Cold Hawaii in Nordjylland, Denmark

In Thisted municipality, which is located in the region of Nordjylland, one of the biggest challenges has been a strong decline in the population over recent years. The initial aim of the Cold Hawaii mater plan was to develop Thisted to be an attractive location for surfers as well as emphasise the contribution of surfing to the local economy. As a result of the project the area has managed to change a negative trend by attracting new inhabitants and creating commercial growth.

Initiation

Cold Hawaii project was initiated by the local surf association NASA to promote the positive impact of surfing, especially in Thisted municipality but also in the rest of Denmark and Europe. With funding from the three nearby municipalities, the association was granted one year to develop a master plan for surfing in Thy, an area that covers Thisted municipality. The strategy had three main objectives: surfing should be the basis of a major annual event hosted in Thy, surfing should be part of an alternative settlement strategy, and surfing should become part of the local culture in Thy.

Impact

The focus on surfing has had a huge impact on the development of the area. It has attracted more educated young people to settle, and has become a magnet for surfers. The local business environment has also seen a positive development; an increase in revenue of the city's two commercial surf schools of several hundred per cent within the past four years testifies that tourism in the area is changing, and an increasing number of tourists are coming to the area because of the surfing facilities. The demographic statistics present an unusually positive picture of a fringe area in modern Denmark, with an increasing number of people are moving to the region, both from Denmark and from other countries.

Key lessons learned

  • Cold Hawaii is a good example of how to develop a rural area by building on one of its major strengths, leading to population and commercial growth.
  • Bottom-up approach whereby local enthusiasts managed to establish awareness of certain issues by building functioning networks in the local community and by establishing a solid association to front the campaign.
  • A clear motive and a niche branding strategy has helped the project attract positive attention nationally as well as internationally.