Digital buyer journeys
What digital buyer journeys means for buyers and exhibitors in this sector.
Event overview
Overview
Ferie For Alle is Scandinavia's premier travel fair, taking place from 26-28 February 2027 at MCH Herning Kongrescenter in Herning, Denmark. The event showcases a wide range of travel options and experiences, with over 1,000 exhibitors and more than 250 travel presentations.
It serves as a vital networking platform for industry professionals and travel enthusiasts alike, offering insights into the latest trends and opportunities in the travel sector. Ferie For Alle takes place in Herning,.
TL;DR
- 1Dates and Venue: Ferie For Alle takes place from 26-28 February 2027 at MCH Herning Kongrescenter, Herning, Denmark.
- 2Scale and Focus: This event is Scandinavia's largest travel fair, featuring over 1,000 exhibitors and 250 travel presentations.
- 3Organiser: The event is organised by MCH Messecenter Herning, with more details available at ferieforalle.dk.
- 4Buyer Authority: Attendees include travel enthusiasts, industry professionals, and decision-makers from the travel sector.
- 5Entry: Tickets are available for purchase online, with various pricing options for adults and children.
Why visit
Ferie for Alle is Denmark's holiday and travel fair, so visitors come to compare Danish and international travel suppliers in one hall rather than browsing separate agency websites. Attendees include travel enthusiasts, industry professionals, and decision-makers from the travel sector.
Why exhibit
Exhibitors gain direct access to a large audience of travel enthusiasts and industry professionals, enhancing brand visibility and generating leads. This event is Scandinavia's largest travel fair, featuring over 1,000 exhibitors and 250 travel presentations. Attendees include travel enthusiasts, industry professionals, and decision-makers from the travel sector.
Attendees, exhibitors & solutions
Who this event is for
Visitor profile
Typical attendee groups you can expect to meet.
Travel enthusiasts seeking inspiration for their next vacation
Industry professionals looking to network and explore new opportunities
Families planning holidays and seeking travel advice
Adventure seekers interested in outdoor and travel experiences
Business travelers looking for corporate travel solutions
Tour operators and travel agencies seeking partnerships
Exhibitor profile
Main supplier and exhibitor segments present at the show.
Travel agencies showcasing vacation packages and travel services
Tour operators offering unique travel experiences and itineraries
Camping and outdoor equipment suppliers
Hotels and accommodation providers
Transport services including airlines and car rentals
Destination marketing organizations promoting specific regions
Product categories
Key solution areas showcased across the event.
Travel packages and holiday deals
Camping gear and outdoor equipment
Travel insurance and services
Adventure travel experiences
Cultural and heritage tourism options
Cruise and charter services
Location & Facilities
Venue
MCH Herning Kongrescenter
Vardevej 1, 7400 Herning, Denmark
Facilities
Parking
MCH Herning Kongrescenter in Herning typically provides on-site or adjacent visitor parking during major trade fairs; confirm daily rates, payment methods and hall access on the organiser or venue website before travel.
Food options
On-site catering
On-site diningParking: MCH Herning Kongrescenter in Herning typically provides on-site or adjacent visitor parking during major trade fairs; confirm daily rates, payment methods and hall access on the organiser or venue website before travel.
Gate: Follow organiser signage to the main visitor entrance at MCH Herning Kongrescenter for badge collection; allow extra time for security screening during peak morning arrival.
Attend
Entry & tickets
Event days & opening times
DayOpening hours
Friday 26 February 2027:9:00 AM – 5:00 PM
Saturday 27 February 2027:9:00 AM – 5:00 PM
Sunday 28 February 2027:9:00 AM – 4:00 PM
General admission
Adult ticket valid for one day
120General admission
Adult multi-day ticket valid for all three days
180General admission
Senior ticket valid only on Friday
60General admission
After-14 ticket valid after 14:00 on any day
60
Who runs the show
Organisers
MCH Messecenter Herning
Intelligence
Market context
Key market insights, trends, news and related events to help you understand the bigger picture.
Herning, Denmark
Why it matters
On 2027-02-26 to 2027-02-28, Ferie For Alle in Herning covering Travel packages and holiday deals, Camping gear and outdoor equipment, Travel insurance and services, Adventure travel e gives trade buyers a single calendar window to compare suppliers, validate specs on the stand, and book follow-ups before the next buying cycle - especially when your roadmap matches the published exhibitor profile.
Industry trends
Key trends shaping this market and its wider industry.
Sustainability in procurement
What sustainability in procurement means for buyers and exhibitors in this sector.
Automation and labour efficiency
What automation and labour efficiency means for buyers and exhibitors in this sector.
Regional supply-chain resilience
What regional supply-chain resilience means for buyers and exhibitors in this sector.
Hybrid engagement models
What hybrid engagement models means for buyers and exhibitors in this sector.
Plan your trip
Travel & logistics
Local currency · DKK
Hotel tiers
A range of accommodation options near the venue and across key areas.
DGI Huset Herning
midscale
Herning city centreUSD 150–190 / night
Herning City Apartments
apartment
Herning city centreUSD 140–200 / night
Herning City Hotel
midscale
Herning city centreUSD 130–180 / night
Scandic Regina
upscale
Herning city centreUSD 160–210 / night
Best Western Plus Hotel Eyde
upscale
Herning city centreUSD 155–205 / night
Local transport
Get around the city with these convenient transport options.
Walk
Estimated costFree
Best forCentral Herning hotels to MCH Messecenter Herning and MCH Herning Kongrescenter
City bus (Midttrafik)
Estimated costApprox. DKK 24-30 single adult ticket for a short city journey; confirm the current zone fare in the Rejsebillet app
Best forHerning town centre and Herning station to MCH Messecenter Herning Hovedindgang
Local train
Estimated costApprox. DKK 20-35 for the short local hop; confirm the fare and departure time with DSB or Midttrafik
Best forHerning station to Herning Messecenter St.
Taxi
Estimated costApprox. DKK 70-110 for a 1-3 km city trip; a pre-booked taxi from Billund Airport is roughly DKK 700-900, confirm the fixed price before departure
Best forHerning town centre or hotel to the MCH venue entrances
taxi
Estimated costApprox. DKK taxi/rideshare from BLL to venue (estimate; confirm before travel)
Best forBillund Airport (BLL) to MCH Herning Kongrescenter
taxi
Estimated costApprox. DKK taxi/rideshare from KRP to venue (estimate; confirm before travel)
Best forKarup Airport (Midtjyllands Lufthavn) (KRP) to MCH Herning Kongrescenter
taxi
Estimated costApprox. DKK taxi/rideshare from AAR to venue (estimate; confirm before travel)
Best forAarhus Airport (AAR) to MCH Herning Kongrescenter
taxi
Estimated costApprox. DKK taxi/rideshare from CPH to venue (estimate; confirm before travel)
Best forCopenhagen Airport (CPH) to MCH Herning Kongrescenter
Weather
Herning in late February is still deep in Danish winter. Expect daytime temperatures of roughly -2 to +4 C, colder nights, a realistic chance of rain, sleet or wet snow, and brisk Jutland wind that makes the walk from car parks and bus stops feel colder. Daylight is limited to roughly 9-10 hours, so plan the return trip before the early sunset. The Ferie for Alle halls at MCH Messecenter Herning are indoors and heated, but queuing areas and the walk from parking are exposed. Treat the temperature band as climatological guidance and re-check the local forecast in the days before travel.
Plan for the climate
Check temperatures and pack accordingly
Venue connectivity
Denmark has strong mobile coverage in towns and along main transport corridors, and Herning is well served by 4G/5G. EU/EEA roaming rules mean many European visitors can use their home data allowance at no extra cost, but check your operator's fair-use terms before relying on it for work. Venue Wi-Fi is typically available at Danish exhibition centres but may be congested at peak times, so download tickets, hall plans and exhibitor lists before arrival. Denmark uses 230 V at 50 Hz with type C and type F plugs; bring an adapter if your devices use a different plug type. For live bus and train information, the Rejsebillet and Rejsekort apps are the practical tools on the ground.
Ride-hailing
Taxis
Public transit
Car rentals
Cultural notes
Useful information to help you have a smooth and respectful visit.
Two venue addresses
MCH Messecenter Herning at Vardevej 1 is the exhibition-hall address, while MCH Herning Kongrescenter at Ostergade 37 is the adjoining congress and concert venue in central Herning. Check which building your ticket, hall or meeting uses before you set off, because they are not the same entrance.
Cards, cash and MobilePay
The currency is the Danish krone (DKK). Cards are widely accepted in Danish shops, hotels and taxis, and MobilePay is common among locals, though visitors usually need a Danish bank setup to use it. Keep a card and a small cash buffer for buses, lockers or a taxi if a card reader is down.
Language at the fair
Danish is the everyday language in Herning, but exhibitors at an international-facing holiday fair generally speak English, and many also speak German or a Nordic language. Ask for English-language brochures if you do not read Danish product descriptions.
Lunch and show-day rhythm
Danish lunch often means open sandwiches (smorrebrod) or a hot dish, and fairground food is geared to a steady stream of visitors rather than a long break. The after-14 ticket makes a half-day visit practical if you are arriving in Herning around midday; check the official programme for exact opening times.
Tipping and service
Service charges are normally included in Danish restaurant and taxi bills. Rounding up is common for good service but not obligatory, so do not feel pressured to add a percentage the way you might in North America.
Winter daylight and footwear
Late February days are short, and pavements can be wet or icy after a cold night. Bring footwear with grip for the walk between hotels, bus stops and the halls, and plan to leave the fairgrounds before the light fades if you are unfamiliar with the town.
Practical guides
Visitor & Exhibitor Essentials
Everything needed to arrive prepared, navigate the event, and make the visit productive.
Flights
Book into Billund (BLL) for the shortest road transfer to Herning, and compare Karup (KRP) only if the schedule genuinely works for your dates. Captured Google Flights samples for 26 February 2027 show London to the Herning area from DKK 1,103 return with British Airways nonstop at about 1 hour 45 minutes, and New York JFK from DKK 5,896 return with KLM, British Airways or Air France connections via Amsterdam, London or Paris at roughly 10-11 hours. The US sample was flagged as currently high, so book early or set a fare alert. If you fly into Copenhagen instead, price the direct train to Herning into the total journey and allow around 3.5 hours by rail. Fares are samples, not organiser-published prices; confirm baggage, seat and change conditions before paying.
Transport
Get to the venue and around the city with these options.
Airport → venue: Use the nearest international airport serving Herning; Metro, train or taxi links are typically available to the venue district.
Hotel → venue: Precinct hotels near MCH Herning Kongrescenter: Herning city centre: DGI Huset Herning; Herning city centre: Herning City Apartments; Herning city centre: Herning City Hotel.
Ride-hail: Ride-hailing coverage in Herning is thinner than in Copenhagen or Aarhus, and app availability can change. The practical route is to ask your hotel to book a local taxi, or to use a Danish taxi app if it serves the Herning area. For a 1-3 km town-centre trip, expect roughly DKK 70-110; confirm the meter or fixed price before departure, especially for the longer run to Billund Airport.
Public transit: Midttrafik runs the local Herning city buses, including services to the MCH Messecenter Herning Hovedindgang stop at the main entrance. A local train connection links Herning station with Herning Messecenter St., and regional trains connect Herning with the rest of Jutland. Use the Rejsebillet app or a Rejsekort to buy tickets, and check show-day timetables rather than relying on a normal weekday frequency. Approximate short city bus fares are around DKK 24-30, while the short hop to Herning Messecenter St. is likely to be in the DKK 20-35 range; confirm current fares in the app.
Parking: MCH Messecenter Herning has large on-site parking areas serving the exhibition halls. Rates and access arrangements are set by the venue and can change, so check the MCH or Ferie for Alle website before travelling and allow extra time on the first morning for queues at the car park and entrance. If you are staying at a city-centre hotel, confirm whether your room rate includes parking: DGI Huset Herning and Herning City Hotel list free parking, while Scandic Regina lists parking as paid.
Weather
Plan and pack for the event climate.
Month: February 2027 (fair dates 26-28 February)
Temperature: Expect roughly -2 to +4 C by day in late February, with colder nights and a wind-chill effect that makes the open car parks and bus stops feel sharper. Treat this as a climatological band rather than a forecast and check the Herning weather in the final week before departure.
Seasonality: Late winter in Jutland brings a realistic chance of rain, sleet or wet snow, often with gusty wind. The fair halls are indoors, but you will cross exposed areas between parking, bus stops and the entrance, and pavements can be icy after a cold night. Build in extra time for a slower walk and keep tickets and a phone in a waterproof pocket.
Packing: Pack a hooded waterproof jacket, warm mid-layers, gloves, a scarf and shoes with grip for wet or icy pavements. Bring an umbrella for the walk from parking or transit, and a small daypack for brochures. The halls are heated, so wear a removable layer rather than a heavy coat you cannot take off. A power bank is useful if you rely on the Rejsebillet app and digital tickets through a long show day.
Plan your trip
Planning
Best day to visit: Day 2 (mid-show)
Mid-show days at Ferie For Alle usually combine full exhibitor attendance with scheduled B2B meetings, before early pack-down on the final day.
Day 14
Lock in the 26-28 February 2027 dates and book travel to Denmark; compare flights into Billund (BLL) with rail via Copenhagen or Aarhus, and check whether the smaller Karup (KRP) airport has a schedule that fits your arrival day.
Day 13
Reserve a Herning hotel early: DGI Huset Herning (roughly 110 m from MCH Herning Kongrescenter), Herning City Apartments (about 80 m), Scandic Regina (about 330 m) and Herning City Hotel (about 530 m) are the walkable city-centre options in this listing.
Day 12
Decide your ticket type: captured prices list a DKK 120 one-day adult ticket, DKK 180 for all three days, DKK 60 senior ticket valid on Friday and DKK 60 after-14 admission on any day. Buy or download in advance if the organiser offers online ticketing.
Day 10
Shortlist the destinations, tour operators, cruise lines, transport suppliers and holiday-product exhibitors you want to see; check the ferieforalle.dk exhibitor list and note hall positions so you do not cross the fairgrounds repeatedly.
Day 8
Plan the airport-to-Herning leg in detail: Billund is the usual international gateway, while Karup is closer but has fewer flights. Confirm whether a bus, train connection or pre-booked taxi best matches your flight arrival time.
Day 7
Set up ground transport: download the Rejsebillet app or arrange a Rejsekort, check Midttrafik city bus times to MCH Messecenter Herning Hovedindgang and look at the local train between Herning station and Herning Messecenter St.
Day 5
Check the Herning forecast and pack for Danish late winter: a waterproof hooded jacket, warm mid-layers, gloves, a scarf and shoes suitable for wet or icy car parks, with a removable layer for the heated indoor halls.
Day 4
Confirm your hotel's breakfast and parking arrangements; Scandic Regina lists paid breakfast and paid parking, while DGI Huset Herning and Herning City Hotel list free breakfast and free parking in the captured hotel data. Re-check before you rely on either.
Day 3
Download tickets and save the venue addresses offline: MCH Messecenter Herning at Vardevej 1 for the exhibition halls and MCH Herning Kongrescenter at Ostergade 37 for the adjoining congress venue. Confirm which building your entry, hall or meeting uses.
Day 2
Sort out payments: carry a card for DKK transactions, check whether your bank charges foreign-transaction fees and keep a small cash buffer for buses or taxis if a card reader is unavailable. MobilePay is common in Denmark but usually needs a Danish setup.
Day 1
Aim to arrive at the MCH Messecenter main entrance before the first hall session you care about, and leave time at the end of the day to revisit operators you shortlisted; February daylight fades early, so plan the return trip before dark.
Sample visitor itinerary
Route-optimised day
Day 1 · morning
Registration and hall orientation at MCH Herning Kongrescenter
Day 2 · core sessions
Supplier meetings and product demos
Day 3 · wrap-up
Final negotiations and follow-up
Networking spots
2Ferie For Alle registration concourse
MCH Herning Kongrescenter
Central meeting point before and between hall appointments during show days.
Organiser B2B lounge (if offered)
MCH Herning Kongrescenter
Hosted matchmaking and buyer programmes when published by the organiser.
Budget
Costs & budget
Build your working budget
Adjust the inputs below to create a directional event budget.
Estimated budget
Live estimate
- Hotel × 2 nightsDKK 190.00
- Per diem × 2DKK 150.00
Estimated totalDKK 340.00
This is a directional estimate. Please verify live rates before booking.
Cost reference
Official cost items and estimated ranges for exhibitors.
visitor_ticket
visitor · General admission
DKK 120 / per person
organiser_published
| Item | For | Tier | Estimated range | Status | As of |
|---|---|---|---|---|---|
| visitor_ticket | visitor | General admission | DKK 120 / per person | organiser_published |
Decision
Visit, exhibit, or skip?
Should you go?
Use this quick check to decide whether Ferie For Alle fits your visit, exhibit or skip plan.
QUESTION 1 OF 6
For Ferie For Alle, what is your primary role on the show floor?
Decision matrix
Compare participation options side by side to choose the best fit for your objectives.
visit
Your category focus and target suppliers align with the official exhibitor profile.
Best for
Buyers, engineers, and delegates sourcing Travel packages and holiday deals and Camping gear and outdoor equipment solutions and benchmarking suppliers at Ferie For Alle in Herning.
Min. budget
$4,251.00
Timeline
4-8 weeks before opening day for registration, hotels, and travel.
Risks
Session times and ticket tiers may change - confirm the official agenda before booking.
exhibit
You have a defined lead-generation or distributor recruitment goal for this market.
Best for
Brands and manufacturers launching Travel packages and holiday deals and Camping gear and outdoor equipment products who need qualified meetings with the event's trade audience.
Min. budget
$19,129.00
Timeline
3-6 months for stand booking, freight, staffing, and pre-show marketing.
Risks
Booth pricing and corner premiums vary by hall - confirm with the organiser sales team.
skip
Audience, geography, or commercial goals do not justify travel and stand costs this cycle.
Best for
Teams with weak category fit, budget constraints, or overlapping commitments during the Herning show week.
Timeline
N/A
Risks
Skipping may mean missing buyer meetings if competitors exhibit or attend the same week.
Gallery
Photos
FAQs & glossary
Answers
Frequently asked
When and where is Ferie for Alle 2027?
The fair runs 26-28 February 2027 at MCH Messecenter Herning in Herning, Denmark. The venue is at Vardevej 1, with MCH Herning Kongrescenter at Ostergade 37 in the same complex.
How do I get to MCH Herning from the nearest airport?
Billund (BLL) is the usual international gateway for Herning, with onward road or rail transfer. Local line 030 trains connect Herning station with Herning Messecenter St., and Midttrafik city buses stop at the MCH Messecenter Herning Hovedindgang entrance.
Where should I stay during Ferie for Alle?
Central Herning has the closest stock of rooms: Herning City Apartments about 80 m from the venue, DGI Huset Herning about 110 m, Scandic Regina about 330 m and Herning City Hotel about 530 m. Book several months ahead because the fair fills local hotels.
What kind of exhibitors will I meet?
The fair is a consumer travel marketplace: destination boards, tour operators, camping and cottage rental providers, ferry and transport companies, and activity or experience organisers present their programmes for the coming holiday season.
What is the local currency and how do I pay?
Herning uses the Danish krone (DKK). Cards are widely accepted at hotels, restaurants and the venue; keep a payment card available for buses and taxis rather than relying on cash.
What is the weather like in Herning in late February?
Late February is still Danish winter: expect cold days, a real chance of rain or sleet, and early sunset. Pack a warm waterproof outer layer, waterproof shoes and an umbrella, and check the forecast close to departure.
Glossary
- Ferie for Alle
- The Danish consumer holiday and travel fair staged at MCH Messecenter Herning; the name translates literally as Holiday for All and the show is aimed at leisure travellers buying destinations, package tours, transport and holiday products rather than at trade-only buyers.
- MCH Messecenter Herning
- The exhibition halls at Vardevej 1 in Herning that host Ferie for Alle; the fairgrounds include parking areas and a main entrance stop served by Midttrafik city buses.
- MCH Herning Kongrescenter
- The adjoining congress and concert venue at Ostergade 37 in central Herning; several city-centre hotels sit within a few hundred metres of this address, making it a useful navigation reference for visitors walking to the fairgrounds.
- Herning Messecenter St.
- The local railway stop serving the MCH exhibition area; captures describe a local train link between Herning station and this stop, so check current DSB or Midttrafik timetables before relying on it for show-day arrival.
- Midttrafik
- The public transport authority for Central Jutland; Midttrafik operates the Herning city buses, including services that stop at MCH Messecenter Herning Hovedindgang (main entrance).
- Rejsekort
- Denmark's stored-value travel card, tapped in and out on buses and trains; visitors can buy or top up a card, though many travellers now use the Rejsebillet app instead for single journeys.
- Rejsebillet
- The Danish journey-planner and ticket app used on Midttrafik and other regional services; useful for buying a single bus or train ticket to the fairgrounds without needing a physical Rejsekort.
- DKK
- The Danish krone, the local currency in Herning and the currency quoted for Ferie for Alle ticket prices and for hotel and transport samples in this listing; cards are widely accepted, but keep a card or small cash amount for buses and taxis.
- Billund Airport (BLL)
- The main international airport for the Herning area, located in Billund; travellers usually continue by car, bus or rail, and should allow roughly an hour for the road transfer depending on traffic and the exact destination.
- Karup / Midtjyllands Lufthavn (KRP)
- A smaller regional airport closer to Herning than Billund on the map; schedules are limited, so compare both airports before booking a flight for the February fair.
- Package holiday (pakketur)
- A bundled flight-plus-hotel or tour product sold by Danish and Nordic travel organisers; visitors to Ferie for Alle can compare package operators alongside destinations, cruise lines and transport suppliers on the show floor.
- After-14 ticket
- A discounted Ferie for Alle admission option valid after 14:00 on any show day, listed in the captured ticket prices; useful for a half-day visit if you arrive in Herning around lunchtime.
- Schengen area
- The passport and visa zone that includes Denmark; short-stay visitors should confirm passport validity and, if required, obtain a Schengen visa before booking non-refundable travel to the fair.
- Herning bybusser
- The local Herning city bus network, part of Midttrafik; city buses connect the town centre, Herning station and the MCH exhibition grounds, and the main entrance stop is named MCH Messecenter Herning Hovedindgang.
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Also known as
Alternate names and search phrases for this event.
- Ferie For Alle 2027
- Ferie For Alle Herning 2027
- Herning Denmark
- Travel & Tourism Herning 2027
- Travel packages and holiday deals
- Camping gear and outdoor equipment
- Travel insurance and services
- Adventure travel experiences
Trust footer
Sources
5
References
2
Publishers
0
Date checked
1
MCH Messecenter Herning
- event_website
2
Ferie For Alle
- event_social
- event_social
- event_social
- event_social
Digital business cards for the show floor
Display a free company card at your booth, or share your professional card on the show floor.