The themes allow the recipient to understand what differentiates Denmark from other destinations and why Denmark is worth visiting

Seven theme stories

Life by the sea

Come and be part of life by the Danish coasts and in resort towns. Wellness, relaxation, a warm atmosphere, open skies and the wind in your hair.

Active by nature

Danish nature offers active experiences for everyone – whether you’re an active person or more laidback.

Liveable city

Enjoy innovative urban development, sustainability, and the environmentally-friendly Danish lifestyle.

Living history

Delve into Denmark as a country and understand the Danes through their history.

Good food

Every dish or speciality tells a story from Denmark. A story told by the farmer, the fisherman on the quay or the gourmet restaurant.

Inspiring shopping

Allow yourself to be inspired by Denmark’s creativity and award-winning designers – while you shop.

Seven theme stories

The themes allow the recipient to understand what differentiates Denmark from other destinations and why Denmark is worth visiting. The seven theme stories are visible throughout VisitDenmark’s communications across all activities related to marketing and public relations.

The objective of the theme stories is to create a well-defined position in each of VisitDenmark’s markets within selected functional themes. For each market, we have chosen the themes that will be highlighted in the years to come.

Those involved with the branding of Denmark as a travel destination are encouraged to utilise the theme stories as inspiration to develop new experiences, but they also can be employed to create awareness of existing experiences and how to market them.