More than hundred Danish attractions have already been awarded stars for providing tourists with high quality experiences. The award is the first of its kind in the world, and it will highlight the best Danish attractions. Several more are in the process of gaining star classifications.
The classification scheme is voluntary, and the attractions can apply for a quality classification or for a classification under the star scheme, where from one to five stars are awarded. One star indicates to the visitor that the attraction has a high value at local level, while five stars indicate unique experiences at international level. Tivoli and LEGOLAND are currently the only attractions with five stars. The Worker’s Museum got four stars.
A star guarantees a good experience – and not all attractions survive the comprehensive evaluation process on which the classification is based. Each attraction is assessed by the Danish standards association DS with the assistance of professional experts, and user surveys are included in order to judge whether the attraction provides a high quality experience. The focus in the evaluation is the actual experience. This scheme thus differs from e.g. hotel star classifications, where the classification is based on the facilities.
Danish Tourist Attractions (DTA) awards the stars:
- “The star classification will now make it possible to provide a much sharper picture of the quality of the experience offered to tourists in the country’s many attractions. The attractions will also gain an operational tool to develop quality and experiences,” says Morten Hahn-Pedersen, chairman of DTA and director of the Fisheries and Maritime Museum.
- “The scheme is a unique opportunity to distinguish Denmark as a country with a very wide range of museums of all sizes – a country where even many of the smaller museums offer a high quality experience. The quality labelling scheme will serve to inspire many people to seek exciting new experiences in the rich and varied world of Danish museums,” says Jørgen Selmer, director of the Museum of Copenhagen.
- “In the competition for holiday tourists of which Denmark is part, it is important to provide the best possible experience. Tourists have become accustomed over the years to looking for stars when they choose a hotel or a camping ground. It was for this reason that Aalborg Zoo participated in the scheme, which for the first time provides objective information – for the benefit of tourists and not least for the benefit of Denmark,” says Henning Julin, director of Aalborg Zoo and deputy chairman of DTA.
- “Tivoli is now officially a five-star attraction, and we’re proud of it on behalf of both Tivoli and all its employees. We see the five stars as recognition of the major effort we’re constantly making to develop and improve Tivoli, and we’re happy that with the new star classification, tourists will more easily be able to find their bearings among the many and varied attractions which Denmark has to offer,” says Lars Liebst, general manager of Tivoli.
The star classification scheme was developed and tested over the last few years with the aid of a number of tourist attractions and museum organisations as well as DS. The scheme is the responsibility of the association Danish Tourist Attractions (DTA), which is comprised of representatives from the Association of Special Museums in Denmark, the Association of Danish Aquaria and Zoological Gardens, the Association of Danish Tourists Managers, the Organisation of Danish Museums, the Funen tourist association Fyntour (on behalf of the regional tourism development companies), the Association of Danish Amusement Parks, HORESTA, Attractions in Jutland, Island Attractions, and VisitDenmark.
Further information is available from Pernille Poulsen, head of the DTA secretariat, phone +45 3524 8010.
Peter Ludvigsen, The Worker’s Museum, phone +45 33 480 300
Geir Aasgaard Hansen, business manager, VisitDenmark, phone +45 3288 9900