VisitDenmark is reporting “substantial changes” in its future strategy and structure, including the closure of “all active presence” in its markets within Business Events.
Market director for the UK Dennis Englund said the agency was likely to be physically present only at selected European meeting fairs in future.
VisitDenmark stressed it is not quitting the MICE sector, but will operate now only through its central team in Copenhagen which will focus primarily on online activities.
The new strategy is a result of a reduction in general funding, Englund explained.
London representative Ines Lebaek will continue to work for VisitDenmark until 1 December 2016, the agency said, to ensure “obligations are fulfilled according to the quality standards that characterise VisitDenmark”.
VisitDenmark will not be closing its UK offices and there will still be a team in London working with the leisure market.