Kickstart of the Culture Tourism during Covid-19

Establishing a knowledge base that guides cultural partners in attracting more guests and thinking in innovative business models with the given conditions during COVID-19.


Silverlining Research 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.
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Terje Vammen

Senior Director & Partner
Silverlining Research
Mobile: +45 2986 1515

Bjarke Bøgeskov

Project Director & Partner
Silverlining Research
Mobile: +45 4019 2060

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