COPENHAGEN, Denmark -- In a funding coup, Denmark's capital has
won an additional $8 million for worldwide promotion.
The public-private addition to Copenhagen's marketing budget
from now to 2001 is being supported by SAS, the biggest
contributor, along with the Danish Tourist Board; the city
government of Copenhagen and surrounding counties, and the
Ministries of Industry. The funding is intended to increase
international bed nights by 150,000 annually, a 16% increase over
the 1996 figure.
Markets targeted will include Germany, Great Britain, Italy,
Spain, Switzerland, Russia and the U.S. The U.S. market will be
targeted with a $1.4 million campaign, making it second only to
Great Britain in Copenhagen's promotional efforts. The $1.4 million
will be aimed primarily at stimulating the meetings and incentives
market, according to Jarl Boye-Moller, managing director of the
Danish Tourist Board here.
"Growth was stagnant in the early '90s until Copenhagen hosted
Cultural Capital in 1996; then the city saw a 16% increase in
international bed nights. Last year showed about 8% growth," he
said, adding that Americans account for about 250,000 bed
Boye-Moller said the city would be adding 1,200 to 1,400 four-
and five-star hotel rooms the next two years. He said deals were
being made with hotel chains to construct new properties but that
he could not reveal details until contracts were finalized.