New partnership to strengthen tourism

When Aarhus and the Central Denmark Region becomes European Capital of Culture in 2017, it opens new major opportunities for growth in tourism. Therefore, VisitAarhus and Aarhus 2017 have signed a strategic partnership agreement to ensure that the Aarhus region can attract more tourists, both nationally and internationally.

"European Capital of Culture in 2017 is a unique opportunity to highlight and brand the city and the region's cultural diversity worldwide, hence realising an enormous potential. We are therefore pleased to formalise and strengthen our close cooperation with Aarhus 2017 in this area," says Peer H. Kristensen, Director of VisitAarhus.

The new agreement ensures that VisitAarhus and Aarhus 2017 have a both economic and practical framework for cooperation on a focused tourism effort with a budget of six million DKK over three years. According to the agreement, VisitAarhus, in cooperation with VisitDenmark, will be responsible for increased efforts in the international marketing of Aarhus and the region as a destination for cultural and city tourism.

Aarhus 2017 will also contribute to the welcome service for thousands of cruise tourists, offer training in guest service to employees in service functions and provide support for a joint information centre.

"It is important to think long term in the field of tourism to take advantage of the great opportunities for growth in Aarhus and the Central Denmark Region offered by the European Capital of Culture. Tourism is a major driving force and inspiration, and we look forward to the cooperation with VisitAarhus, which is a strong tourist organisation," says Rebecca Matthews, CEO of European Capital of Culture Aarhus 2017.

In 2017, the Aarhus region will see new hotels opening, more cruise ships at the harbour and welcome thousands of new visitors.

“More tourists will ensure more business, create more jobs and raise the profile, visibility and the long term international reputation of our city,” says Rebecca Matthews.