H.R.H The Crown Princess Mary, H.R.H. The Princess Benedikte and Minister for Business and Growth, Annette Vilhelmsen, visited the German World Equestrian Festival in Aachen, as Denmark is partner country due to the ECCO FEI European Championships this year.
Denmark plays host of the ECCO FEI European Championships – Jumping, Dressage and Para Dressage and consequently Denmark has had the opportunity to become partner country of the great World Equestrian Festival in Aachen. Thus the Danish initiative, Experience Denmark, contributed to the partner parade yesterday and to the opening of the festival today.
“To be chosen as partner country in the World Equestrian Festival CHIO is a great honour and a unique opportunity for Denmark and the Danish riding community. During the coming days we will have the opportunity to not only experience world class equestrian competitions, but also a taste of what Denmark has to offer from attractive business opportunities, exciting cultural experiences and as a desired tourist destination,” said H.R.H. The Crown Princess Mary at the official reception in Aachen.
“At the moment all eyes are on China and Russia’s growing markets. However, Germany is still Denmark’s most important trading partner, and will continue to be so in the years to come. As the chosen partner country of the International World Equestrian Festival in Aachen, Denmark will reach over 80 million tv-viewers. This gives us a unique branding opportunity on the German market. The initiative is a good example of how international sports events can attract tourists to Denmark and strengthen business relations between our two countries,” says Minister for Business and Growth, Annette Vilhelmsen, who visited Experience Denmark in Aachen on June 24.
“We are pleased that H.R.H The Crown Princess Mary, H.R.H The Princess Benedikte and Minister for Business and Growth, Annette Vilhelmsen visited the World Equestrian Festival in Aachen. We are also very pleased that H.R.H The Princess Benedikte supports this initiative and has undertaken the role of patron for the FEI ECCO European Championships in Denmark. We are proud to demonstrate how a championship can build new business relationships, attract tourists to Denmark and brand Denmark as sport events and tourist destination,” says Lars Lundov, CEO, Sport Event Denmark, that partners Experience Denmark and the ECCO FEI European Championships – Jumping, Dressage – Para Dressage in Herning in August.
EXPERIENCE DENMARK is the title of a collected experiential presentation of Danish business, culture and tourism at international events. It will be presented in Germany on 23 – 30 June 2103 during the World Equestrian Festival, CHIO Aachen, where Denmark is this year’s official partner country.
Denmark has been as selected partner country of the CHIO Aachen 2013 as a result of Denmark hosting the ECCO FEI European Championships in jumping, dressage and para-dressage in August 2013. The Championships are organised in cooperation between the Danish Equestrian Federation, Sport Event Denmark, European-Herning ApS and the city of Herning.
Contributing to the PR and public exposure of EXPERIENCE DENMARK and the Danish partnership with CHIO Aachen are ECCO, VisitDenmark, the Royal Danish Embassy in Berlin and the Branding Denmark Fund.