Sustainable Destination Management
Strategies in the OIC Member Countries
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In 1967, Denmark’s Tourist Board (now VisitDenmark) was established by a division of the then
federal association, the Tourist Association for Denmark. From a total membership of 1400 in
1895, the membership of the associations grew to 64,000 in 1987; in 1999 it had dropped to
34,000. Board membership consists of members from the local community, local tourism
businesses, and in many instances representatives of the municipal councils. Most tourist
associations are involved in the operations of the local tourist office.245
Today, tourism in Denmark falls under the responsibility of the Ministry of Industry, Business
and Financial Affairs through the Danish National Tourism Forum, whose aim is to coordinate
the promotion of Danish tourism. The Forum is made up of several members, including a
chairman from the Ministry of Industry, Business and Financial Affairs, VisitDenmark’s
Chairman, and members from regions and local governments of Denmark, as well as observers
and a researcher, jointly representing a broad range of interests across the tourism industry.
The National Tourism Forum is responsible for developing a national strategy for Danish
tourism and for collecting tourism data, undertaking an annual analysis of the development of
Danish tourism, and reporting annually to the Minister. The Danish Tourism Advisory Board,
which advises the National Tourism Forum, has a chairman, 17 members and two observers,
who represent a wide range of stakeholders with tourism interests.246
Figure 15: Denmark - Tourism Bodies
Source: OECD
VisitDenmark is the Forum’s agency charged primarily with the management of the
international branding and marketing of Denmark strategic tourism development and with
promoting the country as a tourist destination in the international marketplace. The agency is
also responsible for market research and monitoring trends and activity in Danish tourism. It
cooperates with the Ministry of Business and Growth, Danish National Tourism Forum and
regional tourism development agencies.247 VisitDenmark’s board of directors consists of
representatives of the Danish Ministry of Business and Economic Affairs, the regional growth
forums, business organizations, and private businesses.
245 Hansen, J. (2018). Turistforening. Den Store Danske, Gyldendal. Retrieved from
246 OECD. (2018). OECD Tourism Trends and Policies 2018 . Paris: OECD Publishing.
247 EtravelWeel. (2015). Denmark tourism policies and trends. Retrieved from