in a different geography than Fjordlandet.
• Destinasjon Sognefjord: Norwegian regional DMO promoting the Sognefjord area with a focus on fjord-based nature tourism. Closely comparable in form (small regional DMO emphasizing fjord/nature experiences) but operating in a different country.

Broad incumbents

• Visit Norway: Norway's national tourism organization promoting fjords, nature, and outdoor experiences. Comparable function (Nordic national DMO with strong nature-tourism proposition), but vastly larger budget and international reach.
• Wonderful Copenhagen: The official DMO for the Copenhagen region, operating at materially larger scale. Comparable function (DMO promoting tourism in Denmark) but focused on the Copenhagen capital area rather than a peripheral region like Fjordlandet.
• VisitSweden: National tourism organization for Sweden operating multi-language content marketing, press relations, and destination promotion. Comparable as a Nordic national DMO but at a much larger scale and broader scope than VisitFjordlandet.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/VisitFjordlandet
• Instagraminstagram.com/visitfjordlandet
• LinkedInlinkedin.com/company/destination-fjordlandet

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Destination Fjordlandet