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Denmark

See the latest market data for Denmark – including traveller visits and spend, length of stay, behaviours and preferences.

Denmark

Travellers from Denmark made 9.7 million outbound visits in 2022, with a total international tourism expenditure of US$8.5 billion.

In 2022, the UK welcomed 566,000 visits from Denmark. During the travellers’ visits, their total expenditure was £309 million, with an average spend of £546 per person.

Discover visitor behaviour, travel trade insights, detailed data visualisations for this market – and more. The statistics in this market report are collated from a range of sources such as the Office for National Statistics (ONS), as well as sponsored questions and our own research. For further details, see How we source this information.

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, and 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.

Explore the inbound data in full

Use our visualisations to see data from this market in greater depth and clarity. Compare annual statistics, and filter by age group, gender, trip duration and more. Includes seasonality, trip purpose and regional spread of visitors to UK destinations. This data is based on the International Passenger Survey, conducted by the Office for National Statistics (ONS).

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Perceptions of Britain in the Danish market

  • More than 35% of Danes think a trip to Britain would be ‘exciting’, but three-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 if they visited 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.

Global context

Top-level statistics relating to the population, GDP, tourism expenditure and popular destinations for this market. For greater detail on inbound tourism flows from this market to the UK, see our data visualisations.

Measure

2022

International tourism expenditure (US$bn)

8.5

Global rank for international tourism expenditure

27

Number of outbound visits (m)

9.7

Most visited destination

Sweden

Key demographic and economic data

Measure

2022

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

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 en suite bathrooms with walk-in showers rather than bathtubs.

The leisure and travel trade

  • The Danish travel market is mature: 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- and medium-sized coach operators.
  • Important Britain packages include London flights, 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

The key routes and transport modes that connect this market with the UK.

Measure

2023

Weekly aircraft departures 

241

Weekly seat capacity

40,146

Airports with direct routes in Denmark

5

Airports with direct routes in Britain

15

  • The majority of capacity serves the Copenhagen to London corridor.
  • Following the COVID-19 pandemic, scheduled seat capacity of 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.)

Further resources

PDF

Denmark market snapshot.pdf

Denmark market snapshot

Download (351.15 KB)
PDF

Denmark Market Profile.pdf

Denmark Market Profile

Download (68.43 MB)
PDF

Denmark Aviation Profile.pdf

View the full findings

Download (513.14 KB)
PDF

Denmark COVID-19 Travel Sentiment.pdf

View the full findings

Download (478.45 KB)

Where visitors from Denmark to the UK reside in their own country.xlsx

Where visitors from Denmark to the UK reside in their own country

Download (212.76 KB)

How we source this information

We work with a number of data sources to provide a rich and insightful picture of our key inbound source markets. This includes, but is not limited to, data provided by Oxford Economics, the UNWTO, Apex, Anholt-Ipsos Nation Brands Index and from our own surveys and ad-hoc research. The largest share of these data comes from the International Passenger Survey (IPS) by the ONS.

Visit our About the International Passenger Survey page for more information on how this data is collected and analysed.

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