Introduction
Billund, Denmark, represents a distinctive case within the context of rural tourism in the Nordics. Billund Municipality, situated in the Region of Southern Denmark, encompasses an area of 540.18 km² and has a population of 27,119 as of 2024, with a population density of 50 inhabitants per km² (Statistics Denmark, 2025). The municipality's economy is notably influenced by the presence of the LEGO Group, with the mass tourist attraction of Legoland and other related major attractions. Unlike many traditional rural tourism sites, Billund's tourism model is characterized by substantial visitor numbers and significant economic impact that has evolved over several decades. Large-scale attractions and family-friendly resorts have emerged in and around Billund since the establishment of Legoland, further solidifying Billund as a tourist region that builds its identity and economy around the hospitality sector (Billund Kommune, 2025).
The presence of a global brand like Lego has also contributed to the development of the transport and logistics sectors in nearby regions, particularly due to the strategic importance of Billund Airport. The airport, initiated by the Lego Group, played a key role in its development with the involvement of neighbouring municipalities. Since its establishment, the airport has become the second most important airport in Denmark, enhancing Billund's and the surrounding regions connectivity and accessibility and positively impacting the region by creating employment opportunities. The tourism and hospitality sector in Billund serves as a fundamental component of the society and identity, driving economic growth and fostering a sense of community and cultural pride.
In the following sections, we will delve into the social aspects of tourism development in Billund, exploring community engagement, cultural preservation, and the broader implications of socially sustainable tourism development in a very tourism-driven economy where the tourism also has a strong presence in cultural and environmental identity.
The socio-economic context of Billund
Billund is renowned for its deep connection with the Lego brand, which has significantly shaped its economy, cultural, and social landscape. The economy of Billund has developed significantly since the establishment of the Lego factory in the 1930s, further boosted by the opening of Billund Airport in the 1960s. Annually, Billund attracts approximately two million tourists, primarily drawn by major attractions like Legoland (interviewee 38).
Tourism is therefore a significant economic driver in Billund, providing employment opportunities and contributing considerably to the regional economy. The town's infrastructure, including hotels, restaurants, and recreational facilities, has expanded to accommodate the influx of tourists. The larger towns in Billund Municipality, such as Billund Town and Grindsted, have shown consistent growth over the past 15 years, while smaller towns like Filskov, Hejnsvig, Stenderup-Krogager, and Sønder Omme have either remained stable or experienced slight declines (Billund commune, 2025).
One of the primary challenges in Billund is the seasonal nature of tourism. The peak tourist season, which coincides with school holidays and summer months, leads to a surge in demand for services and infrastructure. This seasonality can strain local resources and create fluctuations in employment, with many jobs being temporary or part-time (interviewee 40). The environmental footprint of tourism, including increased waste, water usage, and carbon emissions from transportation, are also seen as challenges. On the outside, Billund is seen as a tourist destination while those living in the region view it as something much more (interviewee 38). Naturally, the people of Billund know what their position is and therefore the local authorities, businesses and other stakeholders have tried to utilise the presence of large actors that attract many people to create an environment where smaller businesses can also thrive (interviewee 39). Ensuring that tourism development includes support for small and medium-sized enterprises has therefore been considered crucial for equitable economic growth and possible benefits of locals.
Tourism provides a substantial economic boost to Billund and its neighbouring regions. The development of new attractions and the expansion of existing ones has in the past created jobs, stimulated local businesses, and attracted investment. Diversifying the tourism offerings to include cultural, historical, and nature-based experiences has also been used to reduce reliance on a few major attractions and promote a more sustainable growth (Billund kommune, 2025). The need to accommodate tourists drives improvements in local infrastructure, including transportation, public services, and recreational facilities, which is often viewed as positive by the locals although the sometime feel that more emphasis could be but on specific local needs (interviewee 38). Overall, these enhancements benefit both visitors and residents, contributing to a higher quality of life.
Recognized as Denmark’s first child-friendly city by UNICEF in 2020, Billund aspires to be the best place in the world for children and families. The city’s vision emphasizes children’s well-being, play, and learning, viewing children as competent individuals who actively shape the future. This vision is supported by initiatives such as the Youth Council, which provides a democratic platform for young people aged 13-23 to influence matters affecting their lives (CoC Playful Minds, 2020). Additionally, Billund’s educational approach, known as Playful Learning, encourages children to learn through play, fostering creativity and a lifelong desire to learn. The municipality also offers numerous cultural and recreational activities, promoting community involvement and volunteerism (Billund kommune, 2025).
Billund’s commitment to social sustainability is evident through its inclusive development practices, community engagement, and educational innovation. The city’s partnerships with organizations like the LEGO Foundation enhance its resources and initiatives, contributing to a well-rounded and educated community. These efforts collectively support Billund’s vision of being a socially sustainable place, prioritizing the well-being and development of its residents, particularly children (Villumsen, 2021).
Tourism governance framework of Billund
The tourism governance framework in Billund and Denmark as a whole is structured to promote sustainable tourism development, coordination, and promotion across various sectors. The Danish Tourism Act, established by the Ministry of Business and Growth of Denmark, creates a comprehensive framework for organizing, promoting, and developing tourism in Denmark. This act establishes the National Tourism Forum to coordinate public tourism efforts, develop national strategies, and conduct annual analyses. It also sets up regional and local bodies to facilitate tourism development and marketing, emphasizing sustainable tourism and ensuring consumer protection (Ministry of Business and Growth, 2024)
In Billund, the local authorities play a pivotal role in coordinating tourism development efforts, ensuring alignment with broader social sustainability goals. The Billund Municipality emphasizes the importance of local engagement in tourism planning and decision-making processes. Initiatives such as public consultations and workshops aim to involve residents in shaping the future of tourism in Billund (Villumsen, 2022). Collaboration between the public and private sectors is essential for sustainable tourism development. The LEGO Group, as a major stakeholder, works closely with the municipality to promote tourism while ensuring that it benefits the local community (interviewee 40).
Key stakeholders in Billund's tourism governance include the local government, tourism organizations, and major private sector players like the LEGO Group and Lalandia. The LEGO Group significantly influences Billund's tourism sector, driving economic benefits and attracting large numbers of tourists through attractions like Legoland and the LEGO House. Other large-scale attractions like Lalandia amusementpark complement LEGO's attractions by offering additional recreational activities, enhancing Billund's appeal as a family destination. Billund Airport, established by LEGO, plays a crucial role in facilitating tourism by providing easy and affordable access to the region (interviewee 39). The airport supports logistics for the town and region, enhancing connectivity and economic opportunities.
Billund's tourism strategy aims to leverage its strong position as a popular destination and the presence of large actors and attractions to create an environment where smaller actors can benefit. The focus is on family-friendly tourism, encouraging visitors to stay longer and enjoy nature and local sights, not just the large attractions like amusement parks, zoos, and LEGO-related attractions (Villumsen, 2022).
Discussion
Billund is not "rural tourism" in the traditional sense. It is a mass tourism town that has developed as such, with tourism being one of the backbones of the community. Billund presents a unique case of mass tourism within a rural context. While it is classified as rural in Danish terms, Billund's tourism model is characterized by high visitor numbers and significant economic impact, driven primarily by major attractions like Legoland and the LEGO House.
The town and the municipality, as well as neighbouring regions, have utilized tourism to their best abilities in their development. Tourism and hospitality are integral parts of Billund's identity, and the town has embraced this role (interviewee 41). The town's identity is deeply intertwined with the LEGO brand but local events and festivals, such as the Billund Culture Week, enhance the cultural landscape and strengthen community bonds of locals. The "ildsjæleværksteder" (enthusiast workshops) initiative aimed to engage the community in tourism planning, although some workshops faced challenges like low participation (interviewee 39). These efforts underscore the importance of local involvement in tourism development.
However, the massive influx of tourists can also lead to social challenges in the region. The increased demand for services and infrastructure during peak tourist seasons can strain local resources and affect the quality of life for residents (interviewee 40). To address these issues, it is crucial to involve residents in tourism planning and ensure that their voices are heard in decision-making processes. This has Billund done a regular basis as mentioned earlier.
Billund and LEGO also support research on tourism, acknowledging the importance of understanding the field and supporting sustainable practices. Partly based on this initiative, the municipality has established mechanisms for monitoring and evaluating the impact of tourism on the community and environment, using regular assessments and feedback from residents and stakeholders to inform policy adjustments (interviewee 41). Of course, tourism is a major economic driver in Billund, creating numerous employment opportunities in hospitality, retail, entertainment, and transportation. The development of bed & breakfast accommodations and the renovation of local inns have further contributed to economic growth and made some opportunities for local people in the region (interviewee 41). This way, the economic benefits of tourism extend beyond Billund town, positively impacting neighbouring towns by creating jobs and enhancing regional connectivity.
However, the economic benefits of tourism are not always evenly distributed according to some. Larger businesses, particularly those directly associated with major attractions like Legoland, often reap the most significant rewards, while smaller local businesses may struggle to compete. Efforts are being made to balance mass tourism with rural tourism elements (Villumsen, 2022). This includes promoting local cultural and natural attractions beyond the main tourist sites, such as world-class gastronomy, locally produced food, adventure, nature up-close, recharging holidays, art and design tourism, history and culture tourism.
Billund's tourism strategy also includes measures to mitigate negative environmental impacts. The development of cycling and walking paths not only enhances the visitor experience but also promotes environmentally friendly transportation options. The LEGO House and other attractions incorporate environmental education into their offerings, raising awareness among visitors about the importance of sustainability. These initiatives help to foster a culture of environmental responsibility among both tourists and residents (interviewee 40). However, the environmental footprint of tourism, including increased waste, water usage, and carbon emissions from transportation, poses a significant challenge. The local authorities are addressing this in accordance to the national policies. At the local levels they have implemented regulations to manage tourism growth, including zoning laws and environmental protection measures. These regulations aim to balance the economic benefits of tourism with the need to preserve the town's cultural and natural heritage (interviewee 39).
The efforts of Billund to balance large scale tourism and mega attractions with more traditional rural tourism are noteworthy. This includes promoting local cultural and natural attractions beyond the main tourist sites, such as world-class gastronomy, locally produced food, adventure, nature up-close, recharging holidays, art and design tourism, history and culture tourism (interviewee 41 & Villumsen, 2021).
Conclusions and recommendations
Billund's approach to tourism governance and its social, economic, and environmental impacts highlight the complexities and opportunities of developing a sustainable tourism model, especially in a mass tourism setting like Billund truly is. Billund's tourism model is a unique case of mass tourism within a rural context. While it is classified as rural in Danish terms, Billund's tourism is characterized by high visitor numbers and significant economic impact, driven primarily by major attractions. This mass tourism has become one of the backbones of the community, deeply integrated into the town's identity and economy.
Tourism is deeply integrated into the DNA of Billund, forming a significant part of its identity. While most people are happy with tourism, there is a desire for a more balanced, less seasonal, and more diverse tourism sector. Efforts to accommodate smaller actors, promote food and leisure tourism, and support locally produced products are ongoing. The social effects of tourism are nuanced, with both positive and negative impacts, but overall, tourism is seen as a vital part of Billund's culture and economy. The town and the municipality, as well as neighbouring regions, have utilized tourism to their best abilities in their development. Tourism and hospitality are integral parts of Billund's identity, and the town has embraced this role. Billund's approach to tourism governance highlights the complexities and opportunities of developing a sustainable tourism model in a mass tourism setting. By involving local residents in planning processes, fostering partnerships between the public and private sectors, and implementing regulations to manage growth, Billund aims to create a balanced and inclusive tourism sector.
Addressing challenges such as seasonality, housing affordability, and environmental impact, while leveraging opportunities for economic growth, cultural exchange, and community engagement, will be key to ensuring the long-term sustainability of tourism in Billund.
Based on the Billund case the following recommendations can been highlighted:
Diversify tourism offerings further: By promoting a wider range of experiences beyond the major attractions this can be achieved. This includes cultural, historical, and nature-based tourism, as well as world-class gastronomy and locally produced food. Diversifying the tourism offerings can help reduce reliance on a few major attractions and promote sustainable growth.
Address seasonality: Developing strategies to manage the seasonal nature of tourism in Billund is something that is constantly being done and must continue. While the nature of the tourism in the region makes this hard the diversification of tourism offerings will also contribute to this goal, which can help stabilize demand for services and infrastructure.
Support small and medium-sized enterprises: Ensuring that tourism development includes initiatives to promote equitable economic growth for smaller and local businesses. This can be achieved through financial assistance, marketing support, and capacity-building programs for local businesses.
Monitor and evaluate the impact of tourism on the community and environment: In many ways, Billund does a good job of for regular assessment of tourism. Establishing mechanisms for assessing social and cultural effects of tourism could make Billund a frontrunner in such research, using feedback from residents and stakeholders to inform policy adjustments and ensure that tourism development aligns with broader goals of social and environmental sustainability.