The International Passenger Survey (IPS) was suspended on 16 March 2020 due to the coronavirus (COVID-19) pandemic until the start of 2021. The ONS have made every effort to produce high-quality estimates for the periods when IPS data is not being collected but have not been able to produce a full set of results. See the 2020 inbound page for more information. Data for 2021 and 2022 was also impacted by COVID-19, more information can be found on the About IPS page.

Due to the above, the latest full year IPS data below is from 2019. You can access data detailed data from 2020 onwards on the latest annual page.

Visitor characteristics

  • There are more than twice as many male than female business visitors
  • 35% of Danish visitors are travelling with their spouse or partner, 31% on their own
  • 78% of those holidaying in Britain are making a repeat trip to the country (excluding British nationals, within ten years)
  • 97% of departing visitors (excluding British expats) are either ‘likely’ or ‘extremely likely' to recommend a visit to Britain

Popular activities

Dining in a restaurant

Visited a Pub

Went Shopping

Global context

International tourism expenditure (US$bn) (2019)10.0
Global rank for international tourism expenditure (2019)33
Number of outbound visits (m)9.7
Most visited destinationSweden

Key demographic and economic data

Population (m)5.9
GDP per capita PPP (US$)70,572
Annual average GDP growth over past decade (%)2.1
Annual GDP growth (%)3.8

Inbound visits to Britain from Denmark

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Number of visits

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Total expenditure (GBP)

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Total nights spent

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Average length of stay (Nights)


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Average spend per visit (GBP)

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What the Danes think about Britain

  • More than 35% of Danes think a trip to Britain would be ‘exciting’ but 3 in 10 consider it to be ‘predictable’
  • Britain is strongly associated with culture and heritage, but so too are France and Italy
  • Britain outperforms leading competitors in terms of strength of association with being ‘good for high street shopping’ and ‘good for luxury/designer shopping’
  • Only 24% associate the statement ‘is rich in natural scenic beauty’ with Britain while 61% associate it with Ireland
  • More than one-in-four say they would like to go shopping in Harrods were they to visit Britain, while more than one-in-five are keen on the idea of watching Premier League football
  • Very few Danes associate Britain with offering good value for money for shopping, food and drink or accommodation – with Germany strongly associated with these attributes

Caring for visitors

  • Danes are used to communicating in English and are happy doing so – they do not expect British people to speak Danish
  • In their accommodation choices, wooden floors in bedrooms and tiled bathroom floors are generally expected
  • They prefer ensuite bathrooms with walk-in shower rather than bathtubs

The leisure & travel trade

  • The Danish travel market is mature – the Danes are well-travelled and able to book their travel online
  • The market is dominated by a few big tour operators selling their products via travel agents throughout the country, as well as a number of smaller specialist operators and large/medium-sized coach operators
  • Important Britain packages include London flight, accommodation and theatre packages, special interest, coach tours, car touring and language tuition
  • Major operators are based in Greater Copenhagen as well as in Aarhus, Aalborg and the mid-Jutland region

Access to Britain from Denmark

Weekly aircraft departures241
Weekly seat capacity40,146
Airports with direct routes in Denmark5
Airports with direct routes in Britain15
  • The majority of capacity serves the Copenhagen to London corridor
  • Following the Covid-19 pandemic, scheduled seat capacity on non-stop flights from Denmark to the UK has recovered to 92% of 2019 levels in 2023
  • Departing visitors travelling back to Denmark by air pay £13 in Air Passenger Duty
    (2023 data excludes flights from Sonderborg)