PRESS RELEASE
The cultural scene needs a shared beacon that stakeholders throughout the region around Elsinore can look to for guidance. That is the short version of the vision for Elsinore as European Capital of Culture, the next time the title is awarded to Denmark—in 2032.
The same need has been identified in the tourism industry, where initiatives focused on cultural tourism in the region have demonstrated significant potential. Based on evaluations from other European Capitals of Culture, the number of tourists seeking cultural experiences is on the rise. Previous candidate cities have also reported the same effect when it comes to business and conference tourism.
However, while there are commercial benefits for the entire tourism sector associated with investing in the bid, it is the project’s ability to develop the destination based on demographic parameters that has led the destination marketing organization Wonderful Copenhagen to join the Elsinore 2032 association, which is working to make Elsinore the European Capital of Culture:
“From our perspective, tourism is about much more than infrastructure and services. The European Capital of Culture project engages local communities throughout the destination. The project invites citizens, associations, cultural institutions, and businesses to take ownership of the destination’s development, so that it actively supports our efforts to create tourism growth in the capital that benefits citizens, local areas, our shared cultural offerings, and the business community—in a way that simultaneously supports our goal of sustainable transition,” says Søren Tegen Pedersen, CEO of Wonderful Copenhagen, regarding the application for Elsinore 2032.
This approach aligns well with the association’s work, explains board chairman Jens Frimann Hansen. He believes the project can help foster enriching interactions not only among residents but also with visitors. Frimann Hansen makes it clear that this is not about culture for culture’s sake:
“We are incredibly pleased that Wonderful Copenhagen and the tourism sector are now fully committing to the campaign to make Elsinore the European Capital of Culture. It is well documented that tourism and culture together drive economic growth. But this collaboration is also about contributing to the European project in a way that is sorely needed in the world today. Culture and tourism complement each other well when it comes to urban development and creating sustainable and inclusive regions that are attractive to both residents and visitors.”
The fact that this is a project intended to benefit not only Elsinore but the entire region is underscored by the fact that Wonderful Copenhagen has joined the association as an independent organization and not as the destination marketing organization for the City of Elsinore.
“As a European Capital of Culture, you represent the entire country, but it’s clear that the surrounding region will benefit most from the project. Destination development transcends city and municipal boundaries, so our interests in the project aren’t just on behalf of Elsinore,” explains Søren Tegen Pedersen, emphasizing that the association’s membership fee is therefore not taken from the funds that the City of Elsinore pays to Wonderful Copenhagen to serve as the municipality’s destination management organization.
Elsinore 2032 was established as an association in 2021. A majority of the Helsingør City Council has decided to support the association’s work in 2025, when the Ministry of Culture is expected to launch the competition among Danish cities to become the European Capital of Culture in 2032—the next time it is Denmark’s turn to hold the title.
Contact: Aslak Gottlieb, kontakt@elsinore2032.dk – mobile 41 40 49 58
