PRESS RELEASE
The cultural scene needs a shared beacon for everyone in the Helsingør region to look to. That's the brief vision for Helsingør becoming the European Capital of Culture when Denmark next hosts the title in 2032.
We've seen the same need in the tourism industry, where initiatives aimed at cultural tourism in the region have shown great potential. Evaluations from other European Capitals of Culture show that the number of tourists seeking cultural experiences increases. Former candidate cities also report the same positive effect when it comes to business and conference tourism.
While investing in the candidacy offers commercial returns for the entire tourism sector, it's actually the project's potential to develop the destination demographically that convinced Wonderful Copenhagen, the destination company, to join the Elsinore 2032 association, which is working to make Helsingør the European Capital of Culture:
“For us, tourism is about so much more than just infrastructure and service. The European Capital of Culture project gets local communities across the entire destination involved. It invites residents, associations, cultural institutions, and businesses to take ownership of destination development. This actively supports our efforts to boost tourism in the capital, benefiting citizens, local areas, our shared cultural offerings, and businesses – all while supporting our goal of sustainable transformation,” says Søren Tegen Pedersen, CEO of Wonderful Copenhagen, regarding their membership in Elsinore 2032.
That approach really aligns with what our association does, explains Jens Frimann Hansen, the chairman of the board. He believes the project can help create enriching encounters, not just between residents, but also with visitors. Frimann Hansen makes it clear that this isn't about culture for culture's sake:
“We're incredibly happy that Wonderful Copenhagen and the tourism sector are now seriously joining the effort to make Helsingør the European Capital of Culture. It's well-documented that tourism and culture together create economic growth. But this collaboration is also about contributing to the European project in a way that's really needed in the world right now. Culture and tourism complement each other perfectly when we're developing cities and creating sustainable, inclusive regions that appeal to both residents and visitors.”
The fact that this project will benefit not just Helsingør, but the entire region, is highlighted by Wonderful Copenhagen joining the association as an independent organization, rather than as a destination company for Helsingør Municipality.
“As a European Capital of Culture, you represent the whole country, but it's clear that the surrounding region will get the biggest boost from the project. Developing destinations goes beyond city and municipal borders, so our interest in this project isn't just for Helsingør,” Søren Tegen Pedersen explains. He also stresses that the association's membership fee won't come from the funds Helsingør Municipality pays to Wonderful Copenhagen for being the municipality's destination company.
Elsinore 2032 was established as an association in 2021. A majority in the Helsingør City Council has decided to support the association's efforts in 2025. That's when the Ministry of Culture is expected to announce the competition among Danish cities to become the European Capital of Culture in 2032, which will be Denmark's next turn to hold the title.
Contact: Aslak Gottlieb, kontakt@elsinore2032.dk – mobile 41 40 49 58
