On the threshold of the 2005-2006 opera and ballet season, these parties have reserved tickets and hotel accommodation – all provided as package solutions also including air transport, if required, and a number of optional extra services.
The target group is the large number of culturally interested tourists who avail themselves of cheap flight tickets and the obvious possibilities of the Internet to download information and book tickets online. Many of these tourists are interested in extended weekends and the so-called City Breaks – city holidays with particular focus on cultural events. This is a steeply rising market according to international surveys.

After its inauguration in January, the new Copenhagen Opera House, which is situated right on the waterfront, has attracted considerable international attention. Both magazines such as the highly esteemed British ‘Opera Now’ and newspapers such as New York Times have praised not only the construction itself, but also the performances. Not to mention the great Bournonville festival in the spring, which gave rise to commending headlines from ballet journalists from everywhere.

‘It is no longer enough to market Denmark as a wonderful and lovely country to visit. We also need to offer events that match people’s interests and which they consider it worthwhile going for’, says Lars Blicher-Hansen, manager of event tourism, who expects a rising demand for the new opera and ballet travels not only from Europe, but also from the overseas markets.

American tourists going to Europe are increasingly demanding cultural events. – ‘So a “one stop shop” on the Internet is essential because it makes it so simple and effortless to see what you can have 24 hours a day – and to order it right away if you wish – without having to consider time differences, etc.’, says Dorthe Hansen, head of VisitDenmark’s New York office.

Interest from many countries

The other partners in the project are equally expectant. Jens Aaløse, Director of Market, Product & Leisure Sales in SAS, says, ’It is important to offer the customers something unique which may prompt a decision to travel. That is what we are doing with Culture Kick, which fits our new city concept perfectly well in terms of image. The city concept is not just about travelling from Denmark, but also from the rest of Europe to Denmark.’

Similarly, the hotels involved are keen to give their coming culturally interested guests a good time. –‘In this way Copenhagen has become an even more attractive destination if you are in for, say, an extended weekend trip’, says Birthe Becker Schultz, sales and marketing director in the Arp-Hansen Hotel Group.

Lone Ricks, director of Travel Art, who is in charge of the practicalities involved in servicing the Culture Kick customers, confirms the international interest, saying ‘We are already getting inquiries for opera and ballet travels from business partners in countries such as Germany, the UK, Ireland, Switzerland, Italy, the Netherlands, Norway, Estonia and USA’.