Cultural partners unite behind ambitious manifesto to boost tourism in Odense
Odense is setting new standards for collaboration between the city’s cultural, tourism, and experience sectors. For the first time in Denmark, a destination management organization, the municipality, and cultural institutions have come together to establish a shared Cultural Tourism Manifesto.
This ambitious, action-driven manifesto aims to strengthen cooperation between culture, tourism, and business to enhance Odense’s position as an attractive destination. The manifesto was officially launched today at a major Tourism Kickoff event for the city’s cultural, tourism, and experience industries.
Photo:Simone Stæhr Keller
A New Tourism Year Kicks Off in Odense
Today marked the beginning of a new tourism year in Odense, as key stakeholders from the city’s cultural and experience sectors gathered for a large-scale Kickoff event at Anarkist Beer and Food Lab. The event also served as the launchpad for the Cultural Tourism Manifesto—a shared ambition to make Odense an even more appealing destination for both local and international visitors, all year round.
Culture as a Driving Force in Odense’s Development
By strengthening collaboration between culture, tourism, and urban development, the manifesto aims to grow tourism while preserving Odense’s unique cultural heritage and authentic character. The goal is to create a united movement where culture and creativity drive the city’s development—not just attracting more tourists, but also ensuring a vibrant city with more jobs and a thriving cultural scene for both residents and visitors.
So far, the following organizations have signed the Cultural Tourism Manifesto: Odense International Film Festival, Odense Teater, Destination Fyn, Visit Odense, Odense Municipality, Teater Momentum, Kunstmuseum Brandts, Odense Åfart, Storms Pakhus, the Danish Railway Museum, and Museum Odense.
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A Network Ready for Change
Over the past year, Louise Örnfelt, an expert in experience economy and cultural tourism, has facilitated a program for Odense’s cultural tourism network, focusing on knowledge-sharing and business development. The network has played a key role in transforming big ambitions into concrete action:
"At Kunstmuseum Brandts, we are committed to making world-class cultural experiences a defining feature of Odense. The Cultural Tourism Manifesto sets the bar high for driving change together—making Odense even more attractive to visitors who travel for art and culture. We are proud to be part of this initiative," says Ulrik Jungersen, Commercial Director at Kunstmuseum Brandts.
A First for Denmark
The manifesto represents a joint commitment, bringing together stakeholders to strengthen and promote Odense’s potential as a cultural tourism destination. This kind of binding cross-sector collaboration is unprecedented in Denmark. Trine Spliid Bech, Head of Growth & Tourism at Odense Municipality, explains:
"For the first time in Denmark, cultural institutions, tourism organizations, the municipality, and a destination management company have entered into a formal agreement. We are proud of this achievement. The manifesto contains bold ambitions, and it’s fantastic that Odense is pioneering a new approach to cultural tourism. This reflects a strong spirit of collaboration and valuable cross-industry connections. Hopefully, even more stakeholders will join over time. I’m excited to see the impact of the Cultural Tourism Manifesto."
The Cultural Tourism Manifesto is part of Cities for Culture, an initiative under Danish Metropolitan Tourism, where Odense has collaborated with Aarhus and Copenhagen to strengthen cultural tourism. The project is supported by the Danish Business Promotion Board.
