When travelling for business, we like to really experience the place where we are staying. Companies receiving visitors want to show off their part of the world, and the city in which the visitors are staying. They also want to optimise the potential business that can be derived from tourists coming to town.
The international market for business events is large and multi-faceted. Large (university) cities are often attractive for international academic conferences, while smaller towns with beautiful surroundings are attractive meeting venues for smaller meetings, and exhibition centres set the scene for the business-related power positions that are negotiated and exhibited in the fairs.
Herning belongs in that last category of business destinations. In addition, many of the larger, Danish manufacturing companies are located near Herning and attract many national and international visitors to their companies every year.
Over the last 10 years, Herning has worked on attracting even bigger events by building Jyske Bank Boxen, among other things. Many participants are people such as business guests, officials, professionals, and journalists.
In this way, Herning attracts several types of business visitors, has various forms of contact with them, and the visitors themselves may have many different reasons for their visits. Some of them may spend the night in Herning and visit companies in other municipalities, while others might stay in adjacent municipalities to participate in, for instance, a championship that is being held in Herning.
