Lego tourism transforms Billund into Denmark’s "capital of children"

Billund, a town of fewer than 8,000 residents in central Denmark, has become a global hub for Lego-themed tourism, drawing families from around the world to its flagship attractions: the original Legoland and the immersive Lego House.

The Independent highlights how the town has embraced its identity as the birthplace of the iconic brick.

Visitors to Billund are greeted by Lego from the moment they arrive at the airport, a clear reminder that the town hosts the company’s global headquarters. A short ride away sits Hotel Legoland, an accommodation that resembles a life-sized Lego build.

Designed to appeal to families, it offers themed rooms such as Ninjago suites and direct access to the theme park via a private tunnel. Guests also praise its expansive breakfast buffet, which includes healthy options and hot smoked salmon.

Billund is home to the world’s first Legoland, Denmark’s second most-visited tourist destination after attractions in Copenhagen. Many travellers arrive with mixed expectations, particularly those familiar with the crowded Windsor Legoland in the UK.

But Billund’s park is described as a far more relaxed experience. Hotel guests receive early access, and even during peak hours the queues remain manageable. Staff are repeatedly praised for their friendly and welcoming approach.

For many families, the highlight of a Billund visit is Lego House, a sprawling multi-level attraction built to celebrate the creative potential of the brick. The Independent reports that the building, which opened in 2017 after a year and a half of construction, was one of Lego’s largest investments and remains unique. Housing 20 million Lego bricks, it emphasises traditional building play rather than relying on branded franchises.

"Lego is at the heart of the ‘Capital of Children’ that is Billund – and we celebrate that. Billund is somewhere that everyone can enjoy," Kathrine Kirk Muff of Lego House explained. 

She added that the attraction was designed so “anyone can come in and use our large Lego Square space on the ground floor, or choose to come through the barriers to explore the world of Lego upstairs.”

Inside, visitors encounter elaborate brick sculptures, hands-on building zones and digital bracelets that allow them to save their creations without relying on phones.

Attractions include opportunities to make short Lego movies, explore complex brick-built worlds, and admire large-scale installations such as a T-Rex and sprawling cities constructed by “Lego Masters”.

Lego House will expand further in autumn 2025 with the opening of the “Masters Academy,” a studio-style experience offering live interactive shows for small groups. According to Kirk Muff, it will add another five million bricks to the attraction.

Dining also takes a futuristic turn. At Mini Chef, meals are prepared by kitchen staff but delivered by robot servers named Robert and Roberta, who present boxed lunches designed to resemble Lego pieces.

“They are both robots,” the reporter notes, with children especially delighted by the novelty.

While Billund offers more than 20 family attractions, including WOW Park, Scandinavia’s largest water park Lalandia, and a Teddy Bear Art Museum, Lego remains the town’s defining draw. As one teenage visitor summed it up: “We just want Lego, dad – Billund is like a Lego dream.”

By Sabina Mammadli