This document discusses new digital media opportunities for tourism in Denmark. It covers four main topics: 1) The digital tourist, 2) Moving from passive observers to active participants, 3) Facebook and social media, and 4) New media tools. Some key points discussed are how people are shifting from mass media to being a mass of individual media creators through user-generated content and reviews online. It also provides examples of how companies can use tools like video, maps, and Twitter to better engage customers digitally. The conclusion encourages listening to customers, moving from just information to interaction, participation, dialogue and sharing content.