copy the linklink copied!Denmark

copy the linklink copied!Tourism in the economy

Tourists spent a total of DKK 128.0 billion in Denmark in 2017, of which DKK 54.8 billion – or 43% of total tourism spend – came from inbound tourists, representing 4.6% of Danish exports. Including indirect effects, tourism GVA generated by tourist spending represented 4.2% of the Danish economy. Of this, the direct contribution of tourism to the economy amounted to 2.4% GVA. The effect on employment from tourist spending was 161 000 full-time jobs. In 2017 there were 257 000 jobs in tourism industries, equivalent to 8.8% of total employment in Denmark. Travel exports accounted for 11.6% of total service exports in 2018.

Total bed-nights grew by 3.0% between 2017 and 2018 with a total of 53.9 million tourist bed-nights in 2018. Bed-nights from inbound tourists grew by 3.4%, with inbound tourists accounting for 51% of total bed-nights.

Since 2017, expenditure by visitors in private sharing accommodation has been included in the Danish Tourism Satellite Account. Estimates show a significant increase in the private sharing accommodation economy in recent years, with bed-nights up 14% from 2017 to 2018. Inbound tourists accounted for 79% of these bed-nights in 2018, down from 82% in 2017.

According to accommodation statistics, the top three inbound markets in 2018 were Germany, Norway and Sweden. Together, these three markets accounted for 72% of all inbound bed-nights in Denmark, with Germany alone accounting for more than half (57%). The three main growth markets from 2017 to 2018 were Germany (contributing 58% of the growth in all inbound bed-nights), United States (9%) and France (5%).

copy the linklink copied!Tourism governance and funding

Tourism policy falls under the direct responsibility of the Ministry of Industry, Business and Financial Affairs. The Ministry also co-operates with other ministries on issues related to tourism, including the Ministry of Environment and Food, Transport and Housing, Foreign Affairs, and Culture.

The role of the Danish National Tourism Forum is to lead and co-ordinate tourism policy, working in close collaboration with the Danish tourism industry. Established in 2015 and chaired by the State Secretary of the Ministry of Industry, Business and Financial Affairs, the Forum is also responsible for drafting national tourism strategies and reporting on the state of tourism nationally.

The Danish Tourism Advisory Board advises the Danish National Tourism Forum on current and future opportunities and challenges, and brings together a broad selection of tourism stakeholders from public, private and civil society.

The international branding and marketing of Denmark is managed by VisitDenmark, which is also responsible for market research and monitoring trends and activity. Three national tourism development organisations complete the national tourism administration structures: Danish Coastal and Nature Tourism, Danish Business and Conferencing Tourism, and Wonderful Copenhagen, which includes Danish City Tourism. These agencies are responsible for developing their respective business areas through strategic development plans aligned with the existing national tourism strategy.

A decentralised network of destination management organisations develop, co-ordinate and operate strategic local business support activities. In 2018-2019, an important policy initiative has been reforming the public tourism administrative system as part of a wider reform of Denmark’s business support system (Box 1.2). By the end of 2020, the reform shall result in 15-25 local destination management organisations.

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Denmark: Organisational chart of tourism bodies
Denmark: Organisational chart of tourism bodies

Source: OECD, adapted from the Ministry of Industry, Business and Financial Affairs, 2020

copy the linklink copied!Tourism policies and programmes

In December 2019, the Danish government announced the development of a national strategy for sustainable growth in Danish tourism. The Danish National Tourism Forum will draft the new national strategy working in close collaboration with the tourism industry and relevant stakeholders. As part of the work, the Danish National Tourism Forum will, among other duties, focus on opportunities and challenges for the Danish tourism industry as result of the need for a more sustainable tourism sector, digitalisation and increased international competition. The National Tourism Forum will also suggest guidelines for sustainable growth in Danish tourism that balances environmental, economic and social sustainability, thus contributing to the UN Sustainable Development Goals. Likewise, the Danish National Tourism Forum will suggest initiatives to strengthen Danish tourism.

The existing National Tourism Strategy (2016) has been the framework guiding the industry’s development since 2016. Starting from the common vision of being an engaging tourism destinations and creating a variety of quality experiences, the strategy sets out ten policy priorities:

  • The tourism industry should have a robust framework to enable continued growth.

  • Efforts made to promote tourism should be effective and the use of public funds in marketing activity should add value.

  • Denmark should be marketed in a co-ordinated manner with an emphasis on digital channels.

  • Strong destinations should drive growth in tourism.

  • Tourists should enjoy high quality experiences in Denmark.

  • The digitalisation of Danish tourism should be strengthened.

  • It should be easy for tourists to get to and to get around Denmark.

  • The tourist industry should be competent and innovative.

  • The development of Danish tourism should be evidence-based.

  • All of Denmark should welcome tourists.

The Strategy sets out three goals to 2025:

  • Grow visitation by a third, equivalent to 17 million more bed-nights compared with 2015: progress is on track, with 2018 bed-nights (0.6 million ahead of target).

  • Grow tourism spending to DKK 140 billion, equivalent to an additional DKK 45 billion compared to 2014: progress on track, with 2017 tourism spending of DKK 128 billion ahead of target.

  • Visitor satisfaction scores in line with Northern European average: on target.

In 2019, the Danish Board for Local Business Promotion launched two new funds to: i) support local efforts to develop strong and attractive destinations, high-quality tourist experiences and effective international marketing; and ii) support the consolidation of existing tourist information organisations into stronger destination management organisations. With a total budget of DKK 50 million, destination management organisations can apply for the destination development fund, while public entities, enterprises and local organisations can apply for the broader cross-geographical tourism development fund.

In 2017, VisitDenmark launched the first national data strategy for Danish tourism. A core element of this strategy is the TourismTech Data Lake project, to collect data from tourism stakeholders, develop new tourism business models, and create insights into what attracts international tourists to Denmark. In 2019, a pilot project was launched together with private partners to develop a travel prediction model by testing hypotheses about why tourists visit Denmark. In the first stage, hypotheses are tested in each partners own data-pool. At a later stage, a data lake may also be developed.

copy the linklink copied!Statistical Profile

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Denmark: Domestic, inbound and outbound tourism

2014

2015

2016

2017

2018

TOURISM FLOWS, THOUSAND

Domestic tourism

Total domestic trips

57 700 e

56 964 e

64 365 e

64 888 e

63 160

Overnight visitors (tourists)

14 620 e

14 954 e

15 208 e

16 333

16 619

Same-day visitors (excursionists)

43 080 e

42 010 e

49 157 e

48 555 e

46 541

Nights in all types of accommodation

63 727

64 664

65 250 |

66 222

67 017

Hotels and similar establishments

11 193

11 861

12 464

12 823

13 176

Other collective establishments

8 913

8 920

8 411

8 148

8 180

Private accommodation

43 620

43 884

44 375 |

45 251

45 661

Inbound tourism

Total international arrivals

27 607 e

27 764 e

28 121 e

29 766 e

30 089 e

Overnight visitors (tourists)

10 267 e

10 424 e

10 781 e

12 426 e

12 749 e

Same-day visitors (excursionists)

17 340 e

17 340 e

17 340 e

17 340 e

17 340 e

Top markets

Germany

2 687

2 821

3 048

3 312

3 452

Norway

1 786

1 801

1 767

1 892

1 886

Sweden

1 443

1 438

1 432

1 560

1 572

United Kingdom

744

787

822

937

942

United States

507

514

523

746

780

Nights in all types of accommodation

48 734

50 187

51 729 |

54 914

55 931

Hotels and similar establishments

8 335

8 744

9 039

9 395

9 654

Other collective establishments

2 900

2 920

2 852

2 797

3 121

Private accommodation

37 499

38 524

39 837 |

42 722

43 156

Outbound tourism

Total international departures

..

..

..

..

..

Overnight visitors (tourists)

8 445

8 920

8 033

8 087 |

7 475

Same-day visitors (excursionists)

..

..

..

..

..

Top destinations

..

..

..

..

..

..

..

..

..

..

..

..

..

..

..

..

..

..

..

..

..

..

..

..

..

..

..

..

..

..

TOURISM RECEIPTS AND EXPENDITURE, MILLION DKK

Inbound tourism

Total international receipts

58 463

60 122

66 357

71 889

73 390

International travel receipts

42 790

44 959

50 455

56 114

57 470

International passenger transport receipts

15 673

15 164

15 902

15 775

15 920

Outbound tourism

Total international expenditure

69 277

72 109

73 655

76 294

78 269

International travel expenditure

58 655

60 439

61 769

64 659

66 239

International passenger transport expenditure

10 622

11 669

11 886

11 635

12 030

.. Not available; e Estimated value; | Break in series

Source: OECD Tourism Statistics (Database).

 StatLink http://dx.doi.org/10.1787/888934076590

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Denmark: Enterprises and employment in tourism

Number of establishments1

Number of persons employed

2017

2014

2015

2016

2017

2018

Total

..

..

..

..

..

..

Tourism industries

22 755

232 823

241 569

250 526

257 560

..

Accommodation services for visitors

1 882

19 156

19 684

20 270

20 800

..

Hotels and similar establishments

893

..

..

..

..

..

Food and beverage serving industry

13 821

97 011

101 878

108 408

113 586

..

Passenger transport

3 217

53 828

55 914

55 969

55 266

..

Air passenger transport

90

4 459

4 355

4 603

4 457

..

Railways passenger transport

121

6 278

6 199

6 121

6 097

..

Road passenger transport

2 893

24 771

24 563

24 801

24 994

..

Water passenger transport

113

18 320

20 797

20 444

19 718

..

Passenger transport supporting services

10

..

..

..

..

..

Transport equipment rental

248

..

..

..

..

..

Travel agencies and other reservation services industry

603

5 933

6 092

6 411

6 666

..

Cultural industry

1 034

26 965

27 322 |

..

..

..

Sports and recreation industry

1 940

29 930

30 679 |

59 467

61 243

..

Retail trade of country-specific tourism characteristic goods

..

..

..

..

..

..

Other country-specific tourism industries

..

..

..

..

..

..

Other industries

..

..

..

..

..

..

.. Not available; | Break in series

1. Data refer to number of enterprises.

Source: OECD Tourism Statistics (Database).

 StatLink http://dx.doi.org/10.1787/888934076609

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Denmark: Internal tourism consumption
Million DKK

2017

Domestic tourism expenditure

Inbound tourism expenditure

Internal tourism consumption

Total

..

..

..

Consumption products

73 241

54 796

128 037

Tourism characteristic products

43 299

24 293

67 592

Accommodation services for visitors

7 704

7 063

14 766

Food and beverage serving services

11 072

9 886

20 958

Passenger transport services

15 697

5 123

20 820

Air passenger transport services

..

..

..

Railways passenger transport services

..

..

..

Road passenger transport services

..

..

..

Water passenger transport services

..

..

..

Passenger transport supporting services

..

..

..

Transport equipment rental services

..

..

..

Travel agencies and other reservation services industry

3 497

837

4 334

Cultural services

..

..

..

Sports and recreation services

5 265

1 318

6 583

Country-specific tourism characteristic goods

..

..

..

Country-specific tourism characteristic services

..

..

..

Other consumption products

29 942

30 503

60 445

Tourism connected products

21 630

19 237

40 868

Non-tourism related consumption products

8 312

11 266

19 578

Non-consumption products

..

..

..

.. Not available

Source: OECD Tourism Statistics (Database).

 StatLink http://dx.doi.org/10.1787/888934076628

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