Aarhus welcomes new leader to captain its rapid further expansion

In 2018 the gateway to the Nordic region’s fifth largest metropolitan area, Aarhus, became the fastest growing international airport in Scandinavia.  The airport welcomed a new international base by SAS Scandinavian Airlines which now serves 11 destinations directly, also British low-cost carrier easyJet touched down and numerous new tour operators moved-in, culminating in 80% international and 31% total annual traffic growth. 

This year Aarhus Airport continues to evolve quickly; in the first half of 2019 the airport has already recorded a further 20% international customer increase, it has welcomed a new major private equity investor and now reveals a brand new face to lead its fast-paced expansion strategy, in the shape of Peer Heldgaard Kristensen.  The dynamic former tourism chief of VisitAarhus, Peer is well known across Denmark and internationally having captained the fast-growing city’s tourism development through the period leading up to and beyond 2017 European Capital of Culture, achieving six years as Scandinavia’s fastest growing visitor economy and a dynamic ten-fold leap in cruise ship traffic to around 100,000 annual passengers.  He plans to build on the considerable synergies between the city’s high tourism growth and wider economic development in which he has been so active, to harness Aarhus’ associated soaring inbound and outbound travel demand and further accelerate the airport’s climb in passenger thoughput which reached take-off level last year.

“At VisitAarhus we set out to make Aarhus an exciting and well-visited second city and we achieved it, becoming the Nordic region growth leader.  Here at the airport, the task - largely on the basis of the same story - is to spread the word, stimulate growth in demand around Aarhus even further and lift the rate of total airline passenger number development even higher", says Peer Kristensen. “3X is the title of our development plan, which up to 2024 aims to triple the number of passengers.  We know that demand across mainland Denmark is strong and we are the best located as it’s Aarhus which is driving that.  We have set course already and the journey has three clear tracks; evolution of a vibrant, attractive and modern airport, a greater cohesion and engagement between the airport and our surrounding population, plus the further addition of many more routes”.

Specifically referencing the planned upgrade in airport amenities and facilities, Peer indicates that there are plenty of opportunities and great scope for development until now hampered by investment economics, highlighting that this situation is now very much changed, particularly with recent new private equity investment.  Wide-reaching transformation is already underway and with the new 3X plan comes a radical overhaul of customer offerings; the airport has revealed that a hotel is set to be added and continuing that theme, the airport has already selected design agency Hay for an immediate rethink and upgrade of terminal facilities with hotel-inspired interior features that are already taking shape.  The Danish agency is known for its work in Scandinavia with upscale hoteliers like Comwell Group.

"There must be something for everyone in our amenities”, says the new CEO, “for business and leisure flyers alike, for parents and for children.  As soon as you are through security the experience must unfold in a distinctly relaxing and lounge-like manner, welcoming everyone.  In other airports the best bits are often reserved for business travelers in their special lounges, but here we think that everyone should enjoy their travel a little bit more".  

He also pointed out, ”Aarhus is the area where people have some of the highest disposable income in Denmark, they spend more money on culture and travel than in other cities and regions – the kind of market base that works for airlines seeking high propensity to travel –and here in Aarhus due to higher than normal population growth, our proposition is very sustainable.   Right now you often have to drive up to 4 hours to reach direct flights or any long-haul services and this is really not enough for a city of our size and market value.  It makes no sense amid a backdrop of high forward economic growth – this ‘isolation’ must be overcome and we will work to deliver it”. 

“We have to be forward-looking in all areas”, concludes Kristensen, “our plan to treble passenger numbers is ambitious, therefore it must be a special and customer-winning experience.  We have already entered in to a contract with catering innovators MIB by chef and ‘local hero’ Martin Ib.  I like to say ’out go hot dogs and in comes a gin bar, out go pre-packed sandwiches and in comes artisan, fresh-baked bread’.  There will also be changes to our car parks, road layouts, baggage claim areas and improved capacity in baggage processing, plus air-side ramp adjustments to increase the number of gates and stands.  There’s really a lot going on!”.

Peer will steer a growing workforce of over 100 airport staff and management, leading an existing team including David Surley – Head of Airline Relations & Route Development and Dortea Grønbæk – Head of Marketing & Communications with whom he will attend World Routes 2019 in Adelaide, in September.  

Greater Aarhus metropolitan area is home to over 1.38 million people, Denmark’s largest commercial port, Scandinavia’s largest university student population, hospital and multiple global headquarters of sector-leading companies including Vestas Wind Systems, Arla Foods, Grundfos and Aarhus University.  The fifth largest metropolitan area in the Nordic region, Aarhus is also its fastest growing tourism economy by total overnight stays and ranks 72nd in the world among international conference locations (ICCA 2018)