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Once again, Copenhagen and Tivoli Gardens are attracting international attention. This time it’s the respected publication Monocle—known for its coverage of global culture, urban development, and lifestyle—that has spoken with Tivoli’s CEO, Susanne Mørch Koch, about the park’s success under her leadership. In the feature, she explains how the historic amusement park in the heart of the Danish capital continues to draw record numbers of visitors, even 182 years after it first opened.

One thing in particular stands out: Tivoli’s deliberate choice to avoid digital gimmicks. This is striking given that, years ago, Tivoli had announced plans to embrace digitalisation and gamification—a strategy many theme parks now rely on to capture children’s attention.

But Tivoli has chosen to move in the opposite direction.

“We’re selling quality time, and screens would get in the way of that,” Koch tells Monocle.

Susanne Mørch Koch, CEO, Tivoli.

When asked who Tivoli is really competing with—and whether the park is trying to capture children’s attention the same way video games and social media do—Susanne Mørch Koch answers:

“Not really, because we’re so different from that world. There’s been pressure to gamify the park with apps—we even had a suggestion for something like Pokémon Go—but we’ve deliberately chosen not to go down that road.

We’re selling quality time, and screens would get in the way of that. Of course, no one likes to be bored in a queue, but we’re not afraid of people waiting a little: it’s a moment to land, reflect on what you’ve just experienced, and build anticipation. We see that as a positive. Where apps can improve the visit—like for restaurant bookings—we use them, but we don’t want technology to be part of the actual experience.”

That doesn’t mean innovation isn’t important for the historic park in Copenhagen.

Tivoli must constantly evolve—without losing its soul.

And for Koch, it’s crucial that Copenhagen locals are just as important as tourists and one-time visitors.

She stresses that Tivoli has always moved forward and never been afraid of change. The goal, she says, is to avoid becoming a static “postcard version” of itself. Any renewal must make sense for the people who live just outside the gates. She hasn’t experienced resistance to change. Tivoli is not just any theme park—it’s a place with live entertainment and great food that continues to appeal to locals as well.

Read more about Tivoli and Koch’s strategy at Monocle here.

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