What OpdagDanmark does

OpdagDanmark ApS is a privately held Danish digital platform founded in 2015 in Aalborg, Denmark. The company operates a consumer-facing website, iOS/Android mobile application, and interactive digital map that aggregate Danish experiences — attractions, zoos, museums, hotels, restaurants, hiking and cycling routes, and events — organized by region, theme, and a crowdsourced 'Danmarks Bedste' (Denmark's Best) voting awards program covering 20+ categories. The platform reports 2.2M+ annual website visitors, 170K+ app downloads, 61K+ Facebook and 24K+ Instagram followers, and 18,500+ newsletter subscribers.

The underlying technology stack includes a cloud-based content management system, an interactive mapping engine, a white-label e-commerce "Shop" platform with modules for digital tickets, gift cards, annual/season passes, and stamp cards, a QR-code validation infrastructure for partner check-ins, and integrations with Stripe (for payouts), MobilePay, Apple Pay, Google Pay, Meta advertising, and the Danish event platform Kultunaut. A dedicated partner portal (bliv-partner.opdagdanmark.dk) enables self-service onboarding and shop management, and an SMS-based access system sells digital hiking routes on a pay-per-use basis.

Revenue is generated through three primary streams: tiered B2B partner subscriptions (Bronze at 300 kr/month, Silver at 600 kr/month, Gold at 1,000 kr/month), commission-based shop fees (6% for self-service, 10% for all-inclusive white-label with advertising and content support), and transaction-based revenue from SMS-sold digital hiking routes. A B2B2C loyalty program called KlubDanmark provides 500+ member benefits and is funded by partner promotional contributions rather than traditional ad spend. The company appears to operate with a very small team (1–10 employees) and only one disclosed funding event — a DKK 100,000 grant from Danish Coastal and Nature Tourism in 2021 — with no institutional venture or private equity backing evident in the source data.

Name

OpdagDanmark

Legal name

OpdagDanmark ApS

Website

https://opdagdanmark.dk

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

OpdagDanmark operates a Danish consumer discovery platform and white-label B2B shop infrastructure, enabling experience providers to sell tickets, gift cards, and passes while consumers discover attractions, routes, and events across Denmark via a website, app, and map.

Ownership category

akta.pro rank

Product category

Travel Experiences Marketplace

NAICS

Media Buying Agencies (541830)

SIC

Services-Advertising (7310)

akta.pro primary industry

Destination/Activity Booking Marketplaces (Tours & Tickets Aggregators) (THAKAAAH)

akta.pro secondary industries

B2B OTA/White-Label Booking Platforms & Affiliate Networks (THAKAAAO), Destination & Local Services Marketplaces (Transfers, Guides, City Passes) (THALAFAK), Local Experiences & Event Services Marketplaces (Photographers, Caterers, DJs) (BPAMAHAK)

Keywords

• Travel experiences marketplace
• Digital experience discovery
• Tourism partner platform
• Experience booking platform
• Local attractions marketplace

Headquarters

HQ city

Aalborg

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Partner Subscription Fees: Monthly or annual subscription fees from businesses wanting enhanced visibility and features on the platform. Tiers include Bronze (300 kr/month), Silver (600 kr/month), and Gold (1,000 kr/month) with varying levels of editorial coverage, guide placement, social media promotion, and SEO optimization.
2. Transaction Commission (Selfservice): 6% commission on all sales (tickets, gift cards, annual passes, clip cards) processed through partner shops. Zero setup cost, zero monthly fee, no binding period. Revenue only generated when partners make sales.
3. Transaction Commission (All-Inclusive): 10% commission on sales for partners receiving full-service support including product setup, marketing content creation, Facebook advertising, newsletter promotion, and white-label shop customization.
4. Digital Route Access: SMS-based access purchase for hiking routes, allowing users to purchase digital route access codes.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels8 records

Core offering

OpdagDanmark operates a Danish digital discovery and commerce platform (website, iOS/Android app, interactive map) that aggregates more than 500 Danish experience providers (attractions, restaurants, hotels, activity centers) and lets consumers find, book, and access experiences via tickets, gift cards, annual/season passes, and stamp cards. On the B2B side, experience providers subscribe to tiered visibility packages (Gratis/Bronze/Sølv/Guld at 300–1,000 kr/month) and use OpdagDanmark's white-label Shop to sell those products under their own branding, paying 6% (Selfservice) or 10% (All-Inclusive) commission per transaction. KlubDanmark is a B2B2C loyalty marketplace delivering 500+ partner benefits and 450+ digital hiking/cycling routes to end users.

Product overview

OpdagDanmark is a travel tech platform consisting of a public-facing discovery experience (a website, mobile app, and interactive map with over 450 digital walking and cycling routes, an event calendar, editorial city/region and theme guides, and a crowdsourced awards platform called 'Danmarks Bedste' with 20+ voting categories), combined with a white-label commerce and partner infrastructure. The partner side includes a multi-tiered visibility program (Gratis/Bronze/Sølv/Guld) and a Shop platform with four digital product modules: Billetter (tickets), Gavekort (gift cards), Årskort & Sæsonkort (annual/season passes), and Klippekort (stamp cards). A KlubDanmark loyalty club offers over 500 member benefits and route access. The Oplevelsesgaver marketplace enables consumers to purchase curated experience gifts. All commerce modules are built around a 'no cure, no pay' commission model with Stripe-powered payouts and MobilePay/Apple Pay/Google Pay payment acceptance.

Differentiator

Problem solved

Functional benefit

Brands

• KlubDanmark: A benefit club with Danish experiences offering discounts at 500+ experiences across Denmark and access to 450+ digital cycling and walking routes.

Products and services

• OpdagDanmark Discovery Platform (Website & Mobile App) Consumer-facing discovery platform (website and iOS/Android mobile app) aggregating Denmark's experiences, attractions, restaurants, hotels, events, and routes, organized by region, theme, and event calendar. Free for end users; monetized through partner subscriptions and shop commissions.
• KlubDanmark Loyalty Club B2B2C benefit club offering 500+ partner discounts and free admissions at Danish experiences, plus access to 450+ digital hiking and cycling routes. Partner businesses contribute promotional value in lieu of traditional advertising spend.
• Partner Program (Bliv Partner) Tiered B2B visibility program for Danish experience providers: Gratis (free map pin), Bronze (300 kr/month – editorial article + local guide mention), Sølv (600 kr/month – + regional guide + 2 Facebook/Instagram posts), Guld (1,000 kr/month – homepage featured placement, SEO optimization, Meta ads, automated event syncing). Annual prepay discounts available.
• OpdagDanmark Shop (White-label E-commerce for Partners) White-label e-commerce platform for Danish experience businesses to sell tickets, gift cards, annual/season passes, and stamp cards under their own branding via OpdagDanmark subdomains or custom domains. Two plans: Selfservice (6% commission, partner manages own setup) and All-Inclusive (10% commission, includes product setup, marketing copy, Facebook/Instagram advertising, newsletter promotion, and white-label sub-domain). Stripe-powered automated payouts; accepts MobilePay, Apple Pay, Google Pay, and card payments; QR-code check-in at entry.
• Digital Hiking and Cycling Routes Digital hiking and cycling routes across Denmark, accessible via the Experience Map and (for hiking) via SMS-based purchase. Provides self-guided digital tours 365 days a year, with points of interest along each trail. Over 450 combined routes are available to KlubDanmark members.
• Danmarks Bedste (Denmark's Best Awards & Voting) Crowd-voting awards platform letting users nominate and vote for their favorite Danish experiences across 20+ categories (badehoteller, badestrande, bagerier, caféer, hoteller, museer, spa & wellness, etc.). Generates earned media and engagement that drives organic discovery for partner businesses.
• Oplevelsesgaver (Experience Gifts Marketplace) Curated marketplace offering pre-packaged experience gift sets (hotel stays, attraction tickets) and direct purchase of experience vouchers from partner businesses, served through the main opdagdanmark.dk Shop portal.

Quantifiable outcome

• Partners report savings vs. traditional advertising through KlubDanmark model
• +1 more outcomes

Named customers12 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature5 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• StripecoreTechnology or IntegrationPayment processing integration via Stripe enabling direct payouts to partner business accounts. Supports MobilePay, Apple Pay, Google Pay, and card payments with automatic settlement.
• Meta (Facebook/Instagram)coreGTM or Marketing PartnerGold tier partners receive advertising management on Facebook and Instagram with OpdagDanmark as the ad account holder. OpdagDanmark creates and manages ads while partner covers only the ad budget.
• Glad ZoominorChannel Partner/ Reseller/ DistributorSouth Jutland zoo selling tickets, annual passes, and gift cards via hosted OpdagDanmark shop. Named South Jutland's Best Children's Experience 2025.
• LEGOLAND BillundminorChannel Partner/ Reseller/ DistributorPremium attraction partner offering up to 38% discount on admission tickets through KlubDanmark membership benefits.
• Ruths HotelminorChannel Partner/ Reseller/ Distributor5-star luxury hotel in Skagen offering prize stay packages through OpdagDanmark competitions. Valued at 3,100 DKK.
• Melsted BadehotelminorChannel Partner/ Reseller/ DistributorAward-winning seaside hotel (Danmarks Bedste Badehotel 2026) offering prize stays through OpdagDanmark competitions. Prize valued at 2,000 DKK.
• Home of CarlsbergminorChannel Partner/ Reseller/ DistributorCopenhagen attraction offering 10% admission discount to KlubDanmark members.
• BonBon LandminorChannel Partner/ Reseller/ DistributorFamily amusement park offering 20% ticket discount to KlubDanmark members.

Scale indicators6 records

Expansion highlights5 records

Direct peers

• Tiqets: Digital ticketing platform for museums, attractions, and experiences worldwide. Closely aligned with OpdagDanmark's ticketing, mobile delivery, and partner supply model for cultural and leisure attractions.
• Musement: Online platform for booking tours, activities, museums, and attractions globally. Operates as a B2C marketplace with partner ticketing infrastructure, directly paralleling OpdagDanmark's discovery-to-purchase flow.
• GetYourGuide: Global online travel agency specializing in tours, attractions, and experiences. Operates a marketplace model connecting travelers with experience providers in 150+ countries, closely matching OpdagDanmark's B2C discovery-plus-booking proposition.
• Klook: Asia-headquartered experiences and travel services booking platform. Comparable operating model of aggregating attractions, activities, and local experiences with integrated e-commerce, though focused primarily on APAC.
• Viator: Tripadvisor-owned tours, activities, and attractions booking platform. Directly comparable to OpdagDanmark's experience aggregation and ticketing marketplace, though operating at global scale across thousands of destinations.

Broad incumbents

• Tripadvisor: Largest global travel guidance platform with reviews, comparison, and booking for experiences. Competes for both Danish consumer attention and partner visibility, though operates as a broader travel meta-platform.
• Airbnb Experiences: Online experiences and tours offering within the Airbnb marketplace. While Airbnb is a much broader accommodation-first platform, its Experiences vertical directly competes for the same consumer demand and partner supply.
• VisitDenmark: Denmark's national tourism board promoting Danish destinations and experiences domestically and internationally. Overlaps with OpdagDanmark's editorial and discovery role and acts as a public-sector incumbent in Danish tourism marketing.

Emerging players

• Headout: Mobile-first marketplace for last-minute tours, attractions, and experiences. Comparable discovery-plus-instant-booking proposition targeting urban travelers, with overlapping SMB partner model.

Regional players

• Kultunaut: Established Danish event calendar and cultural listing platform. OpdagDanmark already integrates with Kultunaut for automated event syncing in the Gold tier, indicating an adjacent Danish competitor and partner for cultural event discovery.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/opdagdanmark
• Instagraminstagram.com/opdagdanmark
• LinkedInlinkedin.com/company/opdagdanmark

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 OpdagDanmark