City report
Cool, cosy and cultured
AARHUS MAY BE DENMARK’S SECOND CITY BUT THERE IS NOTHING ELSE
SECOND PLACED ABOUT IT
dmittedly, Covid-19 has
caused a crisis and
immense uncertainty in the
tourist sector all over the
world – and Danish second city Aarhus is
no exception. However, most of this
year’s scheduled international
conferences are being postponed to 2021
instead of being cancelled outright,
meaning that most of the 2020 turnover
is not lost. VisitAarhus Convention
Bureau tells CMW that, despite the hit
from Covid-19, bookings for 2021 and
2022 in the city look good and 2022
could even be a record-breaking year for
Aarhus’ international conference market.
“We hope the Covid-19 world situation
will be more under control then, making
it possible for the conferences to be held,”
says Pia Lange Christensen, CEO at
Visit Aarhus.
Along with Gothenburg, Aarhus is one
of just two Scandinavian non-capital cities
ranked in the ICCA City Rankings top
100, after it moved up 46 places from last
year to number 88. The city even reached
No.77 in 2017 when it held the title of
European Capital of Culture.
Being prominent in the ranking list
certainly helps attract international,
academic conferences, which brings
Aarhus is one
of just two
Scandinavian
non-capital
cities ranked in
the ICCA City
Rankings top
100
Popular
landmarks:
Below: Isbjerget
by Dennis Bonup
Jakobsen
Top, right:
Your rainbow
panorama,
2011, Olafur
Eliasson ARoS
Kunstmuseum, by
Anders Trærup
important turnover to the city. The
international conventions scheduled for
2021 and 2022, that VisitAarhus
convention bureau is currently aware of,
are expected to generate a tourism
turnover of DKK 200m.
”Attracting major international
conferences is a strategic top priority for
Aarhus University, and we are delighted
that the efforts have been so successful.
The university’s co-operation with
VisitAarhus and other players around the
city is pivotal to this success,” says Anders
Frølund, head of events and
communication support at Aarhus
University.
Education and scientific research are
key focus areas for Aarhus which boasts
knowledge clusters within healthcare,
foods, cleantech, ICT, life science,
creative industry, and architecture. The
city is home to several world-leading
experts in these fields.
Compact and sustainable
As a European Capital of Culture,
Aarhus has many of its attractions within
walking distance and the gastronomic
scene is impressive. Venues range from
classic congress venues for up to 2,000
delegates to quirkier and smaller
meeting spaces.
Sustainability is a key focus in Aarhus
and organisers can tap into the city’s
Green Conference and Event Handbook
for a swathe of ideas and help in
assessing events and capturing data. A
third of organisers and events used the
guide last year and the CVB predicts that
figure will rise to 60% in 2021. The
handbook is comprehensive, with the
transport section highlighting
opportunities for delegates to use electric
buses and bicycles. Waste issues are
explored, with useful case studies offered.
Looking ahead, and the strong
co-operation bond between Aarhus
University, local businesses, the City of
Aarhus and VisitAarhus underpins
optimistic hopes for the future of
international MICE business in the city
and this, together with close contact with
conference planners, has helped the CVB
find solutions for the postponed
conferences.
VisitAarhus is also an active member
of the the Danish Executive Board for
Business Development and Growth’s
Kickstarter project.
The project provides an information
resource and tools, including for hybrid
meetings, security and health, and
winning new business. It also is able to
help with virtual site inspections.
A specific example could be mapping
and analysing technical possibilities to
create models for future design of hybrid
meetings.
Aarhus has developed its attraction for
visitors across many fronts in rapid time.
All being well post-pandemic, it should be
on any shortlist for European conference
destinations for organisers that value
sustainability, culture, architecture, a
world-leading university and a
knowledge-based economy.
The 9th European Communication Conference
of will take place in Aarhus in 2022. A
thousand specialists and delegates within the
field of media and communication research are
expected to visit the city.
ISSUE 108 / CONFERENCE & MEETINGS WORLD / 29