Abstract
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive
environment
Product coverage
Airline capacity and utilisation; Arrivals by country of origin; Arrivals by
mode of transport; Arrivals by purpose of visit; Car rental services by
sector; Demand factors; Departures by destination; Departures by mode of
transport; Departures by purpose of visit; Domestic tourism by destination;
Domestic tourism by mode of transport; Tourism receipts and expenditure;
Tourist attractions; Transportation; Travel accommodation; Travel retail
services
Executive summary
1. EXECUTIVE SUMMARY
Cold summer causes a decrease in tourism compared to last year
Denmark experienced a decrease in tourist expenditure by 3% during the review
period. This was partly blamed on the bad weather. The other Scandinavian
countries experienced an increase in tourism. It was mainly the German and the
Swedish tourists that abandoned Denmark, partly due to cheaper trips to Turkey
and Croatia which are relatively close nearby, sold at cheap prices and which
offer a better climate.
Hans Christian Andersen' s anniversary turns out to be overrated
The 200th anniversary of the Danish fairy tale icon Hans Christian Andersen
was a major event in 2005. However, the memory of the author of "The Ugly
Little Duckling" and other stories did not attract as many visitors as
anticipated. This was despite plays, memorial trips, several exhibitions and
even cookies sold in the memory of the great author. A relatively cold summer
may have hampered the enthusiasm to Visit Denmark for these anniversary events.
Germans largest tourist group in Denmark
Despite the fact that numbers of German tourists dropped in 2005, they were
still the largest tourist group arriving in Denmark that year. The easy access
to Denmark and the attractive Danish coast attracts the German tourists. The
Danes, especially in the southern part of the country, are more or less fluent
in German which make a trip to Denmark easy.
Improved economy encourages Danes to travel more, with continued trade deficit
The Danish economy saw an upswing during the end of the review period, and by
the end of 2005 Denmark did not have any foreign debt. Increasing affluence
encouraged Danes to travel to sunny countries, with Eastern Europe, South East
Asia and Turkey especially emerging as attractive new tourist destinations.
In the future Visit Denmark will target elderly Swedish tourists and Polish
tourists through different campaigns.
However domestic tourism is still going strong
Domestic tourism saw a steady increase during the entire review period. An
improved economy meant people took more long weekends to either visit the
Danish coast or Copenhagen.
A new tourism promotion campaign launched in 2005 called Culture Kick
(targeted at both domestic and international tourists), highlighted how to
make the most of a long weekend in Denmark by buying a pre-designed package of
everything from hotels, operas, restaurants and travel in advance. It was
received positively and is expected to spur future growth. More than 20
million nights spent in hotels were estimated in Denmark in 2005.
New for 2005 - self catering luxury apartments in the capital with high occupancy rates
At the end of 2004 new apartments for self catering in central Copenhagen were
launched by a Danish player. The concept was later taken up by an Australian
business and has proven successful. During 2005 the occupancy rate was often
100%, and in between far higher than the average hotel occupancy rate.
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