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Cases

Category:
Strategy, Marketing, PR, Sales

Atlantic Link Inbound

Tourism Development in Northern Denmark

THE CHALLENGE

For generations, Northern Denmark has been a treasured destination for Danes and Germans alike. Every summer, they flock to the northernmost part of Denmark to experience its unparalleled nature, traditional Danish culture, and local gastronomy. But aside from its closest neighbors, Northern Jutland was a well-kept secret. Something a local group of private-public players wanted to change.

THE SOLUTION

The group commissioned Atlantic Link to lead and execute a tourism development project to release some of the untapped tourism potential of Northern Jutland. The aim: To increase international exposure and attract new visitors to the region.

Since October 2019, Atlantic Link have arranged a series of FAM trips to educate key players within well-defined target markets and segments about the destination. And this is just the beginning.

RESULTS

See outline of activities below and please contact our team for detailed information about the itineraries and to learn more about your opportunities to work with us on similar projects.

Please contact our team for detailed information about the itineraries and to learn more about your opportunities to work with us on similar projects.

Latest Projects

FAM TRIP OCTOBER 2-7, 2019

In 2019 NY Times named Aalborg as a must-visit destination in 2019. Around the same time President Trump and former President Obama was scheduled to visit Denmark, which meant that there was great attention on Denmark and Northern Jutland from the U.S. The United States was already identified as an attractive remote target market for Northern Jutland and the timing to do a sales activation in the market was perfect. In record time, Atlantic Link hand-picked 20 relevant American travel agents and invited them on a FAM trip to Denmark. The trip consisted of 3 theme-based itineraries showcasing the strong suits of the region: ’Culinary’, ‘Art & Culture’, and ‘Outdoor & Active’. The aim of the FAM trip was to make the Northern Jutland product avaliable to american travelers and encourage them to include the destination as part of their itinerary to Europe or Scandinavia.

FAM TRIPS JUNE, 2020

When the Covid-19 pandemic hit worldwide, Atlantic Link identified new opportunities for Northern Jutland. Travel restrictions will inevitably affect visitation from overseas markets for 2020/2021, but several opportunities to increase visitation to the region from markets such as Denmark, Sweden, Norway, and Germany presented themselves.

To continue to maintain and increase visitor numbers to the region during this critical time, Atlantic Link organized two FAM trips in June 2020. One for Danish MICE and incoming agencies (June 10-12) and one for Danish leisure and incoming agencies with a special focus on leisure groups and the FIT segment (June 20-22). The aim of the FAM trips is to increase group and FIT business to Northern Jutland short term (2020/2021) and outside high season.

Both groups followed a 2-day program targeted for each specific segment showcasing the strong suits of Northern Jutland. The timing of the FAM trips was ideal as many agencies are currently using the slowdown caused by Covid-19 for product development, so they are able to offer new, relevant, and safe travel destinations to their respective target groups. Alreday a few weeks later we see that the product is avaliable to clients to booking!

 

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Recent Awards

Travel Award 2019
Best Cruise Line
Norwegian Cruise Line

Travel Award 2017
Best Tourist Destination
USA

Gazelle Company 2016
Honorary Award

Travel Award 2016
Best Tourist Destination
USA

Atlantic Link Is a Proud Member Of

DBTA
Danish Business Travel
Association

Discover America
Nordic

IAGTO
International Association
of Golf Tour Operators

PATA
Pacific Asia Travel
Association

SBTA
Swedish Business Travel Association

Travel Agency Association
(Scandinavia)

Travel Writers Association
(Scandinavia)

USTA
U.S. Travel Association