On August 24th – 26th 2026 the Copenhagen Goodwill Ambassadors return to the city for their annual seminar – a cornerstone of the network’s work.
The Copenhagen Goodwill Ambassadors celebrated their 30th anniversary in 26th August 2026 with a special gathering at Copenhagen’s City Hall hosted by Mayor for Employment, Integration and Business Andreas Keil.
Anniversary Event Highlights
- Attendance: 130 international guests, network members, and supporters gathered to mark three decades of voluntary diplomacy.
- Network Impact: Founded in 1996 by Copenhagen Capacity and Wonderful Copenhagen, the corps includes high-profile global business and cultural leaders promoting the capital region internationally
Goodwill Ambassadors is a powerful network of over 50 business leaders, entrepreneurs, innovators, cultural leaders, branding experts and public opinion formers, living and working in more than 25 countries worldwide.
Together with external partners and participants, the Goodwill Ambassadors provide their input and knowledge on selected areas in order to improve Copenhagen and Denmark’s international competitiveness and to identify the potential for development.
The Copenhagen Goodwill Ambassadors was founded by Copenhagen Capacity and Wonderful Copenhagen in 1996. The daily management is run by the secretariat accompanied by the Chairman and the Advisory Board. H.R.H Prince Joachim has since 2008, been the patron of the Copenhagen Goodwill Ambassadors.
Once a year in august, the Goodwill Ambassadors meet in Copenhagen for the annual seminar. During their stay, the network is introduced to international initiatives, challenges and successes of Copenhagen as well as government representatives, Danish business and cultural personalities and decision makers.
History and Founding
- The Launch (1996): The initiative was co-founded by Copenhagen Capacity (the official organization for attracting investment and talent) and Wonderful Copenhagen (the regional tourism organization). It was built as a strategic regional marketing initiative to elevate Denmark’s global profile.
- Royal Patronage: Since 2008, His Royal Highness Prince Joachim of Denmark has served as the official patron of the network, reinforcing its status and international diplomatic weight.
- Evolution: Over the last three decades, the network has evolved from a small pilot into an established corps of over 50–100 influential Danes living and working in more than 25 countries across the globe.
How the Network Operates
The daily management of the GWA is run by a dedicated secretariat in Denmark alongside a Chairman and an Advisory Board. The global ambassadors operate through three main avenues:
- The Annual Seminar: Every year in late August, the ambassadors travel from all over the world back to Copenhagen. During this seminar, they meet with government officials, local decision-makers, and business leaders. They are briefed on the capital region’s newest green initiatives and economic successes, while offering their own “outside-in” perspectives on Denmark’s global challenges.
- Opening Global Doors: In their day-to-day corporate or cultural roles abroad, ambassadors actively volunteer their local connections. If a Danish entity or Copenhagen Capacity needs access to international companies, academic institutions, or tech hubs, the ambassadors use their influence to open doors.
- Key Focus Pillars: Their work strictly focuses on driving measurable impact in four key fields:
- Investment & Corporate Attraction: Convincing foreign companies and startups to relocate or expand into Denmark.
- Talent & Student Acquisition: Sourcing international professional talent and top-tier student minds.
- International Event Hosting: Promoting Copenhagen as the premier host for massive international conferences, conventions, and sporting events.
- Tourism Expansion: Drawing global leisure and business travelers to the capital region.
Over several days, the ambassadors are immersed in the latest international initiatives, challenges, and successes shaping Copenhagen. They meet with leading voices from Danish government, business, culture, and academia – sharing insights and ideas that help shape the future.