Project: Cities for Culture

The project aims to strengthen collaboration and enhance value creation among cultural stakeholders to improve sustainability and cultural consumption among urban visitors. In this project, VisitOdense focuses particularly on:

The Core of Danish Cultural Heritage

Odense’s greatest cultural strength is its internationally renowned figure, Hans Christian Andersen. On June 30, 2021, the city opened its largest new attraction in years—the new Hans Christian Andersen House. Designed by the famous Japanese architect Kengo Kuma, the museum features both indoor and outdoor spaces, covering a total of 10,000 m². It is a source of great pride for the people of Odense, and the development of the museum has led to a transformation of the city center, seamlessly integrating the museum into the urban landscape.

However, the pandemic has impacted the ambitious plans to welcome international visitors, particularly from distant markets where Hans Christian Andersen is widely known. This project aims to support the Hans Christian Andersen House in becoming a major attraction for Odense and the island of Funen.

Nonnebakken as UNESCO World Heritage

Odense’s 1,000-year-old Viking fortress, Nonnebakken, is the city’s most significant archaeological site. The fortress remains well-preserved underground and is expected to become Funen’s first UNESCO World Heritage site. This designation is being pursued alongside four other fortresses: Aggersborg near Løgstør, Fyrkat near Hobro, Trelleborg near Slagelse, and Borgring near Køge.

As part of the potential UNESCO designation, Museum Odense is working on a development plan to establish Nonnebakken as an interpretive site, with possible implementation in 2023 or 2024. If realized, this initiative will greatly enrich Odense’s Viking heritage experience and strengthen its international appeal. However, further development of the city’s overall historical offerings is needed. This includes Nonnebakken as well as the tomb of Denmark’s last Viking king, Canute the Holy, in Odense Cathedral, the Iron Age village Odins Odense, the Viking exhibition at the city museum TID, and more. Through this initiative, Odense’s Viking history and attractions will be further developed to attract more history and Viking enthusiasts.

Cultural Tourism Strategy and Coherence

Over the past years, Odense has evolved into a vibrant city of culture and events, offering a diverse range of cultural experiences. Notable institutions include Brandts Art Museum, Odense Symphony Orchestra, The Funen Opera, and The Royal Ballet School in Odense, among others. Many of these cultural institutions have traditionally focused on attracting local and regional audiences. However, several have the potential to appeal to national and international visitors as well. Strengthening collaboration across the city’s cultural institutions could lead to new business models and offerings that cater to the preferences of key markets.

To guide the development of cultural tourism in Odense in the coming years, a cultural tourism strategy is needed. This strategy will also enhance cooperation between Destination Funen, Odense Municipality, the city’s cultural institutions, and local hotels.

Funding

The project is supported by the Danish Business Promotion Board.
Project period: August 1, 2022 – July 31, 2025.