Trapholt Museum of Modern Art (VisitKolding)

ADVERTORIAL • January 2023

Business insider: unleash your imagination in West Denmark

The home of LEGO, wild sandy beaches, world-class museums and award-winning Danish cuisine is now much closer with our new route from London to Billund, in Jutland. The direct flight from London City Airport means that extending a Billund business trip to explore more of West Denmark has never been easier. Here are just a few ideas to help you plan some trips, all around an hour’s drive or less from Billund


Two cyclists enjoy the outdoors (Kenneth Stjernegaard, VisitVejle)

South and West Jutland
Danes are obsessed with biking. It’s how over 70 per cent of all journeys in Denmark are made, and where better to travel like a local than in Vejle, Denmark’s ‘kingdom of cycling’. Despite the country’s reputation for being flat, the beautiful countryside in and around Vejle hosted stage three of the 2022 Tour de France, which was also won by a Dane. If all the pedalling gets you hungry, visit Restaurant Lyst, set in the architecturally stunning Fjordenhus (Fjord House), which stands alone in the sea. The restaurant’s circle design theme reflects its ethos of sourcing produce within a 100-mile radius.


A woman harvests oysters (Mads Tolstrup)

Next up is mediaeval Ribe, the oldest city in Denmark and once a Viking port town that dates back to 710AD. From the Cathedral tower, gaze out over Wadden Sea National Park, a UNESCO World Heritage site, and imagine tall Viking ships sailing away to discover new lands. The largest of Denmark’s national parks, its beaches and marshlands stretch for miles and are a playground for surfers, while foodies can take guided oyster foraging tours. Stay at the cosy Henne Kirkeby Kro, whose restaurant has two Michelin stars, plus one green Michelin star for sustainability.

Don’t forget to revisit your childhood at LEGO House in Billund, where you can build and marvel at giant LEGO masterpieces in the six experience zones, all in a building that looks as if it’s built from LEGO (of course).


Your rainbow panorama, by artist Olafur Eliasson, on the roof of ARoS (Robin Skjoldborg)

Hip Aarhus is Denmark’s second largest city and one for culture lovers. In the cobbled Latin quarter, browse quaint streets of independent arts, crafts and ceramic shops, taking a break for Java and a Danish cinnamon bun at Stillers Coffee. For high-quality, unfussy food and drinks, head to Aarhus’ Street Food Market and feast elbow to elbow with Danes.

Afterwards, explore ARoS, one of the biggest art museums in Northern Europe and home to the famous and unmissable 4.5m-high ‘boy’ sculpture. On the museum roof, view the city through a kaleidoscope of colours as you stroll around the rainbow panorama walkway.

Stay at centrally located and reasonably priced Sofs Hotel for a good night’s sleep and helpful staff who can give you tips for your visit.


Egeskov Castle (AdobeStock)

Fyn and Odense
The island of Fyn, pronounced ‘foon’, is known for its fairy-tale charm, castles and one of the world’s most famous children’s authors. The city of Odense is the birthplace of Hans Christian Andersen, writer of timeless tales such as The Little Mermaid and The Snow Queen – the book that inspired the film Frozen. Andersen’s childhood home now forms part of the H.C. Andersen Museum, where his fantastical fiction is brought to life. Visitors experience a living world as if through the author’s eyes, where architecture, sound, light and a stream of images immerse visitors in his adventures.

And there’s more than literary lure here. Take a walk through the gardens, get lost in the maze and explore the beautiful chambers of the moated Egeskov Castle. For an informal traditional Danish dinner made with local produce, try restaurant Fynboen, and stay at Hotel Odeon in the city centre, just steps from the H.C. Andersen Museum.

The new British Airways route from London’s City Airport to Billund opens up West Denmark for short breaks, adventures and cultural visits, whether you have a spare day on a business trip, a weekend or even a week.

Words by Justine Gosling

This article has been tagged Advertorial, Destination