Prevue asked Christina Andersen, sales & marketing manager, meeting industry for Visit Denmark for her thoughts on incentive travel.
Prevue: What types of Danish experiences are most popular for incentive travel programs in 2013?
A: For incentives programs going to Denmark there is a significant focus on historical and cultural experiences, such as participating in traditional ‘Viking games’ for half a day or enjoying a celebrity chef cooking experience.
Having the #1 restaurant in the world, NOMA, for three years in a row has really helped put Copenhagen on the culinary map. And, with a total of 13 Michelin-star restaurants in the Danish capital, there are lots of options for creating memorable programs revolving around high-end dining.
How is the definition of “wow” experiences evolving for incentive travel planners in Denmark?
We see that experiences have to be more interactive than ever before in order to elicit that wow feeling. Whether people are battling it out in LEGO Serious Play (LEGO teambuilding for adults), brewing their own organic beer, or racing each other in replica Viking ships, most groups prefer to have an interactive element in their program.
You can also create the wow effect by involving celebrities and venues not open to the general public. For example, a special tour can be arranged for VIP groups interested in learning about the royal Danish family. The tour includes an exclusive visit to Christian VIII Palace at Amalienborg (The Royal Palace), a visit to Christiansborg Palace (now home to the Danish parliament), and a special introduction to the Danish monarchs by the former Lord Chamberlain, who served with the Queen for 14 years.
How popular are Copenhagen’s cultural venues during incentive programs?
Historical and cultural venues always hold a strong appeal in a country like Denmark, home to one of the oldest monarchies in the world. Plenty of incentive groups visiting Copenhagen do gala dinners at places like Kronborg Castle (the setting for Shakespeare’s Hamlet), the Black Diamond (part of the Royal Danish Library) and the Copenhagen Opera House. Denmark is known for its amazing architecture and cutting-edge design and a significant number of Copenhagen venues are either historical or award-winning design venues.
Beer is a large part of Danish culture as well. Doing a historical tour of Carlsberg Brewery, complete with a special beer sampling (“guess an ale”) and horse-drawn carriage rides, is a very popular incentive program for small and large groups.