In this talk from DTTT Global 2018, Signe Jungersted, Director of Development at Visit Copenhagen talks about the redefinition of values that the city has undergone since the launch of the Copenhagen 2020 strategy.

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Focuses and values have shifted from commercial to community, from destination to ‘localhood’, from tourism as a goal to tourism as a tool for development. When a DMO starts a journey of transformation it is very important to acknowledge which values are fundamental and which are defining the role of the organisation at the destination. Sometimes the answer is not that difficult, but we need to change the way we think about it in order to come up with it.