As we enter 2025, the future calls for a new strategy for Den Gamle By – one that builds on our core expertise, rebranding, innovative visitor experiences, and business models, as well as social, environmental, and financial responsibility. A strategy that will help bring Den Gamle By’s extraordinary breadth to life on a local, national, and international scale.
We call it our home in time.
Strategy 2030 is founded on three interdependent guiding principles that shape all activities at Den Gamle By.
Expertise
Expertise ensures our quality, credibility and identity as a museum.
Business
Business ensures our financial sustainability and identity as a leading visitor attraction.
Relevance
Relevance ensures our accountability, capacity to bring about change and identity as an active participant in society.
Professional integrity
We value and respect all areas of expertise equally, recognising that collaboration between them is essential to Den Gamle By’s success.
Generous hospitality
We put visitors at the heart of what we do and work together to exceed their expectations – before, during and after a visit to Den Gamle By.
A responsible role in society
We recognise Den Gamle By’s power to bring about change in society, building knowledge, encouraging reflection and enriching lives – and we work to make a difference.
The courage to innovate
We dare to take new paths and explore and expand what a museum can be – and we are not afraid to fail.
Curious and inclusive
We listen to other voices, keep an eye on emerging trends and listen to one another – and we welcome new perspectives.
Through collecting, research and interpretation, Den Gamle By actively contributes to Denmark’s national historical narrative, bringing it to life through a diverse range of experiences that benefit individuals and society.
Through knowledge, a sense of wonder and courage, Den Gamle By aims to be an internationally leading destination for immersive experiences that make the world, the nation and the city better places: A shared home in time.
Operating budget
75% earned income and 25% public funding.
Awareness
92% of Danes know or have heard of Den Gamle By.
Visitors
With 560,260 visitors in 2025, Den Gamle By is Denmark’s second most visited museum.
Children and young people
In 2025, Den Gamle By welcomed more children and young people under 18 than any other museum in Denmark.
Demographics
Visitors’ educational backgrounds broadly reflect those of the general population.
Social responsibility
Den Gamle By offers tailored experiences for people living with dementia, courses for social and healthcare workers, and programmes for socially vulnerable people and children with autism, ADHD and OCD.
Organisation
Den Gamle By trains carpenters, painters, bricklayers, joiners, gardeners and chefs, and provides a regular meeting place for more than 280 volunteers.