Storbyernes Kultursignatur (The Cultural Signature of Major Cities)

The aim is to create a stronger shared cultural brand and attract more international visitors outside the peak season.

Project objectives

The project aims to strengthen and develop the market position of major cities, increase the number of overnight stays and revenue from international visitors in particular outside the high season. This will be achieved through more clearly defined cultural tourism profiles, a broadly based and coherent range of experiences and cultural offerings, and a stronger local and market-based anchoring of the experiences in the major cities. The project will strengthen and raise the profile of the Danish city tourism brand and link classic tourist attractions to the communities of everyday life and local distinctive features. With a particular focus on seasonal optimisation, we will ensure that we utilise the capacity in the cities and work to create vibrant and exciting cities all year round. 

Project content 

The project is structured in three tracks, with Track 1 forming the basis for Tracks 2 and 3: 

Track 1: Foundation for Cultural Tourism 

• Mapping of cultural offerings and site-specific qualities in the cities 
• Development of 1 joint and 4 individual cultural profiles that highlight the cities’ strengths 
• Identification of target groups and segments with the greatest potential.

Track 2: Academy for Cultural Tourism

• 8 seminars for cultural actors focusing on data-driven business development, marketing and partnerships
• Development programme for 40 stakeholders to create 8 new concepts across major cities and cultural attractions 
• Knowledge sharing via MOSAIK and publications, ensuring that experiences and methods reach a wide audience. 

Track 3: Marketing 

• Development and testing of 4 content packages (images, video, guides) 
• 2 international branding campaigns under VisitDenmark’s brand The Land of Everyday Wonder 
• Focus on data collection and impact measurement to optimise conversion and awareness 

Target audience

The project’s primary target groups are cultural institutions, cultural actors and commercial experience providers, e.g. museums, art galleries, cultural centres, experience centres, concert venues, churches, cultural events, festivals and other actors that promote culture, art and history with international potential and relevance – in the city of Aalborg. If you are an operator in the rest of Destination Nord, you should take a look at the project Culture at Heart. 

How the project benefits you as a stakeholder

As a cultural and/or tourism stakeholder, the project will provide you with knowledge about international cultural tourists as well as insight into your destination’s cultural profile and target audience, which will provide a strong foundation for development. As a stakeholder (in the city of Aalborg), you can participate in seminars, networking events and development programmes, where you will have the opportunity to, among other things, enhance your skills, engage in professional dialogue and create new concepts in collaboration with other stakeholders across Aalborg and other major cities. In addition, the project raises the profile of the cities’ cultural offerings through international campaigns and content packages, which in turn will enhance your visibility as a cultural/tourism stakeholder in the area. 

Overall, through this project, you as a stakeholder will gain a better data foundation, new partnerships, increased visibility and the opportunity to attract more international visitors – particularly outside the peak season. 

Funding 

The project is supported by the Danish Business Promotion Board with a total of DKK 4.9 million. 

Duration 

The project runs from 1 January 2026 to 31 December 2028.

Funding body

The project is supported by Danmarks Erhvervsfremmebestyrelse.