• June 24, 2025

How to Copenhagen: A Masterclass in Purpose-Led Events

How to Copenhagen: A Masterclass in Purpose-Led Events

How to Copenhagen: A Masterclass in Purpose-Led Events 1024 683 micebook.

By Shannon Skeels

How do you create an event that inspires, connects and leaves a lighter footprint? That’s exactly the question Copenhagen posed to 50 international event professionals recently – and subsequently answered with ease. Hosted by the Copenhagen Convention Bureau from June 11–14, How to Copenhagen brought together delegates from the UK, US and across Europe for an exploration of what happens when sustainability, creativity, and hospitality work in perfect harmony.

“We refer to ourselves as a destination with a conscience,” says Lene Corgan, Head of Business Events at the Copenhagen Convention Bureau. “That doesn’t mean we get everything right, but it does mean we’re fully committed.” It set the tone for an event that wasn’t just about ticking off venue tours or supplier meetings, but about living and breathing a philosophy of purpose-led business tourism.

Our group of delegates was split across several hotels, and I was lucky enough to stay at the brilliantly unconventional 25hours Hotel Indre By, a bold, playful property that doesn’t take itself too seriously, yet still delivers serious functionality for events. A later tour with Sales Director, Lisbeth Simonsen revealed five meeting rooms, a private dining space and plenty of quirky design touches. Located just steps from Nørreport Station, it was the perfect hub to explore the city over the following days.

In the first of what would be many spectacular meals, our welcome dinner that evening was lakeside at Restaurant Gemini. We were treated to an all-vegetarian menu, which showcased what can happen when sustainability meets great design and even better cooking. Vibrant, seasonal dishes arrived family-style, the conversation flowed, and as the sun set over the water, it became clear: Copenhagen’s approach isn’t about sacrificing experience for ethics, it’s about making them inseparable.

Meetings that Matter

The next morning, we headed to one of the city’s most iconic venues, Tivoli Gardens, for a series of talks that firmly set the theme of the upcoming days: conscious action. In the H.C. Andersen Hall, Director of B2B Sales, Lars Petersen shared how the historic amusement park is reinvesting €25 million annually into developments, with an ambitious goal to be carbon neutral by the end of this year. From reducing unnecessary packaging to sustainable upgrades of its heritage buildings, Tivoli is proof that legacy venues can lead on change.

We also heard about CopenPay, a citywide initiative rewarding visitors for low-impact choices, which is now entering its second year, and is backed by over 100 businesses. We took inspiration from Anna Peters, Creative Director at Evolve Events, who opted to travel to Copenhagen by train instead of flying, a conscious choice that reduced her carbon footprint and highlighted how more sustainable travel options can also offer richer, more connected journeys for delegates. A behavioural science session with Adam Kuskner added another layer, showing how subtle shifts in messaging and menu design can nudge guests toward greener decisions.

Our next stop was Kilden i Haven, where we met local suppliers, not in typical fashion at exhibition stands, but through musical numbers, costumes, and playful storytelling. After getting a feel for who we might want to connect with further, we were invited to select partners for the following day’s 1-1 meetings, held at Comwell Copenhagen Portside.

Purpose-built for business events, the hotel offered a bright, modern backdrop for our focused conversations, with plenty of space to connect and network. Our personalised meeting schedules we’d built the day before, guided us through a packed agenda, as we reconnected with many of the suppliers. The 1-1 sessions provided an opportunity to build on initial introductions and have more in-depth conversations. From venues to hotels to DMCs, each meeting offered useful insight into how Copenhagen’s suppliers are incorporating creativity and sustainability into their work.

“What struck me most was how deeply Denmark cares, not just about personal wellbeing and happiness, but about the planet,” says Lily Paradine, Sustainability Consultant at From Now, part of the emc3 Collective. “I was so inspired to see the unique sustainability initiatives, like turning food scraps into snacks or using waste incineration for energy. It was great to see all the suppliers highlight their best practices, as well as how they are reporting on these and improving year on year.”

Copenhagen Up Close

Between sessions, there was plenty of space to pause, explore, and experience the city through a local lens. Ovation Scandinavia DMC led us on their Soulmates Walking Tour, a thoughtful walk designed to spark connection through Copenhagen’s cultural and historic layers. We explored side streets and boulevards, ending at the Copenhagen Marriott, where a few brave delegates joined locals for a refreshing dip in the harbour, the kind of moment that quietly speaks volumes about the city’s commitment to clean living.

The following day, Monkfish DMC offered another perspective, this time from the water. A leisurely boat tour through the canals gave us a fresh view of the city’s striking architecture and relaxed pace of life. Midway through the cruise, we docked beside the Royal Danish Opera House for a surprise ballet performance, a quietly magical moment that made the entire city feel like it had been choreographed just for us.

The afternoon’s final session brought us to the Danish Architecture Centre, where we were treated to a talk by Meik Wiking, CEO of the Happiness Research Institute and author of The Little Book of Hygge, copies of which had greeted us earlier in our hotel rooms, a thoughtful touch which made the itinerary feel as if it had come full circle. His reflections on happiness, simplicity, and design culture provided a thoughtful close to a day filled with inspiration, and balance.

On the Menu

Food, as we all quickly learned, is central to the Copenhagen experience, with each meal revealing something about the city’s values: a focus on seasonality, locality, and presentation. One standout evening took us to Almanak at the Royal Danish Opera House, part of LOCA Gruppen. Arriving by rickshaw, we were welcomed with champagne and a surprise operatic performance before heading upstairs for a three-course showcase of Nordic cuisine. With floor-to-ceiling windows overlooking the harbour and the royal palace glowing in the setting sun, a setting that brought together everything we’d come to love about Copenhagen: style, substance, and a view to remember.

Our final dinner at Moltke’s Palace was a truly spectacular way to close the event. The historic interiors, lavish décor, and elegant Danish menu made for a warm and reflective final evening, but the true highlight came from a surprise performance by UngKlang, the youth choir known for serenading Barack Obama. It was a key reminder that often moments of impact don’t come from the agenda, but from the emotion they leave behind.

Exploring Elsinore

For those who couldn’t quite get enough of the hygge culture, the final 24 hours took us beyond the city limits on a FAM trip to the historic town of Elsinore, best known as the home of Kronborg Castle, famously the setting for Shakespeare’s Hamlet. There, we were greeted by Monkfish DMC and treated to a guided tour filled with storytelling, history, and even a few surprise appearances from actors in full costume, bringing the castle’s tales to life.

Just next door, we explored the M/S Maritime Museum of Denmark, a sleek, subterranean space built into a former dry dock. With its dramatic architecture and unexpected event spaces, it offered a completely different, but equally exciting, option for planners looking for something out of the ordinary. This was followed by an exhilarating speedboat ride along the coast, which made for a refreshing contrast to the morning filled with history and heritage.

That evening, we checked in to the stylish Marienlyst Strandhotel, part of ESS Group. With its cosy, coastal interiors, clean modern rooms (each with its own sea-facing balcony), and laid-back luxury vibe, it was the kind of place you immediately can unwind in, and perfect for hosting groups. Many of us made the most of the hotel’s extensive spa facilities, including an infinity pool, seaside sauna, and poolside bar – a dreamy way to unwind before dinner.

We ended the trip with a stunning five-course dinner at the hotel’s restaurant, 1861, looking out across the ocean as the sun set on our final night. Beautiful food, flowing conversation, and one last taste of Danish hospitality made it a fitting close to a week filled with connection, and sustainable actions.

How to Copenhagen was so much more than just unique venues or supplier showcases, it was about demonstrating how seemingly small decisions can transform every aspect of an event. As Lene Corgan said, “As an event planner, you might not have superpowers, but you do have power. The power to choose your suppliers, shape your programmes, and influence your clients to make conscious choices.”

Copenhagen showed us what’s possible when that power is used with purpose. The takeaway? You don’t need to do everything perfectly, you just need to do it with intention.

Photography by: Daniel Rasmussen

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