ABSTRACT
Destination development in Denmark, as elsewhere in Europe and beyond (Hall, 2008),
has had two constant elements in recent decades. In the 1970s and 1980s, tourism
policy was a one-dimensional affair in terms of policy instruments because the main
activity was promotion of Denmark, or parts thereof, to prospective tourists through adver-
tising, press coverage and leaflets, produced and distributed by national and local tourism
bodies (Lyck, 2003; Schultz, 1988). In short, the existing product was taken for granted
and efforts concentrated instead on making it visible to prospective or existing visitors
through market communication. Both these activities persist, with the role of
VisitDenmark being exclusively devoted to international promotion since 2010
(Økonomi-og Erhvervsministeriet, 2010), and a host of subnational DMOs and tourist
information offices continuing to provide guidance about local visitor attractions and
experiences (Danske Destinationer, 2012).
