Situation
In 2018, Morsø Municipality received DKK 17.7 million from the national budget to establish an experience centre with a focus on oyster tourism. The vision was to strengthen Danish food culture, promote the sustainable use of the Limfjord’s resources and support local entrepreneurship. To create a strong foundation for concept development and grant applications, there was a need for a data-based analysis of the centre’s market potential, including target groups and expected visitor numbers.
Complication
Morsø Municipality needed to understand the market potential for the new experience centre. Epinion therefore carried out a comprehensive study of this potential based on three data sources: interviews, desk research and a survey. The in-depth conversations with stakeholders were intended to ensure the best possible foundation for the study. This was followed by desk research, which analysed visitor numbers and profiles for similar attractions, mapped the catchment area’s accommodation capacity and competitive landscape, and summarised broader market trends. Finally, we conducted a nationwide online survey of 1,000 Danes about their assessment of the concept, intention to visit and experience preferences.
Recommendation
The analysis provided Morsø Municipality with valuable insights into how the concept is received by the public and by specific target groups. The results form an important basis for further concept development and fundraising work. The study identified key target groups and recommended how the centre can be designed and branded to attract the right audience. Finally, it presented a well-documented estimate of potential visitor numbers, which is central to fundraising and the ongoing design work.
