Tourism as an innovative growth engine: Danish tech entrepreneurs gain access to unique networks

More Danish startups are using tourism as a springboard to broader markets, according to a new analysis from Volcano. The Hub for Innovation in Tourism (HIT) initiative connects small innovative companies with established tourism players, opening up new opportunities for both parties. A collaboration between Danish Coastal and Nature Tourism, MeetDenmark and Danish City Tourism, HIT has since 2021 created a fertile environment for entrepreneurs to test, develop and market their solutions in the dynamic landscape of tourism.

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One of these startups is Aarhus-based Aguardio, which has developed an IoT solution that reduces water consumption in showers and detects leaking toilets. By testing its products in hotels and campsites in collaboration with HIT, Aguardio has gained valuable experience and international partnerships.

“Tourism is a perfect test center where we can test both technology and customer experience under real-life conditions,” says Anders Barkholt, CEO of Aguardio.

Tourism as an innovation lab

The tourism industry’s keen interest in sustainability and digitalization makes it an ideal partner for tech startups. Over the past two years, HIT has engaged nearly 100 startups and more than 300 students, all working on solutions that both address tourism challenges and create new partnerships. By connecting startups and students with established companies, entrepreneurs gain access to resources and networks that would otherwise be difficult to access.

“We see great perspectives in continuing the collaboration between tourism and the many tech startups that address the industry’s challenges, such as green transition and digitalization,” says Jens Hausted, CEO of Danish Coastal and Nature Tourism.

With this partnership, tourism companies can gain access to new digital solutions, while entrepreneurs get a unique opportunity to test and fine-tune their solutions in real-life conditions. HIT’s experience shows that the collaboration can also be a game changer for other conservative sectors looking to innovate.

Sustainable technology paves the way to international success

One of the biggest advantages for startups like Aguardio is the opportunity to work with sustainability in a practical way that directly contributes to the green transition of tourism. For example, Aguardio has helped CAMP Hverringe campsite achieve water savings and a quick financial payback by using their ShowerSensor.

“The results from the tourism projects speak directly to the industry’s need for sustainable solutions, and this has helped open doors to international markets for us,” explains Anders Barkholt.

Aguardio is now active in Northern Europe, the UK and the Middle East and has won awards at the Fitur trade fair in Madrid, one of the world’s largest tourism fairs.

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