What should tourism evolve towards by 2030?

CHALLENGE

After the tourism industry has recovered following the COVID-19 pandemic, it is time to gear the sector towards the future. Therefore, Wonderful Copenhagen is currently developing a new vision and strategy for tourism in 2030. This strategy aims to address how tourism can deliver broader value and create even more social, cultural, and environmental benefits for both citizens and Danish society.

SOLUTION

At Resonans, we have supported the development process by collecting and analyzing input from all stakeholders involved in tourism: citizens, politicians, business and cultural actors, national and local stakeholders, as well as the board, management and employees of Wonderful Copenhagen. We have conducted focus groups, workshops, and engaged with citizens on the streets to discuss how they experience tourism in their daily lives and what future perspectives they have for tourism development.

RESULT

The result of the extensive data collection process is a strong strategic foundation for the final formulation of the vision and the selected strategic goals. A strength of Wonderful Copenhagen's thorough and comprehensive insight gathering is that the analysis clearly revealed common patterns in what tourism should evolve towards in 2030.