Aarhus, Denmark, has been recognised as a best practice by the Sustainable EU Tourism project for its innovative approach to community-based tourism development. Faced with limited financial and human resources, the city launched the ReThinker volunteer programme in preparation for the 2017 European Capital of Culture. Due to its success, the programme was institutionalised and is now managed by VisitAarhus, the local Destination Management Organisation.

The ReThinker programme engages over 2,000 volunteers who support a wide range of tourism-related activities, including cultural events, museums, festivals, and cruise tourism. The initiative is supported by digital tools such as ReHelper, a volunteer task marketplace, and regular communication through newsletters and speed meetings. It is funded by the City of Aarhus, the Salling Foundation, Denmark's Business Promotion Board, and event organisers.

Aarhus demonstrates how strategic volunteer engagement can support tourism development, while also ensuring community well-being. This best practice represents a highly replicable example of how to foster destination sense of community, enhance visitor experience, and support tourism businesses without requiring financial contributions. Indeed, surveys show high volunteer satisfaction and positive guest feedback, with 97% of cruise visitors reporting that volunteer hosts significantly improved their experience. 

For more details on the key challenges the destination has faced, and the solutions implemented to address them, please refer to the attached document. 

#Tourism development #Destination management #Community-based tourism #Green transition #Cultural preservation #Sustainable tourism #Community engagement #Stakeholder engagement #Innovation in tourism