Silverlining and Kvistgaard+HIRD are a part of the project Kickstart the Culture Tourism. It is a one-year project under the development company Dansk Storbyturisme during which Wonderful Copenhagen, Visit Aarhus, Destination Fyn og Destination Nord jointly have promoted cultural tourism in collaboration with the big cities’ cultural partners after the arrival of Covid-19.

As a part of the project, we have established a knowledge foundation which guides the cultural partners to get more guests, offer the right experience formats, ensure security in the experiences and think in innovative business models during Covid-19.

The analysis is based on a large number of different data sources, including extensive desk research, panel studies on travel considerations and behavior in Denmark and in seven important European markets, including Norway and Germany, with a total of 9,000 interviews. In addition, conducting more than 800 face-to-face interviews with guests at 13 different cultural attractions in Copenhagen, Aarhus, Odense and Aalborg.

The output for the project has, among other things, consisted of an interactive site for activating knowledge and detailed recommendations with checklists as well as webinars and workshops with broad participation. The project is helping to translate new knowledge into specific initiatives and tools in the form of, among others, targeted communication and relevant products. In addition, the project paves the way for innovation and knowledge sharing.

Discover more of our cases

Tourism, culture & attractions

Cruise Tourism for Wonderful Copenhagen

One of the branches within tourism, that has suffered the most from Covid-19, is the cruise industry. Wonderful Copenhagen wanted to gain more information regarding

Tourism, culture & attractions

Copenhagen as an Outdoor Destination

Experiences in the nature or the Danish coast have been the primarily reasons for Danes to spend their holiday in Denmark. However, the reasons to

Tourism, culture & attractions

Evaluation of Maltfabrikken

In April-May 2022, Silverlining Research carried out an Evaluation of Maltfabrikken for Syddjurs Municipality. Syddjurs Municipality wanted a better insight in the societal value of