Located in the region of Northern Jutland, half an hour from Aalborg, Hjørring is one of the towns in Denmark that cannot expect to be businesses’ most obvious first choice. However, with innovative energy and recycling solutions, an expanding cultural scene and a municipality that is determined to “never say no”, the town is well on its way to changing this. The success is based on three core strategies: making business easier for companies, making life better for their employees and making both proud of Hjørring.