This year’s Tour de France started in Tivoli Gardens in Copenhagen when the teams were presented in front of 10,000 cheering fans and it ended with Jonas Vingegaard returning triumphantly dressed in yellow.
Vingegaard, however, is not the only Dane thinking back at Tour de France with fond memories. A new report shows how the Danish Grand Départ had great impact in terms of tourism income, exposure, and not least in engaging the whole nation.
From the 1.665.789 spectators for the three Tour de France stages in Denmark, the 722.167 tourists, both domestic and international, spent more the €100 million.
The event also generated massive media attention with Denmark and Tour de France mentioned together in 80,000 editorial articles from June 2021 to July 2022.
“For us, Tour de France was an engine boosting our focus on promoting everyday cycling and showcasing the infrastructure solutions we have in Copenhagen. And these numbers just show what a powerful platform a major event can be. We have hosted major media from all over the world, including The Guardian, Le Monde, and The Times returning home sharing stories showing the transformation bike infrastructure can do for a city and how it helps Copenhagen to become a healthier, cleaner, and less congested city, says Lars Vallentin, senior manager at Wonderful Copenhagen, the Official Destination Management Organisation of Copenhagen.
However, the biggest success of the Danish tour start was probably the enormous local engagement and the many projects, carried out in relation to Copenhagen and Denmark hosting the Tour de France – Grand Départ. In the last 100 days before the event, a total of 744 Tour de France-related events were carried out all over Denmark engaging everything from schools to shops and even a hospice, where the visitors helped knit an enormous yellow jersey.
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Sport Event Denmark is very happy about the huge impact of the Tour de France in Denmark and believes this is the perfect platform for attracting big events in the future.
“We must take advantage of the fact that we have created such a strong image of our unique cycling DNA and hosting role in Denmark. We at Sport Event Denmark dream of Denmark hosting even more big cycling events. The UCI Road World Championships could be an option. Denmark successfully staged the event in 2011 so why not repeat it with the insights we have now from the staging of the Grand Départ Tour de France?” says Lars Lundov, CEO, Sport Event Denmark.
Lundov and Vallentin both points to the close collaboration with the rights holders, ASO, as an important part of the Danish success bringing the event to live all over Denmark with everything from bike shops and bakers to events using the official city dressing. A design developed in collaboration with the French organization. A partnership that helped create an unprecedented celebration of everyday cycling and Denmark as a cycling nation and destination.
Image: Lars Moeller / Grand Depart Copenhagen 2022