Invitation / Danish Royal Visit to Germany
Hamburg & Munich, 19 - 21 May 2015
Photo by: Franne Voight
Danish Business Delegation to Germany
www.danishroyalvisit2015.de
1
VISIT TO GERMANY BY THEIR ROYAL HIGHNESSES
THE CROWN PRINCE COUPLE OF DENMARK
From 19 to 21 May 2015, an oﬃcial Danish business
delegation will travel to Hamburg and Munich on the
occasion of the visit by TRH The Crown Prince Couple
of Denmark. A substantial part of the visit will focus
on strengthening commercial relations between
Denmark and Germany, and you are invited.
Germany is the fourth largest economy in the world
and by far the largest market for Danish exports. In
2014 exports of goods hit record high 109,2 billion
DKK, an increase of 7.4 per cent compared to 2014.
When adding services the total exports reached close
to 150 billion DKK. However, the German market
holds much more potential for Danish companies.
The visit is an excellent opportunity to further expand
the strong Danish platform in Germany and create
new business and exports. Companies new to the
German market can evaluate the market potential
and establish business contacts, whereas companies
with German experience can nurture existing
business partners and pursue new market
opportunities.
ORGANIZERS
SECTORS TARGETED
The royal visit as well as the business delegation will
be conducted under the umbrella “Danish Living /
Dänisch Leben”. Activities, seminars and events
during the visit will primarily take place under the
below headlines (relevant sectors mentioned below).
However, companies operating within other sectors
are also welcome to participate.
• Sustainable Living
Architecture, construction, building materials, city
planning, renewable energy, energy eﬃciency, and
environment related technology
• Healthy Living
Pharmaceuticals, rehab, medical devices and
technology
• Tasty Living
Food, beverage, gastronomy, dining and tourism
• Stylish Living
Fashion, design, furniture and interior decoration
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WHY GERMANY?
Germany’s economy is doing well. The country has
emerged from the global economic crisis relatively
unharmed compared to other European economies.
The economy has likewise shown to be stable
throughout current international tensions and
uncertain economic climate in the Eurozone. In 2014
Germany’s GDP rose with a total of 1.5 %, the highest
growth rate since 2011. The high growth rates are
partly due to strong exports and high domestic
demand caused by increasing wages and low
unemployment. These factors are expected to
contribute to a positive growth also in 2015.
With more than 80 million inhabitants Germany is
characterized by a highly developed and export
oriented industry, easy market access and cultural
similarity with Denmark.
Germany is by far the largest market for Danish
exports. In 2013 Danish companies exported goods for
a total amount of 103 billion DKK, an increase by 10.6
% compared to 2012. When adding services the total
exports reached close to 140 billion DKK. Danish
exports to Germany are divided among a number of
sectors. Food, energy, machinery, and industrial
products are the main export sectors.
Tourism is another important sector as Germany is the
largest outbound tourism market in the world. The
Danish presence in Top 10 of Germans’ favourite
destination places Denmark in front of countries like
Greece and Portugal.
The Northern federal states hold a large commercial
potential and a well-developed industrial production.
For many small- and medium sized companies this
part of Germany is seen as an obvious starting point
for business with Germany. This is reﬂected in the
exports statistics. Thus, Danish exports to the Northern
federal state Schleswig-Holstein amount to
approximately 7000-8000 DKK per capita.
Some Danish companies may tend to overlook the
Southern parts of the country that host a considerable
number of the strongest German companies and
clusters and have residents with an extraordinarily
high disposable income. At present, Danish exports to
Bavaria only amount to 500 DKK per capita.
Trends in the German society and among consumers
in Germany match Danish strongholds and solutions.
The royal visit and the business delegation will
target these areas of common interest and focus
on high potential opportunities.
Flying without Wings, Munich. Photo by: Frankenspotter Photography
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PARTICIPATION FEE AND WHAT IS INCLUDED
Participation fee will be DKK 20,000 + VAT assuming
export promotional support is being granted for the
delegation through the Trade Council of Denmark.
The participation fee includes the following standard
package elements for up to two company representatives:
• Company presentation in the oﬃcial brochure
• Targeted invitation of German partners to participate in
relevant events
• Welcome brieﬁng in Hamburg
• Grand Opening of business delegation in Hamburg as well
as in Munich
• Participation in one sector business seminar / presentation
at each destination
• Participation in one sector site visit, mini conference or
event at each destination
• Informal networking opportunities
• Participation in cross sector seminar in Munich on “Doing
Business in Southern Germany”
• Possibility of showcasing individual company products at
seminar events
• Three seats at business lunches with the Crown Prince
Couple at both destinations (for company oﬃcials and
German guests)
• Three seats at the Grand Dinner with the Crown Prince
Couple, in both Hamburg and Munich (for company
oﬃcials and German guests)
• Transportation between most of the business events in
Hamburg and Munich
• Wrap-up reception and debrieﬁng in Munich
Staatsarchiv Hamburg. Wandsbek - Photo by: crosslens
Guaranteed Company Exposure
To ensure that participating companies receive
the greatest possible exposure to the German
business community, the Danish diplomatic
missions in Germany will target German
partners and relevant stakeholders to invite
for business seminars, business lunches,
grand dinners, and networking activities. Each
invited local guest will receive an invitation
package containing an invitation letter and the
oﬃcial visit catalogue introducing all
participating companies and organizations.
Signiﬁcant media coverage is expected.
Invited German guests will include persons
targeted according to Danish company
requests within the following categories:
• Existing company contacts in Germany
• Relevant potential local agents, distributors,
and customers
• Oﬃcials from relevant German ministries,
authorities and organizations
• Representatives from German universities
and research institutes
• Media
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SECTOR SEMINARS & EVENTS
Sector seminars & events within the four main tracks of the business delegation provide participating Danish
companies a platform to present and promote their products and solutions to relevant potential German clients,
partners and stakeholders. With the inclusion of selected German speakers Danish participants will beneﬁt from
information on trends and developments in the German market. The exact programmes for the Sector Seminars
will be made based on the composition of the participating Danish business delegation and input from business
organisations in Denmark.
ADD-ONS
Adding to the standard package participating companies can individually or in groups enter into a dialogue with
the Trade Council in Germany on additional services. These could include:
Informal dinner 18 May for participating Danish
companies
Extra company representative in the business
delegation
The fee for an extra company representative is DKK 2000
plus DKK 600 per business lunch and DKK 2000 per
grand dinner (if seats are available).
Extra sector seminar
Should you wish to participate in more than one of the
sector tracks, the price is DKK 2000 per additional sector.
Pre-arranged B2B meetings
The Trade Council in Germany can set up targeted and
pre-arranged B2B meetings based on your needs. Please
contact the Embassy in Berlin for assistance and pricing.
Extra seats for the Grand Dinners
Each participating company can request additional seats
for the Grand Dinners. The seats can be booked at a fee
of DKK 2000 per seat (per dinner) on a ﬁrst come ﬁrst
served basis. There is a limited number of seats.
Product Display
A business lounge will to the extent possible be
established at the venue of the Sector Seminars,
Business Lunch and Gala Dinner as an informal
meeting place for companies and participants in
the events. Danish companies may have a product
display in the business lounge. Please contact the
Embassy in Berlin.
Targeted Company Seminars / Presentations /
Promotional Events
Your company can make a company presentation
or promotional event to a targeted group. Please
contact the Embassy in Berlin.
Sponsorship of selected Premium events, e.g.
culture or music event
If your company is interested in sponsoring special
Premium events, please contact the Embassy in
Berlin.
Exhibition of Danish fashion, design and
interior decoration in Stilwerk, Hamburg
Special oﬀer for companies within Stylish Living.
Please see the section on Stylish Living.
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SUSTAINABLE LIVING
With speciﬁc focus on:
Anticipated programme elements include:
Architecture, construction, urban planning,
renewable energy, energy eﬃciency and
environmentally related technologies
Monday May 18 – Hamburg
Sustainability is gaining ground in many
spheres of German society providing
interesting opportunities for Danish solutions.
The German federal government has set
ambitious targets to transform its economy
into one of the most energy eﬃcient and
environmentally friendly economies, while still
guaranteeing energy security. The green
transition in Germany, the Energiewende,
represents signiﬁcant market opportunities
for Danish companies with innovative
technologies and energy eﬃcient solutions.
Danish companies have a strong reputation of
leading know how and ﬂexible solutions within
German priority areas and the German market
provides an excellent platform for increased
Danish exports.
Similarly, Danish companies will ﬁnd
interesting opportunities in the German
construction sector that is seeing solid growth
rates with new construction and renovation
projects dominating many of the major cities
in Germany. There is a strong focus on energy
eﬃcient buildings and sustainable
construction that matches the strongholds of
Danish architects, construction companies,
urban planners, building material and
technology providers.
· Welcome brieﬁng (for participating Danish companies)
· Informal dinner (for participating Danish companies – own
expense)
Tuesday May 19 – Hamburg
· Grand Opening
· Sustainable Living sector seminar/trade fair and informal
networking
· Business Lunch with possibility to invite German guests
· Two parallel mini conferences:
I. Energy eﬃciency in buildings, construction and architecture
II. Wind energy
· Grand Dinner
Wednesday May 20 – Hamburg and Munich
· Individual activities
· Departure for Munich
· Cross sector seminar “Doing Business in Southern Germany”
· Grand Dinner
Thursday May 21 – Munich
· Grand Opening
· Sustainable Living sector seminar/trade fair and informal
networking
· Business Lunch w/ invited German guests
· Two parallel site visits:
I. Visit to Siemens HQ, focus on construction, architecture and
urban planning
II. Visit to München Stadtwerke, focus on district heating and
EnergieWende
· Debrieﬁng
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HEALTHY LIVING
With speciﬁc focus on:
Anticipated programme elements include:
Pharmaceuticals, rehab, medical devices &
technology
Monday May 18 – Hamburg
Germany is among the top spenders in the
world when it comes to the health sector, using
more than 10 % of GDP on health. Not least due
to an ageing population the health expenses
are expected to grow further in the coming
years. Thus, the focus will be on making
processes more eﬃcient and increasing quality.
This transformation provides multiple
opportunities for Danish companies, especially
for providers of products and services that
support eﬃcient and evidence based solutions
in German healthcare.
· Welcome brieﬁng (for participating Danish companies)
· Informal dinner (for participating Danish companies – own
expense)
Tuesday May 19 – Hamburg
· Grand Opening
· Healthy Living sector seminar “Rethinking Healthcare” and
informal networking
· Business Lunch with possibility to invite German guests
· Site visit at hospital, incl. meeting with German stakeholders
· Grand Dinner
Wednesday May 20 – Hamburg and Munich
· Individual activities
· Departure for Munich
· Cross sector seminar “Doing Business in Southern Germany”
· Grand Dinner
Thursday May 21 – Munich
· Grand Opening
· Healthy Living sector seminar “Rethinking Healthcare” and
informal networking
· Business Lunch with possibility to invite German guests
· Site visit to the headquarter of Fraunhofer Institute
· Debrieﬁng
7
TASTY LIVING
With speciﬁc focus on:
Anticipated programme elements include:
Food, beverage, gastronomy, dining and
tourism
Monday May 18 – Hamburg
Germany is the biggest market for Danish
food exports. The food market in Germany
has seen signiﬁcant growth in recent years.
German consumers are increasingly focusing
on healthy life-style, bio/organic products,
high quality and food safety. Danish food and
beverage have a strong brand in Germany
among consumers who appreciate high
quality products.
The German tourism market is also very
important to Denmark. Approximately 60 per
cent of all foreign commercial bednights in
Denmark are German, which makes the
German market by far the biggest.
· Welcome brieﬁng (for participating Danish companies)
· Informal dinner (for participating Danish companies – own
expense)
Tuesday May 19 – Hamburg
· Grand Opening
· Short presentations on Danish food and tourism, Cooking
Show with Danish Chef Thorsten Schmidt and German Chef
Jens Rittmeyer, and informal networking
· Two parallel site visits:
I. Visit at conventional supermarket, incl. dialogue with
decision-makers
II. Visit at food wholesale company
· Grand Dinner
Wednesday May 20 – Hamburg and Munich
· Individual activities
· Departure for Munich
· Cross sector seminar “Doing Business in Southern Germany”
· Grand Dinner
Thursday May 21 – Munich
· Grand Opening
· Combined Tasty and Stylish Living event, incl. short
presentations on Danish design, food and tourism, Cooking
Show with Danish Chef Thorsten Schmidt and German Chef
Jens Rittmeyer, and informal networking
· Business Lunch w/ invited German guests
· Two parallel site visits:
I. Visit at organic supermarket, incl. dialogue with
decision-makers
II. Visit at food wholesale company
· Debrieﬁng
8
STYLISH LIVING
With speciﬁc focus on:
Anticipated programme elements include:
Fashion, design, furniture and interior
decoration
Monday May 18 – Hamburg
Both Hamburg and Munich are in the top 10,
when it comes to places in Europe with the
highest purchasing power. People living in
Hamburg have a distinctive attitude to life
whereas the Bavarian lifestyle is a “live and let
live” approach combined with stylish elegance.
Due to a trending interest in old values and
craftsmanship of high quality as well as a focus
on luxury and high proﬁle, the German
consumers have grown fond of Danish design.
The German market for design and fashion can
be challenging to enter, but is very stable for
companies able to adjust to the competitive
landscape. In combination with the positive
prospects for consumption, make Hamburg and
Munich very interesting for Danish producers of
fashion, design, furniture and interior
decoration.
· Welcome brieﬁng (Danish delegation only)
· Informal dinner (for Danish delegation – own expense)
Tuesday May 19 – Hamburg
· Grand Opening
· Sector seminar: Slow Luxury and Slow Fashion
· Business Lunch w/ invited German guests
· Opening of one-day exhibition “The Danish Design Days” in
STILWERK for invited buyers and local press
· Possibility of participating in 14 days exhibition or 3 months
pop-up shop in Stilwerk (cf. Add-ons)
· Possibility of participating in a guided blogger trip to create
more mentioning and attention (cf. add-ons)
· Grand Dinner
Wednesday May 20 – Hamburg and Munich
· Individual activities
· Departure for Munich
· Cross sector seminar “Doing Business in Southern Germany”
· Grand Dinner
Exhibition of Danish fashion, design and
interior decoration in Stilwerk, Hamburg
Apart from the one-day exhibition included in the oﬃcial
programme, there is the opportunity to exhibit in the halls
of Stilwerk in a period of 14 days from the 11th to the 27th of
May. As Stilwerk is a nexus for the design interested
consumer, the companies will expose their products to a
relevant target group and at the same time beneﬁt from the
attention created by the oﬃcial business delegation.
For even more attention and the possibility of creating sales,
an available shop in Stilwerk can be used for a pop-up shop
for at least three months from May 1st. The shop can
potentially be shared by more companies.
In relation to the exhibition – regardless of whether
companies chooses 1 day, 2 weeks or a pop-up shop for
three months – they can be a part of a guided trip for
bloggers, where special attention is paid to this target group.
Finally, we are helpful if any of the participating companies
need assistance identifying the partners. Please contact the
Embassy in Berlin.
Thursday May 21 – Munich
· Grand Opening
· Combined Tasty and Stylish Living event, incl. presentations
on Danish design and food, Cooking Show, and informal
networking
· Opening of Danish design hot spots in Munich
· Business Lunch w/ invited German guests
· Tours to Creative Hot Spots downtown Munich – possibility of
planning bilateral meetings
· Debrieﬁng
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PRACTICALITIES
Hotel and travel information
The participation fee does not include airfare and hotel accommodation.
Upon registration, you will receive a travel proposal from BCD Travel for your convenience. Should you need
further assistance, please contact BCD Travel regarding travel arrangements, tel: +45 39 15 46 60,
email: [email protected].
Contacts: Annette Paludan and Susanna Vazquez
Further information about Germany
Denmark in Germany – www.tyskland.um.dk
Website of the business delegation – www.danishroyalvisit2015.de
Registration
Please complete the online registration form no later than Wednesday 11 March 2015.
As there has been a massive pre-interest in the business delegation and a limit to the total number of
participating Danish companies has been set, early registration is highly recommended. Should the number
of interested companies exceed the maximum limit of persons that can be accommodated, priority will be
given to companies whose main business activities fall within the targeted sectors.
Go to our website www.danishroyalvisit2015.de
Upon registration you will receive a conﬁrmation of your participation.
For questions about registration, please contact the Danish Embassy in Berlin.
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ORGANIZERS CONTACT INFORMATION
DI / Confederation of Danish Industry
Helle Bundgaard
+45 3377 3065 | +45 2949 4637
[email protected]
L&F / Danish Agriculture & Food Council
Mette Jasper Gammicchia
Anemette Hansen
+45 3339 4268 | +45 2724 5668
+45 3339 4381 | +45 5167 1551
[email protected]
[email protected]
Dansk Erhverv / Danish Chamber of Commerce
Nynne Norman Scheuer
+45 3374 6515 | +45 5230 6006
[email protected]
Dansk Byggeri / Danish Construction Association
Anita Kurowska Larsen
+45 7216 0294 | +45 2381 2105
[email protected]
VisitDenmark
Lars Ramme Nielsen
+49 40-32021142
[email protected]
Håndværksrådet / Danish Federation of Small
and Medium-Sized Enterprises:
Jens Kvorning
+45 3393 2000 | +45 3059 0686
[email protected]
Ministry of Foreign Aﬀairs of Denmark:
Claus Hofmann Frisch
+45 33 92 10 77 | +45 25 26 76 52
[email protected]
Royal Danish Embassy in Berlin
Thomas Jørgensen
+49 30 5050 2100 | +49 175 5792281
[email protected]