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
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,
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 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.