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Destination Fyn

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General Information
The date when the cluster organisation was established: 
Sunday, 1 January, 2012
Number of staff in the management team of the cluster organisation : 
11-20
Regions: 
Syddanmark
Membership to other networks/partnerships: 
NameWebsite
European Cities Marketing
INVIO
Danske Destinationer (Danish Destinations)
FOMARS
Cluster Management Team: 
NameSurnamePositionTelephoneEmailGender
Rasmus
Hessum Hansen
Cluster Manager
+4529335425
rhh@destinationfyn.dk
Male
Thomas
Kastrup
Other
+4521786757
thoka@destinationfyn.dk
Male
Mads
Asbild
Other
+4551464569
mkasb@destinationfyn.dk
Male
Jakob
Lund Staun
Other
+4561687370
jakls@destinationfyn.dk
Male
Ina
Svop
Project Manager
+4521660241
isvop@destinationfyn.dk
Female
Anita
Skoven Jensen
Project Manager
+4551284344
asje@destinationfyn.dk
Female
Mark
Hauge Østergaard
Project Manager
+45 20512728
mhoe@destinationfyn.dk
Male
Martin
Jensen
Project Manager
+4520135435
mljen@destinationfyn.dk
Male
Line
Lykke Haukrogh
Project Manager
+4521753932
linlh@destinationfyn.dk
Female
Nina
Brandt Jacobsen
Other
+452399 6656
ninkj@destinationfyn.dk
Female
Xiaowei
Liu Lolk
Other
+4529107302
xll@destinationfyn.dk
Female
Jesper
Larfort
Other
+4551210118
jebla@destinationfyn.dk
Male
Laura
Raidla
Other
+4521520408
larai@destinationfyn.dk
Female
Jeanette
Lund Clausen
Other
+4530592445
jcl@destinationfyn.dk
Female
Sandra
Schneider Neelmeyer
Project Manager
+455146 3927
sasne@destinationfyn.dk
Female
Tina
Schütt
Other
+4529341874
tins@destinationfyn.dk
Female
Mette
Mathiasen
Other
+4551777382
mema@destinationfyn.dk
Female
Kasper
Roe Iversen
Other
+4526365332
kariv@destinationfyn.dk
Male
Lina
Zheng Pedersen
Other
linzp@destinationfyn.dk
Female
Languages spoken: 
Chinese (Mandarin)
Danish
English
Estonian
German
Spanish
Sectoral and Industrial Focus
Sectoral Industries: 
Hospitality and Tourism
Technology fields: 
Sports and Leisure
Technology, Society and Employment
S3 EU priority areas: 
Amusement & recreation activities
E-Commerce & SMEs online
Areas of specialisation of the cluster not covered above: 
Tourism and hospitality
Composition of the cluster
Total number of members: 
162
Number of SME members: 
128
Number of start-ups among SME members: 
0
Number of larger company members: 
0
Number of research organisations/universities/technology centres: 
5
Number of other ecosystem actors : 
14
Entrepreneurship and scale-up support facilities in the cluster's ecosystem (see "Organisation type"): 
Name and link of major players: 
NameWebsiteType
Egeskov Castle
SME
Sinatur Hotel Storebælt
SME
Camp One
SME
Spis Odense
SME
Syddansk Universitet
University
Brems & Co
SME
Cluster Strategy
Mission/Objectives: 

Destination Fyn's work aims at the fact that Fyn tourism capitalizes on the opportunities that investments in new attractions and new digital sales channels provide in relation to international staging of Fyn, and which new global travel patterns give in relation to seasonal development of tourism, and create increased business for several Fyn companies, also outside the traditional high season.

Vision: "Fyn and the archipelago must be a sustainable quality destination, whose stories, attractions, events and business clusters together create global visibility and attract guests to the destination all year round".

Strategic objectives:

Destination Fyn's strategy is based on four market-oriented benchmarks, which constitute the strategic objectives of the cluster towards 2022:

Objective 1: Fyn tourism will create growth in turnover and jobs at a level that is above the national average for Danish coastal and nature tourism.

Objective 2: Fyn tourism must achieve enhanced international attractiveness and the proportion of foreign overnight stays must be increased.

Objective 3: Fyn tourism must be developed seasonally and the number of nights outside the high season (September - May) must be increased.

Objective 4: Fyn tourism must achieve an international position that makes Fyn and the archipelago known and recognized as Northern Europe's leading bicycle destination.

The cluster's strategy is based on Business Region Fyn's (Erhvervshus Fyn) strategy for the overall business development on Fyn and general market insight into the Fyn growth opportunities. The work on the strategy is a continuous process, which is to ensure that Destination Fyn always adapts to market developments, and that the cluster's activities reflect the needs and challenges of the members.

Do you have a formalised strategy?: 
Yes
Do you have a specific strategy focus that addresses internationalisation ?: 
Yes
Services
Support services provided: 
Access to the European Internal market
Access to public support (regional/national programmes, innovation vouchers, etc.)
Access to technology services
Trend-scouting (Ideas for innovative projects)
Location promotion / attraction of Foreign Direct Investment
Cooperation Activities
International Cooperation
The main countries targeted by the cluster organisation: 
China
Japan
Republic of Korea (South Korea)
Taiwan
United States
Our cluster organisation undertook the following international activities to support our members: 
Promotional Activities
Trans-national Cooperation
The main countries targeted by the cluster organisation: 
Germany
Netherlands
Norway
Sweden
Which clusters do you collaborate with?: 
Odense Robotics
UAS Denmark
Maritime Cluster Funen
Miljøforum Fyn
Invio
Inspiring Denmark
Film Fyn
Support Programmes
Participation in Funded Support Programmes: 
European ProgrammesProject NameLinkName & Description (Regional/National)Link (Regional/National)
INTERREG

REACT - Resort for Active Coastal Tourism

FOMARS - Fonden for Markedsføring af ferieturismen i Syddanmark

Promotion
Success Story / Achievements: 

Story # 1: Destination-Based Business Development: Bike Island

With the Bike Island project, the cluster's goal is for Fyn and the Archipelago to be known and recognized as Northern Europe's most attractive bike destination by the end of 2020 - and then through bicycle tourism generate an increased tourism business in min. DKK 0.2 billion DKK per year. The project, run by the Destination Fyn cluster secretariat, in close cooperation with a large number of private and public actors, aims at attracting international cycling tourists through infrastructure, product development, event development and market communication.

The project was initiated in 2017 and has, for the time being, created a number of significant partial results, including the development of an international cycle route (Østersøruten/The Baltic Sea Cycle Route ), establishing a number of logistics functions for both the cluster's companies and the tourists at the destination, among other things. bike stations, bike rental and luggage transport. Similarly, the cluster collaboration under the auspices of the project - and in close cooperation with local and national partners - has succeeded in attracting the host to a number of international events that create tourism business among the cluster members and strengthen the cluster's international position in cycling; Cycle Summit 2019, UCI Cyclo-Cross World Championships 2019, Union Européenne de Cyclisme's 2021 Annual Congress and the Tour de France Grand Départ 2021.

 

The strategy and results have already gained international recognition, as in 2019 Destination Fyn received UCI's official "Bike Region Label".

 

Story no. 2: Business activation through event settlement - Denmark Open

For a number of years, Odense has hosted the prestigious badminton tournament Denmark Open in week 42. The tournament is a so-called BWF World Tour 750, which is the second highest level internationally. With more than 17,000 tickets sold in 2018, of which 67% and 20% were sold to Danish (outside Fyn) and foreign spectators, the tournament generates a large number of nights at the cluster's overnight providers for a period when most hotels usually have a limited capacity utilization .

Due to the huge popularity of the badminton sport in both home and abroad, especially China, Destination Fyn has during the last five years been particularly focused on using the event as a starting point for targeted business activation of Fyn based companies with a view to export. As part of the effort, Destination Fyn therefore invites selected Chinese importers and purchasers to Odense each year on the occasion of the tournament's settlement. Here they get the opportunity to participate in organized business visits with the aim of getting the seed added for new export relations to the Chinese market.

In particular, producers of food and drink in Fyn play a central role in the effort, which in 2017 includes: led to a new export cooperation between the Chinese food chain COFCO and the Danish Brewery Vestfyen. Recently, there have also been visits from Shanghai Giessen Logistics, which include cooperates with Alibaba, who was, and still is, interested in Funen soda. Destination Funen is the facilitator of the initiative, which is based on close cooperation with export-interested Fyn producers as well as public and private players specializing in China.

 

Story # 3: China Alliance - Attracting Tourism from the World's Biggest Travel Market

 

Kina Alliancen (The China Alliance) is a strategic public-private networking partnership, established in 2013 under the Destination Fyn, with the aim of developing and exploiting Odense's and Fyn's market and growth potential in the Chinese travel market. Based on the message frame and narrative of "Andersen's Hometown", Kina Alliancen aims at building knowledge of Fyn and Odense, selling the cluster's tourism products in China and developing market-adapted experiences and products in order to draw more Chinese tourists to Fyn and cluster companies.

 

The efforts in Kina Alliancen is based on four tracks: Product and concept development, including the establishment of initiatives such as "In H.C. Andersen's Footsteps ”, HCA Festivals, Fairytale on the river and the investment in a future new international fairytale house. Focused BtB collaboration; including establishing of cooperation with selected Chinese tour operators and travel companies with a focus on the sale of Fyn and other Danish products in the Chinese market. Marketing; including specific sales campaigns and exposure on leading digital media, fairs and travel platforms in China and collaboration with selected influents. Network and competency development: including the completion of master classes, which gives the cluster companies insight into Chinese guests and their needs.

In 2018, efforts in Kina Alliancen generated an estimated PR value equivalent to DKK 90 million. DKK. At the same time, around 8,000 Chinese chose to spend the night in Fyn in 2018 - an increase of 624% since 2013. Several Chinese people are also passing by other Kina Alliancen partners in connection with their visit to Fyn, including H.C. Andersen's House Andersen Museum, which during the 5-year period has gone from 4,000 to 16,000 Chinese visitors annually. It is widely recognized that Kina Alliancen’s strategic action is the most important factor behind the development.

Why should partners choose you for cooperation?: 

Destination Fyn is the strategic partnership for all innovative, collaborative and growth-ready Fyn tourism companies, educational institutions, municipalities and public organizations that share the ambition that Funen, Langeland and Ærø will strengthen their position as an international travel destination. Through joint and targeted efforts, we are working on developing common business cases in areas that reflect growth opportunities and Fyn strengths. The goal is to create value and earnings for the partnership's commercial players. The company's membership of the cluster provides access to benefits such as visibility in Destination Fyn's marketing, competence development programs, conference and network participation, market insight and overall influence and on the development of the cluster.