Generation Joy: Reinventing a 19th-Century Icon for Gen Z

At a time when tradition can feel like an anchor, Tivoli Gardens proves it can be a launchpad. For 182 years, this Copenhagen icon has captivated visitors not by staying the same, but by staying true to its soul while constantly evolving. The result? A living institution where heritage meets reinvention, and where the next generation isn't just along for the ride but helping to shape the journey.

In 2024, Tivoli welcomed 4.25 million guests and posted record revenues of DKK 1.32 billion - a 9% year-on-year rise. That growth didn't come from rollercoasters alone. From Michelin-starred dining in the Japanese Pagoda to performances by the Hamburg Ballet and immersive seasonal festivals, our experience-driven model now generates nearly half of all revenue. We're not just diversifying; we're future-proofing. In fact, Tivoli now welcomes more international visitors than ever before - with an 8% year-on-year increase - testament to how globally relevant a deeply local experience can be.
Our biggest transformation yet, a DKK three-digit million redevelopment of 2,000 square metres, is designed not just to entertain but to resonate with evolving guest appetites. It's proof that real innovation doesn't erase the past. It builds on it.

This is not just about attraction-building. It's about meaning-making. Our guests, particularly younger ones, increasingly seek experiences that reflect their values. They want cultural integrity, not spectacle, human connection, not queues. At just 20 acres, Tivoli in 2024 generated over 155 million DKK, a reminder that bigger isn't always better. Constraints fuel creativity, forcing us to be agile and efficient. We do more with less, making density not a limitation, but a superpower.

For Gen Z, this matters. They're not looking for nostalgia. They're looking for purpose, participation, and impact. At Tivoli, they find all three. Nearly 80% of our seasonal Gen Z employees return year after year. Why? Because they feel ownership. Through circular mentorships and our Youth Council, young voices are contributing to everything from sustainability initiatives to guest programming. Their ideas aren't token gestures. They're embedded in how we operate.

We see this as part of a broader truth: when young people feel seen, heard, and trusted, they commit. That commitment shows up in visitor satisfaction, staff retention, and our capacity to reinvent without losing authenticity. Tivoli has become a place where young talent doesn't just work but belongs - and shapes.

The same philosophy drives our sustainability strategy. Tivoli is on track to hit net-zero emissions (scope 1 and 2) by 2025. We're also targeting a 25% reduction in scope 3 emissions by 2030 through sustainable supply chains and smarter procurement. These are not side projects; they're core to our brand value and operational model. Sustainability is not just a moral obligation - it is a responsibility we owe to future generations.

Our park's historic buildings and spaces, steeped in Danish design heritage, have been carefully reimagined using sustainable materials and elevated aesthetic standards. Tivoli's stages pulse with a blend of modern music and classical performance - from the Hamburg Ballet to headline concerts under open skies. It's an evolving dialogue between eras, cultures, and communities.

Urban constraints force us to be agile, inventive, and intentional. Unlike vast destination parks building anew on greenfield sites—from Abu Dhabi to Bedford—we do more with less. And guests value that intimacy. There is no need to clear land or pave over the past when the future can grow through what already exists. Reinvention doesn't require erasure.

Leadership, of course, matters. Mine is a walking leadership: I roam the grounds, talk to our youngest staff, listen to our oldest guests. I believe in language as a bridge across generations. And I believe that preserving Tivoli's spirit is not about freezing it in time, but adapting it to each new one. 'Always like never before' isn't just a slogan. It's a mindset.

In an age of transient trends and manufactured experiences, Tivoli offers a rare model: heritage-led innovation. We show that legacy isn't something to manage. It's something to mobilise. When young people help shape that legacy, it doesn't just survive. It thrives.

We're not preserving joy. We're reinventing it—with the next generation leading the way. And in that, there's something far more thrilling than any rollercoaster.