Meet the ambassadors on a mission

How the Copenhagen Goodwill Ambassadors are helping to shape the future of the Danish capital

At any given time, the number of Copenhagen’s ambassadors tends to range between 70 and 75.  

But in late August, the number exceeded well over 100 thanks to a gathering in Copenhagen presided over by the capital’s lord mayor, Sophie Hæstorp Andersen.

The influx in ambassadors was not a result of a sudden upsurge in heads of mission, but rather due to a meeting of the Copenhagen Goodwill Ambassadors (CGAs).

A worldwide reach
Founded in 1996 and co-organised by Copenhagen Capacity and Wonderful Copenhagen, the CGAs mainly consist of high-ranking Danish business people based abroad. In total, there are around 50 based in more than 25 countries.

Every year they gather for a meeting to discuss how the capital’s future prospects can be best realised in light of increasing global competition.

Packed with insightful recommendations, their report makes for compulsory reading for decision-makers in the capital. In short, it is a ‘Business Bible’ for strengthening Copenhagen’s position in the world. 

Cannot rest on its laurels
Copenhagen faces the same dilemma as other capital cities hungry for future success: it must get better at attracting foreign companies, students, workers and tourists.

While it might have many strengths – such as digitisation, sustainable lifestyle, quality of life, green solutions, life science, a world-famous food scene and top-class research – it cannot rest on its laurels, and must always strive for improvement.

Even locally, the likes of Berlin, Hamburg, Stockholm and Amsterdam will quickly eat into its market share should it take its eye off the ball.

Strong value to country
This in part is why Asbjørn Overgaard, the CEO of Copenhagen Capacity, believes so strongly in the value of having the CGAs onboard.

“This network of skilled Danish business professionals, with their extensive international experience, know as much as anyone what is going on in the international business and cultural environments around the world. Therefore, their insight and recommendations are very valuable,” he enthuses.

“As the host of the network’s annual meeting here in Copenhagen, I am very happy and grateful that the Lord Mayor welcomed the report so well today and intends to listen to the recommendations. Copenhagen and the whole of Greater Copenhagen is already a fantastic metropolis, but we can do so much more, and the potential has not been realized at all. We look forward to contributing to that.”

Four recommendations
The CGA report emphasises the value that the capital, as a strong international metropolis,  creates for the whole of Denmark.

– In total it provides four recommendations as to how this strength can be further solidified. 

– Increased global branding and marketing efforts

– Thought leadership on Copenhagen’s strengths

– Increased efforts to attract and retain foreign talent, students and labour

– Higher tourism satisfaction and more return visits

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