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In early 2008 VisitDenmark recognised the importance of destination development to drive Denmark’s competitiveness in tourism. The SVP was commissioned to work with a dedicated team from VisitDenmark to identify seven of the most important destinations (outside Copenhagen) and to work with local committees from each area to prepare destination strategies. The VisitDenmark team visited Kitzbühel to examine international best practice and over 50 representatives from the seven destinations spent five days in Scotland on a learning journey organised by SVP. In December 2008 VisitDenmark received the plans and strategies from the seven destinations. At the same time a further 12 emerging destinations have been identified by VisitDenmark to begin the process of destination development for their areas.