Visitor characteristics

  • There are more female than male leisure visitors from Denmark, but on business visits men outnumber women about two-to-one
  • 45% of holiday visitors are travelling with their spouse or partner
  • 78% of those holidaying in Britain are making a repeat trip to the country (excluding British nationals, within ten years)
  • 96% of departing visitors (excluding British expats) are either ‘likely’ or ‘extremely likely' to recommend a visit to Britain

Popular activities

Sightseeing of Famous Buildings/ Monuments

Visited a Pub

Went Shopping

Global context

International tourism expenditure (US$bn)9.8
Global rank for international tourism expenditure31
Number of outbound visits (m)11.7
Most visited destinationSweden

Key demographic and economic data

Population (m)5.8
GDP per capita PPP (US$)45,268
Annual average GDP growth over past decade (%)0.9
Annual average GDP growth in the past year (%)1.1

Inbound visits to Britain

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Seasonality (Share of visits)

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Regional spread (Share of visits)

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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 departures276
Weekly seat capacity43,144
Airports with direct routes in Denmark5
Airports with direct routes in Britain12
  • Airline seat capacity to Britain saw a slight year-on-year increase on 2018
  • The majority of capacity serves the Copenhagen to London corridor
  • Departing visitors travelling back to Denmark by air pay £13 in Air Passenger Duty