Danish, Swedish boards sever 2-year-old link

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NEW YORK -- The Danish and Swedish tourist boards here, which merged nearly two years ago, are going their separate ways.

The Swedish board, unlike any other European tourist office branch in New York, will be run from London, by Barbro McAusland, who also oversees the U.K. office.

Dorthe Hansen returns to her post here as director of the Danish Tourist board.

The managing director of the Swedish Travel & Tourism Council in Stockholm, who was appointed last August, reorganized all overseas marketing offices into new groupings in December, McAusland said.

Other branches of the Swedish Travel & Tourism Council have a similar setup, she added.

McAusland said that in 1999, the previous managing director of the Swedish Travel & Tourism Council in Stockholm felt that the tourist boards could be combined in the U.S. "because we had quite a lot of projects together" in preparation for the opening last year of the Oresund Fixed Link between the two countries.

Also encouraging the move was a study that found that of a pool of U.S. travelers who visited either Denmark or Sweden on their most recent trip, almost 70% visited both countries.

McAusland conceded that cost cutting was part of the reason behind the recent reorganization but would not agree that a failed effort to lump Denmark and Sweden together had anything to do with it.

"It doesn't mean that we don't have good cooperation with all the other Scandinavian tourist boards, and we will still do many joint activities," she said.

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