The Danish Startup Ecosystem Guide - Magasin - Side 32
NATIONAL CLUSTERS + OTHER CLUSTERS
This article is published in collaboration with Hub for Innovation in Tourism
Tourism is one of Denmark’s major export industries, with a turnover of DKK 140 billion in 2019 and a target of DKK 50 billion growth in turnover by
2030 compared to 2019.
Foto: Mette Johnsen
Tourism industry is growing
and looking for startups to
drive innovation
With challenges, a startup accelerator and close collaboration with the
established industry, the Hub for Innovation in Tourism is pushing for more
innovative tourism. And the opportunities to find a market in the industry as
a startup are many.
T
ourism is bare feet in the sun,
a cosy cottage and quality time
with the family. But it’s also a
huge industry.
In Denmark, tourism is the fourth
largest export industry, generating more
than DKK100B in turnover annually.
Globally, the figures are even more staggering: Tourism contributes $5.800 trillion to the global economy and continues
to grow rapidly.
32
This is also evident in the global startup ecosystem, where tourism startups
have seen significant investments in
recent years - e.g. in the UK, where traveltech startups raised £358M in 2020.
The trend hasn’t really taken off in Denmark yet, but the potential is clearly there.
“It’s a huge blue ocean for many solutions because the industry is behind on
digital transformation parameters. That’s
why we want to help entrepreneurs who
can challenge the status quo. We need to
ensure that innovation in the industry
continues to make it easy, convenient and
enjoyable to be a tourist in Denmark,” says
Heidi K. Dahl Larsen, Head of Secretariat,
Hub for Innovation in Tourism (HIT).
Covers the whole chain
Tourism has yet to become a hyped vertical for startups. That’s why HIT wants
to support entrepreneurs all the way:
The Guide
