Denmark

Denmark

Visitor characteristics

  • There are slightly more female than male leisure visitors from Denmark, but on business visits men outnumber women about three-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)
  • 92% of departing visitors are either ‘very’ or ‘extremely’ likely to recommend Britain for a holiday or short break

Popular activities

Visited a Pub

Visited Parks/ Gardens

Went Shopping

Global context

Measure2016
International tourism expenditure (US$bn)9.2
Global rank for international tourism expenditure31
Number of outbound visits (m)10.1
Most visited destinationGermany

Key demographic and economic data

Measure2016
Population (m)5.7
GDP per capita PPP (US$)43,712
Annual average GDP growth over past decade (%)0.5
Annual average GDP growth in the past year (%)1.7

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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Access to Britain from Denmark

Measure2016
Weekly aircraft departures310
Weekly seat capacity47,040
Airports with direct routes in Denmark7
Airports with direct routes in Britain16
  • Airline seat capacity to Britain increased during 2016, but the majority of capacity serves the Copenhagen to London corridor
  • Departing visitors travelling back to Denmark by air pay £13 in Air Passenger Duty

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

Downloads

Denmark market profile

Read about the preferences of Europeans towards tourismPublished March 2015

Find out where visitors to the UK from Denmark reside in their own country. Published 2013

Exchange rate

1 GBP = 8.197 DKK

As of 14 August 2017

Retrieved from the Bank of England