Klaus Bondam: There is tourism in ecology, so advertise your organic food now.

From Klaus Bondam, Director of Mobility, Culture, and Destinations at Wonderful Copenhagen, member of the Organic National Association and leisure farmer in Odsherred. Copenhagen's tourism is booming. The city has become a global hotspot – not least because it manages to combine historical charm, high quality of life, and a strong sustainable profile. But increasingly, it is also the food that attracts visitors. New figures from VisitDenmark show that 41% of tourists today value culinary experiences when choosing Denmark as a destination – a significant increase from previous years. By 2025, this will amount to 6.4 million guests. At the same time, gastro-tourists are an attractive target group: they spend more money, are more satisfied, and visit more often. Copenhagen and Denmark are now among the world's leading gastronomic destinations. Michelin-starred restaurants have put us on the map, but it is the breadth, quality, and curiosity across the entire food scene that makes the difference. From fine dining to bakeries, cafes, and street food. But something new is also at play. More and more international visitors are interested in what lies behind the meal: where the ingredients come from, how they are produced, and what impact they have on the climate and nature. It is no longer enough for the food to taste good. It must also make sense. Here, organic food is strongly prominent. Very strongly, in fact. Organic is a quality stamp Denmark is one of the world's leading organic countries, and this is a story we can advantageously highlight even more clearly in tourism. Organic is not just a label – it is a quality stamp that signals responsibility, credibility, and consideration. At Wonderful Copenhagen, we work with initiatives like Planet Copenhagen, where the ambition is clear: tourism should contribute positively to climate, environment, and local communities. We want to make it easier for guests to make sustainable choices – even when they eat. At the same time, the story of Copenhagen as a food city – Craving Copenhagen – is driven precisely by what makes our scene unique: local ingredients, innovation, and a growing movement towards plant-based and sustainable meals. Here lies an obvious potential. An enormous potential. If more restaurants, cafes, and bakeries clearly highlight their organic profile – for example, through the Organic Dining Label – and if we more strongly connect gastronomy with organic producers and their stories, we can significantly enhance the guest experience. When tourists gain insight into where the food comes from, the meal itself becomes an experience. In short: Organic is not only part of food production in Denmark. It is part of Denmark's tourism. And if we dare to actively use it, it can give Denmark a strong green competitive advantage in a world where more and more people travel for both taste and conscience.