What MeetDenmark does

MeetDenmark is the national development company for business and meeting tourism in Denmark, operating as a non-profit national competence centre. Its mission is to strengthen the international competitiveness of Danish meeting and congress destinations, attract international congresses aligned with Danish strongholds in research and business, and support the sustainable transition of the meeting tourism industry. The organisation coordinates 11 Danish member destinations (including Wonderful Copenhagen, VisitAarhus, Destination Nord, and VisitSydsjælland-Møn), the Meetingplace network of 140 private companies, and works in partnership with the Ministry of Industry, Business and Transport and the Ministry of City and Rural Affairs.

The organisation's core outputs include: market and potential analyses for each member destination plus an overarching national report; legacy reports and practical tools for creating lasting positive business and societal effects from congresses; and competence development programs for destinations. Its technology footprint includes the VisitData national tourism data platform, a knowledge centre and dashboard, and the CopenPay sustainable tourism reward scheme — launched in 2024 as a pilot and relaunched in 2026 as a permanent year-round initiative. CopenPay rewards visitors for sustainable behaviours such as biking, using public transport, or collecting trash, and was named one of TIME Magazine's World's Best Inventions in 2025 and recognised by the European Commission as a tourism transition pathway.

MeetDenmark is funded primarily through multi-year public grants, including project grants from the FL24 and FL25 Tourism Reserve (2024-2028) and a 2024 grant from the Danish Board of Business Development. Its secretariat of 11 staff is hosted within Wonderful Copenhagen in Copenhagen K, Denmark. The organisation bids on approximately 100 international congresses annually and wins about half, with a stated strategic focus on developing meeting tourism outside major cities — a 5% increase in off-peak regional meeting tourism is projected to raise local revenue by approximately DKK 200 million annually. Its go-to-market combines event-driven congress attraction with sales-led international meeting buyer engagement across prioritised markets in the UK, Germany, Norway, Sweden, and USA.

Name

MeetDenmark

Legal name

MeetDenmark

Website

https://wonderfulcopenhagen.com

Company type

Private

Operating status

Operating

Short description

MeetDenmark is Denmark's non-profit national development company for business and meeting tourism, coordinating 11 member destinations and 140 network companies to attract international congresses, build destination competitiveness, and drive sustainable tourism innovation.

Ownership category

akta.pro rank

Product category

Meeting and Congress Tourism Development

NAICS

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

SIC

Services-Membership Organizations (8600), Services-Management Consulting Services (8742)

akta.pro primary industry

Meeting & Conference Planning & Coordination (HSACADAA)

akta.pro secondary industries

Venue Sourcing & Site Coordination (HSACAAAD), Training, Enablement & Talent Development Summits (THAHAMAH)

Keywords

• Meeting tourism development
• Congress bidding services
• Destination marketing
• Tourism data analytics
• Business events promotion

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, Others

Revenue model

1. Public Funding / Tourism Reserve: MeetDenmark receives project grants from the FL24 and FL25 Tourism Reserve (2024-2028) to strengthen business and meeting tourism's contribution to sustainable growth, innovation, internationalisation and growth within Danish business and research strengths.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

MeetDenmark is the national non-profit development company for business and meeting tourism in Denmark. It develops official bids for international congresses, prepares market and potential analyses for its 11 member destinations, produces legacy reports and tools, and runs competence development programs to strengthen Danish destinations' international competitiveness, with a particular focus on attracting meetings outside major cities.

Product overview

MeetDenmark is the national development company for business and meeting tourism in Denmark, operating as a platform that connects Danish meeting destinations with international business opportunities. The organization offers the Copenhagen Card as a core tourism product for visitors, alongside market and potential analyses, legacy reports and tools, and competence development programs for member destinations. CopenPay serves as a sustainable tourism initiative rewarding positive visitor behaviour. The portfolio is coordinated through travel trade services providing resources for industry professionals.

Differentiator

Problem solved

Functional benefit

Products and services

• Market and Potential Analyses Eleven tailored market and potential analyses prepared for MeetDenmark's member destinations plus an overarching national report, designed to help Danish meeting destinations outside major cities attract more international meeting business. Intended for destination managers, convention bureaus, and tourism stakeholders.
• Legacy Reports and Tools A library of reports and tools developed by MeetDenmark to help congress destinations create added value for visiting congresses, Danish business, and Danish society, including prioritization matrices, strategic pathway guides, and workshop materials. Intended for destinations, scientific associations, and local stakeholders planning international congresses.
• Competence Development Programs Training and development initiatives for Danish destinations focused on understanding international meeting buyer demands and on equipping smaller destinations to compete in highly competitive markets. Intended for destination staff, convention bureau teams, and local tourism partners.
• International Congress Bid Development MeetDenmark prepares official bids for international congresses on behalf of Danish destinations, developing approximately 100 bids per year and winning approximately half. The service is aimed at international scientific associations and at Danish destination partners seeking to host global events.
• CopenPay / DestinationPay A tourist reward scheme where visitors earn rewards for positive sustainable actions such as biking, using public transport, collecting trash, or arriving by train. Originally launched in Copenhagen as CopenPay in 2024 and relaunched as a permanent year-round initiative in 2026, with the model made freely available to destinations worldwide as DestinationPay from November 2025.

Quantifiable outcome

• 5% increase in meeting tourism outside major cities would raise local tourism revenue by approximately DKK 200 million annually
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Ten partnerships are on record, tiered core and moderate.

• Wonderful CopenhagencoreStrategic or Co-development PartnerMeetDenmark's secretariat is located within Wonderful Copenhagen. Wonderful Copenhagen is the official tourism organisation of the Capital Region of Denmark and hosts the national development company for business and meeting tourism.
• 11 Member DestinationscoreStrategic or Co-development PartnerMeetDenmark encompasses 11 Danish destinations that work with business tourism. Members include destinations like Wonderful Copenhagen, VisitAarhus, Destination Nord, Destination Fyn, Destination Kystlandet, Destination Trekantområdet, VisitFjordlandet, VisitHerning, VisitLolland-Falster, VisitNordsjælland, and VisitSydsjælland-Møn.
• VisitDenmarkcoreStrategic or Co-development PartnerMeetDenmark works together with VisitDenmark to increase international customers' awareness of Denmark's advantages as a congress destination. They collaborate on attracting international congresses and strengthening Danish congress destinations.
• Ministry of Industry, Business and TransportcoreStrategic or Co-development PartnerOne of the members of MeetDenmark along with the Ministry of City and Rural Affairs, representing government partnership in national business tourism development.
• Meetingplace NetworkcoreStrategic or Co-development PartnerThe Meetingplace network gathers 140 member companies - private actors who contribute to cooperation on attracting congresses, business events, and culture and sports events.
• Cruise Denmark - Copenhagen and beyondmoderateStrategic or Co-development PartnerNetwork of 48 partners collaborating across Danish cruise destinations, ports, and actors to strengthen and develop sustainable and responsible cruise tourism in Denmark.
• Cruise BalticmoderateStrategic or Co-development PartnerNetwork bringing together 32 cruise destinations of the Baltic Sea (excluding Russia) to collaborate on strengthening and developing cruise tourism through sharing knowledge, best practices, B2B dialogue, and cooperation with international shipping companies.
• Greater Copenhagen ConnectedmoderateStrategic or Co-development PartnerRoute development programme working to strengthen direct accessibility between Denmark and the rest of the world by developing direct intercontinental flight routes, together with Danish and Swedish partners.
• Danske DestinationercoreStrategic or Co-development PartnerIndustry organisation gathering 16 Danish destination companies around the country, with secretariat in Wonderful Copenhagen, to strengthen cooperation, knowledge sharing, and development across Danish tourism.
• Dansk StorbyturismemoderateStrategic or Co-development PartnerNational development company for urban tourism anchored in Wonderful Copenhagen, working with Aarhus, Aalborg, and Odense to develop urban and cultural tourism.

Scale indicators7 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Wonderful Copenhagen Convention Bureau: Copenhagen's official convention bureau and the host of MeetDenmark's secretariat. Directly comparable as a national convention bureau focused on attracting international congresses and business events to Denmark, with overlapping sales teams and bidding infrastructure.
• VisitDenmark: Denmark's national tourism organization and a close partner of MeetDenmark for international marketing. Comparable as a national body promoting inbound tourism, with shared buyer markets (UK, Germany, US) and overlapping marketing campaigns.
• Germany Convention Bureau (GCB): Germany's national convention bureau, operating a similar member-funded model to attract international congresses and business events. Direct competitor for European association congresses and structurally similar in funding and destination coverage.
• Barcelona Convention Bureau: Barcelona's convention bureau focused on attracting international congresses, corporate meetings, and incentive travel. A direct competitor for the same European association congresses, with comparable scale and services.
• Netherlands Convention Bureau (Holland Meetings & Events): Dutch national convention bureau with a similar model of promoting international congresses and business events to the Netherlands. Comparable in funding structure, member destinations, and emphasis on legacy/innovation positioning.
• Business Events Sydney (managed by Destination NSW): Australia's leading city convention bureau, operating a similar bid-attraction and legacy-development model for international congresses. Comparable in services, member network, and target customer base (international associations).
• Danske Destinationer: Industry organization gathering 16 Danish destination companies, with secretariat in Wonderful Copenhagen. Direct peer and partner that overlaps with MeetDenmark's 11 member destinations and shares knowledge-sharing and development focus.

Broad incumbents

• Singapore Tourism Board (STB): Singapore's national tourism authority with a strong MICE focus through the Singapore EXPO and Marina Bay Sands. Comparable in MICE promotion and international congress bidding, but at significantly larger scale and broader scope.

Emerging players

• IMEX Group: Major MICE industry trade show operator (IMEX Frankfurt, IMEX America). Comparable as a key industry infrastructure provider for the same international meeting buyers and association congress organizers that MeetDenmark targets.

Regional players

• Finnish Convention Bureau (Visit Finland): Nordic peer and direct competitor for meetings and congresses, with overlapping key sectors (ICT, healthcare, design). Comparable as a Nordic national convention bureau with similar government funding and member destinations model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/80298508/admin/feed/posts

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 MeetDenmark