Denmark Market snapshot 2016 average spend per visit £505 Inbound tourism overview Annual visits* Annual visitor spend* 42% 2% 23% 27% Holiday Business 7% Study Misc M VFR** Sources: *International Passenger Survey (IPS), ***Apex (direct flights only). 614,000 550,000 614,000 636,000 696,000 662,000 756,000 730,000 2009 2010 2011 2012 2013 2014 2015 2016 £300 m £300 m £245 m £245 m £287 m £287 m £303 m £303 m £436 m £436 m £295 m £295 m £356 m £356 m £368 m £368 m 2009 2010 2011 2012 2013 2015 2016 2014 Global ranking for inbound visits to the UK in 2016 #15 Global ranking for inbound spend in the UK in 2016 #17 Purpose of travel* (2016) Seasonal spread of travel* (2016) 22% 23% 26% 27% Jan–Mar Apr–Jun Jul–Sep Oct–Dec Departure & destination airports*** (2016) Regional spread of travel* (2014-2016) % share of nights High Medium Low 16 UK airports Copenhagen Billund Aarhus Aalborg Esbjerg Karup Odense 47,040 5 nights Average flight seats per week*** (2016) Average length of stay* (2016) **Visit friends and/or relatives. 11 % 4 % 1 % 15% 2 % 4 % 5 % 3 % 6 % 44 % 0 % 5 % Consumer website: visitbritain.com Corporate website: visitbritain.org Image library: visitbritainimages.com Trade website: trade.visitbritain.com Media centre: media.visitbritain.com @VisitBritainNDC LoveGreatBritain.dk @LoveGreatBritain_dk #LoveGreatBritain #OMGB VisitBritain Skarpögatan 6-8 11593 Stockholm Sweden Gary Robson VisitBritain Manager Nordics [email protected]24%
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√ Cultural attractions√ Ease of access√ Easy to get around√ Vibrant cities√ Somewhere English is spoken
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Key demographics* (2016)
Top three activities in the UK* (2011-2016)
Visitors' origin* (2013)
Market segments & attributes
Top influences in visiting Britain** (2016)
Travel companions** (2016)
Top motivations for choosing Britain for a holiday** (2016)
16-24 13%
0-15 5%
25-34 19%
45-54 21%
55-64 13%
65+ 6%
35-44 24%
Visits in 000s I% share of visits
High
Medium
Low
Visitor profile
DenmarkMarket snapshot
50%
14% 21%
Spouse/ Partner
12%On their own
With childrenunder 16 With friends
24%
With other adultfamily members
of Danish visitors were repeat visitors in 2015*84%
Shopping Going to the pub
Visitingparks/gardens
Price comparisonwebsites
2
Region Nordjylland30 | 6%
Region Syddanmark72 | 14% Region Sjælland
69 | 14%
Region Hovedstaden261 | 51%
Region Midtjylland78 | 15%
Other / unknown185
Sour
ces:
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in).
Holiday booking habits** (2016)
10%82%
Online By phone
Applicable to people who visited Britain and booked their transport to Britain and accommodation together.
Curious explorersMainly 50+, singles, couples and empty nesters that have time and are flexible travellers. Mature and open-minded with high interest in culture, arts and history. Enjoy variety of holidays from seaside, lakes & mountains to spa & wellness to city breaks and themed group travel.
Active buzz-seekersPrimarily 18-39 age group, dominance of singles, pre-family couples and young professionals. Youthful and adventurous mind set. Active, enjoy travelling and exploring foreign cultures.
of Danish visitors were “likely” or “extremely likely” to recommend Britain in 2015*