During 2018 MeetDenmark, together with international consultancy, Gaining Edge, conducted a major project on outreach. The purpose of the project was to identify how Danish destinations can create significant added value for the international associations coming to Denmark. The objective is to help associations achieve greater impacts in fulfilling their own goals and missions while also strengthening the value of visiting congresses for Danish society beyond the traditional direct economic benefits.
To succeed with the Danish vision of creating a powerful nexus between association and community goals the project amongst other things took a closer look at current international outreach and legacy activities. This was done to create a deeper understanding and to establish the foundations for a new value creating model of strategic partnership between congresses and destinations.
The project involved desk research on 50 international associations and 50 destinations as well as interviews with 20 from each of the two groups.
Among the primary findings are:
During 2019 MeetDenmark will publish further and more in-depth results from the analysis. For example:
What do associations, industry publications and destinations focus on when it comes to outreach and legacy? And what are the key drivers?