National Visitor Center strengthens international promotion of Danish healthcare solutions

May 20, 2019
A national visitor center will be established in Odense, Denmark, with the purpose to strengthen international branding and promotion of Danish products and solutions within the field of healthcare and assisted living.

International decision makers and high-level executives show great interest in the development of the Danish healthcare system and Danish strongholds in healthcare. The interest can be seen through the increasing demand for Danish solutions.

This demand will be further stimulated by the establishment of a visitor center where international delegations can be introduced more efficiently and systematically to Danish healthcare solutions, companies and strongholds. The ambition is to establish a visitor center so unique that it contributes to branding Denmark as a leading nation within healthcare and innovation. As such, the visitor center will help attract delegations with greater potential than today. This will lead to more exports and growth within the field of healthcare and assisted living technology.

”With this visitor center, we can provide even stronger inspiration and motivation to the approximately 100 annual delegations of high-level decision makers. A number that can hopefully be increased. A national visitor center will contribute to increased demand for Danish products and solutions and thus lead to increased exports for Danish companies,” says Hans Erik Henriksen, CEO of Healthcare DENMARK.

Healthcare DENMARK and The Danish Industry Foundation (Industriens Fond) will establish the visitor center in Odense in close collaboration with the University of Southern Denmark, University College Lillebaelt, Odense Municipality, and the Region of Southern Denmark.

The Danish Industry Foundation has granted DKK 17.5 million to the establishment of the visitor center designed by the architectural firm C.F. Møller. The center is expected to be ready for receiving the first delegations in 2020.

Read the full press release here (in Danish).

For further information about the visitor center, please contact us at

Healthcare DENMARK has a national and political mandate to promote Danish healthcare excellence. Backing this initiative is a partner group of both public and private key actors within Danish healthcare, including the Ministry of Health, the Ministry of Foreign Affairs of Denmark, and the Ministry of Industry, Business and Financial Affairs.