From 22 May we will be working to update all of the data and documents on this page following the Office of National Statistics (ONS) revision of the International Passenger Survey (IPS) data for 2009-2018 and the released detailed 2019 data. UK data will be updated first and followed by the regional data from 27 May. Please be patient as we update these pages or contact the VisitBritain research team if you have any questions- VB/ Thank you.

Visitor characteristics

  • Danish men on business visits outnumber women about two-to-one
  • 48% 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)10.5
Global rank for international tourism expenditure33
Number of outbound visits (m)12.0
Most visited destinationSweden

Key demographic and economic data

Population (m)5.8
GDP per capita PPP (US$)51,056
Annual average GDP growth over past decade (%)1.8
Annual average GDP growth in the past year (%)2.1

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 departures280
Weekly seat capacity43,622
Airports with direct routes in Denmark6
Airports with direct routes in Britain16
  • Airline seat capacity to Britain has increased sharply over the last few years leading up to 2016 when it peaked, then stood slightly lower in 2017 and remained broadly stable since
  • The majority of capacity serves the Copenhagen to London corridor
  • Departing visitors travelling back to Denmark by air pay £13 in Air Passenger Duty