Market and Trade Profile: Denmark Denmark
Market and Trade Profile Denmark
Market and
Trade Profile: Denmark
Denmark
Market and Trade Profile Denmark
• Chapter 1: Inbound market statistics provides insights on key statistics about
Danish travellers and who they are. It takes a look at Britain and its competitive
set as well as activities of Danish visitors in the UK.
• Chapter 2: Understanding the market takes a close look at Danish consumer
trends, booking, planning and further travel behaviour of this source market.
Perceptions of Britain held by Danes are also highlighted.
• Chapter 3: Access and travel trade shows how Danes travel to the UK, how to
best cater for their needs and wants during their stay and gives insights into the
Danish travel trade. Further ways of working with VisitBritain and other useful
research resources are pointed out.
2
Overview
Market and Trade Profile Denmark
Contents
Chapter 1:
Inbound market statistics
1.1 Key statistics 6
1.2 Visitor demographics 17
1.3 Britain & competitors 21
1.4 Inbound activities 23
Chapter 2:
Understanding the market
2.1 Structural drivers 30
2.2 Consumer trends 34
2.3 Booking and planning 38
2.4 Reaching the consumer 41
Chapter 3:
Access and travel trade
3.1 Access 49
3.2 Travel Trade 53
3.3 Caring for the consumer 57
3.4 Working with VisitBritain 60
3.5 Useful research resources 61
3
Market and Trade Profile Denmark
Inbound market
statistics
Chapter 1:
4
Market and Trade Profile Denmark
Chapter summary
• The Danish outbound market is forecasted to account for
more than 11 million trips abroad with at least one overnight
stay by 2020. The UK was the 5th most popular destination
for such trips in 2016.
• Danes rank globally in 30th place for international tourism
expenditure with US$9.2bn.
• Denmark was the 15th largest inbound source market for the
UK for volume and 17th most valuable in 2016.
• The Danish source market has a good seasonal spread with
Q4 (Oct-Dec) and Q2 (Apr-Jun) the strongest quarters for
visits to the UK.
• 92% of departing Danish visitors are either ‘Very’ or
‘Extremely’ likely to recommend Britain for a holiday or short
break.
5
Chapter 1: Inbound market statistics
Source: International Passenger Survey by ONS, Oxford Economics, UNWTO, CAA 2016 based on leisure visitors
2016:£368m
spend in UK
Market and Trade Profile Denmark
Key insights• Denmark is Britain’s 15th largest source market in terms of
visits and 17th most valuable for visitor spending (2016).
• 42% of spending came from holiday trips and 27% from
business visits in 2016.
• Holiday visits continue to lead in volume. Business visits
from Denmark set a new record in 2016 with 197,000 visits
for this journey purpose.
• London is the leading destination for a trip to Britain but the
South East and Scotland are also popular (based on
average nights spent in the UK in 2014-2016).
• The most popular activities undertaken by Danish travellers
in Britain include dining in restaurants, shopping and going
to the pub, visiting parks and gardens and visiting
museums and art galleries.
6
Chapter 1.1: Key statistics
Source: International Passenger Survey by ONS, Oxford Economics overnight trips
The UK was the5th most popular
destination for Danish outbound
travel (2016)
Market and Trade Profile Denmark
1.1 Key statistics: global context and 10 year trend
7
Source: International Passenger Survey by ONS, UNWTO, Oxford Economics
Measure 2016
International tourism
expenditure (US$bn)9.2
Global rank for
international tourism
expenditure
30
Number of outbound
overnight visits (m)10.0
Most visited destination Germany
Global context Inbound travel to the UK overview
Measure Visits
(000s)
Nights
(000s)
Spend
(£m)
10 year trend
2007 561 2,626 238
2008 560 2,602 236
2009 614 2,894 300
2010 550 2,883 245
2011 614 2,832 287
2012 636 2,830 303
2013 696 3,111 436
2014 662 2,646 295
2015 756 3,507 356
2016 730 3,689 368
Share of UK total
in 20161.9% 1.3% 1.6%
Market and Trade Profile Denmark
1.1 Key statistics – volume and value
8
Source: International Passenger Survey by ONS
Measure 2016 Change
vs. 2015
Rank out of
UK top
markets
Visits (000s) 730 -3% 15
Nights (000s) 3,689 5% 16
Spend (£m) 368 4% 17
Inbound volume and value Nights per visit, spend
Averages by
journey purpose
in 2016
Nights
per
visit
Spend
per
night
Spend
per
visit
Holiday 4 £115 £511
Business 2 £203 £499
Visiting Friends/
Relatives6 £53 £340
All visits 5 £100 £505
Market and Trade Profile Denmark
1.1 Key statistics: journey purpose
9
Journey purpose 2016
Source: International Passenger Survey by ONS; repeat / first time visitors question asked in 2015
• Holidays continue to lead in terms of volume of visits
and in visitor spending. In 2016, 42% of spending
came courtesy of holiday visitors, 27% from business
visits and 15% from visits to friends and/or relatives.
• Business visits from Denmark set a new record for
volume in 2016 with 197,000 visits. Spend by
business visitors was £98m, the third highest year
and not far off the peaks in 2012 and 2013.
• 92% of Danish residents coming to the UK (excl.
expats) for business visits had been to the UK before
as had 90% of those coming to visit friends or
relatives who live in the UK.
42%
27%23%
2%7%
37%
24%
31%
1%6%
0%
10%
20%
30%
40%
50%
60%
Holiday Business VFR Study Misc.
Sh
are
of
vis
its
Journey purpose trend (visits 000s)
• In 2016, 42% of all visits to the UK from Denmark
were made for holiday purposes, followed by 27%
of business visits.
• 78% of holiday visits from Denmark to the UK in
2015 (excl. UK nationals) were made by repeat
visitors. These repeat visitors came on average
between three and four times in the past ten years
(a high visit frequency) and spent £1,888 in the UK
in total whilst the average European holiday repeat
visitor spent £1,626 in the same time frame.
306
197
165
13
49
0
50
100
150
200
250
300
350
400
Holiday Business VFR Study Misc.Denmark All markets
Market and Trade Profile Denmark
23%
26%24%
27%
20%
27%28%
25%
0%
5%
10%
15%
20%
25%
30%
Jan-Mar Apr-Jun Jul-Sep Oct-Dec
Sh
are
of
vis
its
1.1 Key statistics: seasonality
10
Seasonality 2016
Denmark All markets
Source: International Passenger Survey by ONS
• In 2016, 27% of visits from Denmark to the UK were
made in the last quarter, closely followed by 26%
between April and June. The summer quarter, which is
high season for many other markets, saw a below
average share of Danish visits with 24%. 23% of visits
from Denmark were made in the first quarter.
• Looking at the seasonality trend over time, there have
been fluctuations in visits over the years but the second
and last quarters seem to have followed a similar
pattern for volume of visits. The volume of visits in the
summer quarter, which had peaked in 2015, has fallen
back behind the latter quarters in 2016.
Seasonality trend (visits 000s)
165
193 173
200
0
50
100
150
200
250
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Jan - Mar Apr - Jun Jul - Sep Oct - Dec
Market and Trade Profile Denmark
1.1 Key statistics: length of stay and accommodation
11
Source: International Passenger Survey by ONS
Accommodation stayed in, 2016
(nights, % share)
• Short trips of 1-3 nights and 4-7 nights are the most
popular duration of stay amongst Danes visiting the
UK.
• Two forms of accommodation dominate the picture
with 42% of Danish visitor nights spent in UK at a
‘hotel/guest house’ and a third spent staying for free
with relatives or friends. Hostel/university/school
accommodation accounted for 13% of Danish visitor
nights in 2016.
Duration of stay trend (visits 000s)
2%
33%
13%
42%
1% 6%3%
Bed & Breakfast Free guest with relatives or friends
Holiday village/Centre Hostel/university/school
Hotel/guest house Other
Own home Paying guest family or friends house
Camping/caravan Rented house/flat
34
352
274
50
20 0
100
200
300
400
Nil nights 1-3 nights 4-7 nights
8-14 nights 15+ nights
Market and Trade Profile Denmark
1.1 Key statistics: regional spread
Region Nights stayed
(000)
Visits (000)
Total 3,281 716
Scotland (SC) 370 66
Wales (WA) 51 12
Northern Ireland (NI) 8 2
London (LDN) 1,430 392
North East (NE) 120 13
North West (NW) 137 42
Yorkshire (YO) 92 17
West Midlands (WM) 170 26
East Midlands (EM) 47 13
East of England (EoE) 207 46
South West (SW) 167 33
South East (SE) 476 73
Nil nights (Nil) N/A 36
12
Nights (% share,
2014-2016)
Source: International Passenger Survey by ONS
Visits to the UK in (2014-2016 average)
Market and Trade Profile Denmark
1.1 Key statistics: regional spread and top towns and cities
13
Source: International Passenger Survey by ONS, VisitBritain/IPSOS 2016, base: visitors
Town Visits (000s, 2012-2016 average)
London 376
Edinburgh 38
Manchester 20
Liverpool 14
Aberdeen 11
Top towns and cities visited • London is the leading destination for a trip to Britain,
accounting for 44% of visitor nights, but South East
and Scotland are also popular based on the average
nights spent in the UK in 2014-2016.
• Danes have a below average propensity to visit rural
and coastal areas of Britain.
• Most of Danish visits (94%) were organised
independently in 2016. 6% of visits from Denmark
were bought as part of a package or an all-inclusive
tour which is less than the all-market average (please
note ONS definition of package holiday on page 16).
• Danish visitors tend to be comfortable with using
public transport with an above-average proportion
using public transport during their stay in the UK.
• The majority of Danish visitors buy their transport
tickets, whether for transport within London or train
tickets, after arriving in Britain rather than booking in
advance. Around one in three Danish visitors buy
airport transfers before their trip and around one in
three during their visit. Hardly any Danish visitors buy
tickets to domestic flights within the UK.
Regional spread (2014-2016)
11%
2%
44% 43%
0%
8%3%
40%
48%
1%
0%
10%
20%
30%
40%
50%
60%
Scotland Wales London Rest OfEngland
NorthernIreland
Sh
are
of
nig
hts
Denmark All markets
Market and Trade Profile Denmark
1.1 Key statistics: visits to coast, countryside and villages
14
Source: International Passenger Survey by ONS 2016
13%
10%
18%
14%
17%
13%
7%
8%
12%
13%
9%
5%
0% 5% 10% 15% 20%
All journey purposes: Went to countryside or villages
All journey purposes: Went to the coast or beaches
Holiday: Went to countryside or villages
Holiday: Went to the coast or beaches
VFR: Went to countryside or villages
VFR: Went to the coast or beaches
Denmark All markets
Propensity to visit coast, countryside and villages
Market and Trade Profile Denmark
1.1 Key statistics: use of internal modes of transport
15
Source: International Passenger Survey by ONS, 2013
Propensity to use internal modes of transport
2%
53%
28%
32%
8%
4%
8%
15%
2%
1%
57%
40%
33%
9%
4%
9%
5%
2%
0% 10% 20% 30% 40% 50% 60%
Domestic flight
Bus, Tube, Tram or Metro Train(within town/city)
Train (outside town/city)
Taxi
Public bus/coach (outsidetown/city)
Private coach/minibus (forgroup only)
Hired self-drive car/vehicle
Car/vehicle you/group broughtto the UK
Ferry/boat
Denmark All markets
Market and Trade Profile Denmark
1.1 Key statistics: purchase of transport and package tours
16
Source: International Passenger Survey by ONS, VisitBritain/IPSOS 2016, base: visitors
Transport services purchased before or
during trip (%) Proportion of visits that are bought as part
of a package or all-inclusive tour (2016)
9%
6%
14%
6%
0%
2%
4%
6%
8%
10%
12%
14%
16%
Holiday All journey purposes
Denmark All markets
17%
50%
12%
20%
30%32%
6%
12%
6%
2%
26%
52%
27%
31%36%
29%
24% 25%27%
15%
0%
10%
20%
30%
40%
50%
60%
Pre During Pre During Pre During Pre During Pre During
Transportwithin
London
Train travel Airporttransfer
Coach travel Car hire
Denmark All marketsTo be defined as a package, a trip must be sold at an inclusive price covering both fares to and
from the UK and the cost of at least some accommodation. While some respondents may not know
the separate costs of their fares and their hotel because they bought several air tickets and several
sets of hotel accommodation from their travel agent, the ONS definition of a package is that the
costs cannot be separated.
Market and Trade Profile Denmark
Visitor characteristics
• Danish business visitors are about three times
as likely to be male than female.
• Most visits from Danish residents to the UK
were made by Danish nationals (84%), 7% by
British nationals.
• Almost four-in-five Danish holiday visitors (excl.
UK nationals) are making a repeat visit to
Britain.
• 92% of departing Danish travellers are either
‘Very’ or ‘Extremely’ likely to recommend Britain
for a holiday or short-break.
• 87% of departing Danes felt ‘Very’ or
‘Extremely’ welcome in Britain.
17
1.2 Visitor demographics
Source: International Passenger Survey by ONS, CAA 2016 based on leisure visitors
92%‘Very’ or
‘Extremely’ likelyto recommend Britain
(2016)
Market and Trade Profile Denmark
1.2 Visitor demographics: gender and age groups
18
Source: International Passenger Survey by ONS
Visitor demographics:
gender ratio of visits from Denmark:
49% female, 51% male
Age group trend
26%
56%63%
40%
20%
51% 56%42%
0%
20%
40%
60%
80%
100%
Business Holiday VFR Misc.
Female (% share of visits by journey purpose)
Denmark All markets
74%
44%37%
60%
80%
49% 44%56%
0%
20%
40%
60%
80%
100%
Business Holiday VFR Misc.
Male (share of visits by journey purpose)
Denmark All markets
35
98
136
173
155
94
41
0
20
40
60
80
100
120
140
160
180
200
2002 2005 2008 2011 2014
Vis
its (
000s)
0 -15 16-24 25-34
35-44 45-54 55-64
65+ Not Known
Market and Trade Profile Denmark
High
Medium
Low
Visits in 000s | % share of visits
19
1.2 Visitor demographics: origin
Source: International Passenger Survey by ONS, CIA World Factbook 2017
Visits to the UK in (000) 2013
• The largest proportion of Danish visitors to
Britain reside in the region Hovedstaden
which includes Copenhagen.
• The areas in Denmark with the most
inhabitants are coastal areas, particularly
in Copenhagen and the Eastern parts of
Denmark’s mainland. This explains the
smaller share of visitors sourced from
other areas.
Market and Trade Profile Denmark
1.2 Visitor demographics: welcome and recommending Britain
20
Source: CAA 2016; asked to leisure visitors
Feeling of ‘welcome’ in Britain Likelihood to recommend Britain
45%42%
13%
0% 0%
39%
49%
12%
0% 0%0%
10%
20%
30%
40%
50%
60%
Extremelywelcome
Verywelcome
Quitewelcome
Not verywelcome
Not at allwelcome
Denmark All markets
49%
43%
7%
2%0%
45% 45%
9%
1% 0%0%
10%
20%
30%
40%
50%
60%
Extremelylikely
Very likely Quite likely Not verylikely
Not at alllikely
Denmark All markets
Market and Trade Profile Denmark
Market size, share and growth potential
• Britain was the 5th most visited destination by
Danish travellers in 2016, behind Sweden,
Germany, Spain and Italy, and ahead of France.
• Forecasts suggest there is the potential for
more than 40% growth in the number of Danish
outbound overnight trips by 2025. The number
of visits to Britain is also forecasted to grow by
a third over the next decade.
• Sweden held a third of the share of Danish
arrivals and remained the most travelled to
destination in 2016. Within the competitor set,
Italy and Germany have seen the strongest
growth in Danish market share since 2011.
• 53% of Danes took domestic summer holidays
in 2016.
21
1.3 Britain and competitors
Source: Oxford Economics (outbound overnight trips), VisitBritain/IPSOS 2016, Jyllands Posten 1 June 2016
Britain ranks 5th
for Danish outbounddestinations by volume
Market and Trade Profile Denmark
1.3 Britain and competitors
22
Source: Oxford Economics, outbound overnight visits
Britain’s market share of Danish visits
among competitor set
Historic and potential Danish visits to
Britain (000s)
929
0
100
200
300
400
500
600
700
800
900
1,000
1%
5%
9%
10%
10%
7%
21%
37%
1%
5%
8%
9%
10%
11%
23%
33%
0% 10% 20% 30% 40%
Ireland
United States
Norway
France
United Kingdom
Italy
Germany
Sweden
2016 2011
Market and Trade Profile Denmark
Inbound Britain activities
• Shopping is one of the most popular
activities featuring in many Danish visits.
• Three out of four Danish visitors dine in a
restaurant and 44% visit a pub in Britain.
One in three like to socialise with locals.
• Half of holiday visits involve time in a
park or garden and more than one in four
of them include walks in the countryside.
• Built heritage sites, and especially
museums, are important attractions for
many visitors with 43% of Danish
holidays in Britain featuring a visit.
• More than 34,000 visits per annum
feature time watching football.
• 21% Danish holiday visits went to the
theatre, opera, musical or ballet while in
Britain in 2016, slightly above average.
23
1.4 Inbound activities
Source: International Passenger Survey by ONS, icons based on 2011 and 2016
Market and Trade Profile Denmark
1.4 Inbound activities
24
Source: International Passenger Survey by ONS 2016
Propensity to visit museums and
galleries
Propensity to visit built heritage sites
28%
48%
23%
26%
43%
24%
0% 20% 40% 60%
All journeypurposes
Holiday
VFR
Denmark All markets
28%
20%
48%
35%
23%
18%
25%
16%
43%
26%
18%
13%
0% 20% 40% 60%
All journey purposes: visitedcastles/historic houses
All journey purposes: visited religiousbuildings
Holiday: visited castles/historic houses
Holiday: visited religious buildings
VFR: visited castles/historic houses
VFR: visited religious buildings
Denmark All markets
Market and Trade Profile Denmark
1.4 Inbound activities
25
Source: International Passenger Survey by ONS 2011 and 2016
Propensity to attend the performing arts Number who watched live football during
their trip (000s)
14%
8%
9%
21%
8%
12%
0% 10% 20% 30%
Holiday: Went to thetheatre/musical/opera/ballet
VFR: Went to thetheatre/musical/opera/ballet
All journey purposes: Went to thetheatre/musical/opera/ballet
Denmark All markets
21.9
1.8
3.9
6.8
0 5 10 15 20 25
Football
Holiday Business VFR Misc.
Market and Trade Profile Denmark
1.4 Inbound activities
26
Source: International Passenger Survey by ONS 2007, 2010 and 2016
Propensity to go for a walk Propensity to visit a park or garden
20%
8%
28%
11%
5%
1%
26%
11%
18%
6%
22%
8%
6%
1%
26%
9%
0% 20% 40%
All journey purposes: Walking in thecountryside
All journey purposes: Walking along the coast
VFR: Walking in the countryside
VFR: Walking along the coast
Business: Walking in the countryside
Business: Walking along the coast
Holiday: Walking in the countryside
Holiday: Walking along the coast
Denmark All markets
32%
50%
32%
30%
50%
26%
0% 20% 40% 60%
All journeypurposes: Visitingparks or gardens
Holiday: Visitingparks or gardens
VFR: Visitingparks or gardens
Denmark All markets
Market and Trade Profile Denmark
1.4 Inbound activities
27
Source: International Passenger Survey by ONS 2007, 2008, 2011 and 2013
Propensity to go to restaurants, pubs,
night clubs and socialise with locals
Propensity to purchase selected items
(%)
41%
10%
9%
12%
13%
9%
24%
5%
3%
3%
16%
38%
45%
12%
7%
16%
10%
8%
17%
5%
3%
4%
13%
36%
0% 20% 40% 60%
Clothes or Shoes
Personal accessories e.g. jewellery
Bags, purses etc
Cosmetics or toiletries e.g. perfume
Books or stationery
Games, toys or gifts for children
Food or drink
CDs, DVDs, computer games etc
Electrical or electronic items e.g. camera
Items for your home e.g. furnishing
Other holiday souvenir (not mentioned…
None of these
Denmark All markets
45%
34%
61%
12%
31%
15%
49%
50%
36%
70%
14%
53%
50%
62%
44%
32%
74%
9%
37%
22%
66%
51%
31%
87%
10%
42%
44%
59%
0% 50% 100%
All journey purposes: went to pub
All journey purposes: socialising with the locals
All journey purposes: dining in restaurants
All journey purposes: went to bars or night clubs
Business: went to pub
Business: socialising with the locals
Business: dining in restaurants
Holiday: went to pub
Holiday: socialising with the locals
Holiday: dining in restaurants
Holiday: went to bars or night clubs
VFR: went to pub
VFR: socialising with the locals
VFR: dining in restaurants
Denmark All markets
Market and Trade Profile Denmark
Understanding
the market
Chapter 2:
28
Market and Trade Profile Denmark
Chapter summary
• Denmark has a population of about 6 million.
• Whilst 16% of Danes did not take overnight trips away from home
in 2015, it is very common for the majority to go on more than one
such trip, indicating that travel is important to them.
• About two in five Danish holiday visitors tend to start thinking about
their trip to Britain as early as half a year in advance or more.
• 39% of holiday bookings to Britain were made within two months of
arrival and 40% booked between three to six months prior to
arrival.
• Friends, family and colleagues are by far the most important
influence on the holiday destination choice.
29
2.Understanding the market
Source: Oxford Economcis, VisitBritain/IPSOS 2016, Flash Eurobarometer 432 by EC 2016
Cultural attractions
Biggest draw for Danish holiday
visitors for choosing Britain
Market and Trade Profile Denmark
Demographics & society• Population of about 6 million.
• Denmark is a parliamentary constitutional monarchy.
• There are 5 regions: Sjaelland, Hovedstaden, Midtjylland, Syddanmark
and Nordjylland.
• The areas in Denmark with the most inhabitants are coastal areas,
particularly in Copenhagen and the Eastern parts of Denmark‘s
mainland. This explains the smaller share of visitors sourced from other
areas.
• The official language is Danish along with Faroese, Greenlandic (an
Inuit dialect) and German (small minority). English is taught as a second
language. Danes often have a good command of English and expect
and usually enjoy speaking English when in Britain.
• Danish employees are usually entitled to 25 days of annual leave and
there are 9 public holidays per year.
30
2.1 Structural drivers
Source: Oxford Economics, CIA World Factbook 2017
5.7mDanish
population
Market and Trade Profile Denmark
2.1 Structural drivers: population and economic indicators
31
Source: Oxford Economics, CIA World Factbook 2017
Measure 2016
estimate
Total population 5,721,000
Median age 42
Average annual rate of population
change in 2015 - 20200.4%
Population dynamics
Indicator
(annual growth rate)
2016 2017 2018
Real GDP 1.7% 2.3% 1.9%
Consumer spending 2.1% 2.3% 2.1%
Unemployment rate 4.2% 4.4% 4.4%
Average earnings 0.7% 4.7% 3.3%
Consumer prices 0.3% 1.3% 1.8%
Economic indicators
Market and Trade Profile Denmark
2.1 Structural drivers: general market overview
32
Source: Bank of England, Oxford Economics, CIA World Factbook 2017
Key demographic and economic data
Measure (2016 data) Denmark Eurozone
Population (m) 5.7 336.8
GDP per capita PPP (US$) 43,712 38,187
Annual average GDP growth
over past decade (%)0.5 0.6
Annual average GDP growth
in 2017 (%)2.3 2.3
General market conditions
• Denmark was Britain’s 15th largest source market in
terms of visits and 17th most valuable for visitor
spending in 2016.
• The Danish economy is expected to have grown
slightly slower than expected in the second half of
2017 but still posts the strongest results in more than
a decade. Consumer confidence continues to be
above the long-term average. Real GDP is forecasted
to grow by 1.9% in 2018. (Oxford Economics)
• The country has a population of about 6 million with a
median age of 42.
• Most people in Denmark are well-educated and enjoy
a very high standard of living with real GDP per capita
in purchasing power parity terms of more than
US$43,700, above the Eurozone average and
forecasted to increase in the years to come.
• Exchange rate: comparing November 2015, when
GBP was very strong vs. DKK, and November 2017,
the cost of GBP was 21% more affordable for Danish
visitors to the UK.
Market and Trade Profile Denmark
2.1 Structural drivers: exchange rate trends
33
Source. Bank of England
Exchange rate trends (cost of GBP in DKK)
8.00
8.50
9.00
9.50
10.00
10.50
11.00
11.50
12.00
12.50
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Please find the most up-to-date exchange rate trend based on monthly averages at visitbritain.org/visitor-economy-facts.
Market and Trade Profile Denmark
• 53% of Danes took domestic summer holidays in 2016.
• The majority of Danes book their holidays online and
are familiar with e-commerce, especially the younger
age groups.
• Danish travellers are very individualist and only 5% of
Danes prefer to travel in groups. 52% prefer “urban
trips” when finding a travel destination.
• Danes tend to be conservative and habitual when it
comes to choosing holiday destinations. Many prefer to
return to destinations they feel they know. This is
particularly true for families with children.
• The sharing economy is a growing trend in Denmark, in
line with other European markets, and the Danes are
familiar with companies like AirBnB and Uber.
34
2.2 Consumer trends
Source: Jyllands-Posten 1 June 2016, Jyllands-Posten 28 December 2016, Jyllands-Posten 26 May 2015, Travellink 2016, Danmarks Radio 3 August 2017
No. 1London is the most
popular city destination among Danes
(2016)
Market and Trade Profile Denmark
Travel trends
• Danes have increased their spending on summer
holidays with an average of £1,775 being spent on
them.
• 48% of Danes have holidayed alone, and Danes are
generally very independent travellers.
• Direct flights are a priority for Danes when looking for
and booking a holiday.
• 39% of Danes want to take an ”city break” holiday,
London is the most popular city travel destination for
Danes.
• Danes are most likely to make the booking for their
summer holidays in January and February.
• Searches for short holidays of less than 5 days have
increased greatly as a result of cheap flights. UK is one
of the top destinations for shorter breaks.
• Danes put importance on “flexibility” of travel dates.
• Danes have an increasing tendency to look for
“adventure” compared to a decade ago.
2.2 Consumer trends: overall travel trends
35
Source: Primera Travel Group, Momondo, Thomas Cook, Aarhus Airport, Greens Analyseinstitut,
Nordea
• In 2016, 50% of Danes who travelled to Britain travelled
with their spouse/partner, 24% with other adult family
members, 21% with friends, 12% on their own and 14%
with children under 16.
• Traditional charter holidays are in decline in the Danish
source market with most Danes now organising their
trips independently.
Market and Trade Profile Denmark
2.2 Consumer trends: motivation and attitudes to holidays
36
Source: Flash Eurobarometer 432 by EC 2016: During 2015, how many times did you travel for professional or personal reasons where you were away from home for a minimum of one night?, Danmarks
Radio 3 August 2017
Number of overnight trips away from home
for all journey purposes (%)
16%17%
13% 13%
17%
14%
9%
0%0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
None 1 2 3 4-5 6-10 10+ DK
• Whilst 16% of Danes did not take overnight trips away from
home, it is very common for the majority to go on more than
one such trip.
Motivation and attitudes to holidays
• The majority of Danes said that they were unlikely to
amend their holiday plans due to the economic situation
(74%) and only 10% said that they go on holidays in
2016 but were likely to spend less (Flash
Eurobarometer 432 by EC). This shows a much lower
impact than the European average.
• The use of the sharing economy is a growing trend in
Denmark in line with other European markets. The
Danes are familiar with companies like AirBnB and Uber
and price is the main reason to choose these services.
Uber has, however, been banned in Denmark which
could impact the readiness to use the company‘s
services abroad.
Market and Trade Profile Denmark
2.2 Consumer trends: reasons for holidays
Main reasons for going
on holiday (%)
37
Reasons to return to the same destination
for a holiday
• Asked for reasons which would make them come back, 45% of
Danes value natural features and about two in five stated cultural
and historical attractions, followed by the quality of the
accommodation and the activities/services available.
• Amongst the main reasons for going on a holiday for
Danish travellers are: sun/beach, visiting
family/friends/relatives, nature and culture followed by
city trips.
39%
13%
27%
12%
31%
26%
38%
9%
36%
7%
25%
12%
33%
33%
33%
10%
0% 20% 40% 60%
Sun/beach
Wellness/Spa/health treatment
City trips
Sport-related activities
Nature
Culture
Visiting family/ friends / relatives
Specific events
Denmark EU28
32%
45%
24%
21%
20%
31%
6%
29%
45%
17%
21%
24%
39%
5%
0% 20% 40% 60%
The quality of the accommodation
The natural features
The general level of prices
How tourists are welcomed
The activities/services available
Cultural and historical attractions
Accessible facilities
Denmark EU28
Source: Flash Eurobarometer 432 by EC 2016: What were your main reasons for going on holiday in 2015? Firstly? And then? and Which of the following would make you go back to the same
place for a holiday? Firstly? And then?
Market and Trade Profile Denmark
• A large proportion of Danish holiday visitors tend
to start thinking about their trip early with 37%
doing this as early as half a year or more in
advance.
• 40% of bookings were made in the three to six
month window before the arrival to Britain; 39%
of Danish bookings happened within three
months of the trip.
• Danes tend to book their trip further in advance
than many other visitors. Compared to the all-
market average, 10% fewer make their booking
within two months of arrival in Britain.
• Most bookings to Britain were made online;
however, when travel and accommodation are
booked together, about one in ten visitors made
the booking over the phone and only 4% face-to-
face.
38
2.3 Booking and planning
Source: VisitBritain/IPSOS 2016
Over halfof Danish visitors booked their trip at least 3 months
before their arrival in Britain
Market and Trade Profile Denmark
2.3 Booking and planning: booking channels and ticket sales
39
Source: VisitBritain/IPSOS 2016, base: visitors (online survey)
How trips to Britain were booked Propensity to make a purchase before or
during trip
22%
14%
6%
3%
6%
11%
5% 4%
16%
42%
30%
23% 24%
11%
28%
22%
28%
19%
31%
41%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Pre During Pre During Pre During Pre During Pre During
Theatre /Musical /
Concert tickets
Sporting eventtickets
Guidedsightseeing
tours in London
Guidedsightseeing
tours outside ofLondon
Tickets / passesfor other tourist
attractions
Denmark All markets
• Danish visitors tend to be very comfortable with booking
their trips to Britain online. Almost all Danes booked their
travel (i.e. transport to Britain) on the Internet.
• Only 4% of bookings were made face to face when they
booked a holiday package (i.e. travel and accommodation
combined). This compares to the global average of 26%.
• Prior to trip: Danes are less likely to buy any of the above
items before their trip than the all-market average.
Theatre/musical or concert tickets are the most likely to be
bought in advance of the trip to Britain.
• During the trip: a similar picture is true after arrival in
Britain, with Danes less likely to buy the above products
than the average visitor. Tickets / passes for other tourist
attractions are by some distance the mostly likely to be
purchased here.
92%
75%82%
2%
2%4%
4%
2%
11%16%
3%6%
4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Travel Accommodation Holiday(travel and
accommodation)
Don’t know
Did not book – stayed with friends / relatives
By phone
Face to face
Online
Market and Trade Profile Denmark
2.3 Booking and planning: lead-times
40
Source: VisitBritain/IPSOS 2016, base: visitors
Decision lead-time for visiting
Britain
• Almost two in five Danish visitors start thinking early
about their trip to Britain, i.e. half a year or more in
advance of their journey; about one in three did this
three to six months in advance.
• 69% made their decision to travel to Britain at least three
months prior to the actual journey.
• About two in five Danish visitors looked at options and
prices between three and six months ahead of the trip
and 40% also made the booking in the same time
frame. One in four were more spontaneous and looked
at options between one and two months before the trip
and 6% within one month.
• Many Danes book their trip earlier than the average
visitor; compared to the all-market average, 10% fewer
make their booking to Britain within two months of
arrival.
• Most of the Danish visitors who booked travel separately
booked their transport directly with the service provider
(77%). 59% of those who booked accommodation
separately purchased it directly from the
accommodation provider and 34% from a travel
agent/tour operator or travel comparison website.
37%
34%
19%
6%5%
34% 34%
20%
5%7%
21%
41%
25%
6%8%
13%
40%
30%
9% 9%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
6+ monthsbefore trip
3-6 monthsbefore
1-2 monthsbefore
Less than 1month before
Don't know
% starting to think about trip at each stage
% deciding on the destination at each stage
% looking at options/prices at each stage
% booking the trip at each stage
Market and Trade Profile Denmark
• The most influential information source for Danes
when making a holiday destination choice is, by
far, friends, family and colleagues followed by
price comparison websites and information from
search engines. Travel agent or tour operator
websites and talking to friends and family on
social networks also feature among some of the
most important influences on where to go for a
holiday.
• Whilst online sources are popular for researching
and making a destination choice, about one in
five Danes state that they also consult a travel
guidebook, travel features and special deals in
magazines, newspapers or on TV.
• About 80% of Danes watch an average of 2
hours of TV per day (below the European
average) and 92% of Danes tune in to the radio.
41
2.4 Reaching the consumer and perceptions of Britain
Sources: VisitBritain/IPSOS 2016 (adjusted data), DR Medieforskning
Cultural attractions
Biggest draw for Danish holiday visitors for choosing Britain
Market and Trade Profile Denmark
Broadcast media• Public service television Danmarks Radio broadcasts
through 6 main channels: DR1, DR2 (Documentary),
DR3 (Young Adult), DRK (Culture), DRUltra (Teens) and
DRRamasjang (Children), which make up about 36% of
the Danish television market.
• Main commercial TV channels: TV2 (37% market share
in 2016), MTG (10%), Discovery Networks (10%).
• About 80% of all Danes watch television daily (average of
2.5 hours). Compared to other European countries,
Danes spend less time watching traditional television.
• Danmarks Radio is the dominant player with 75% share
of the radio audience market. 3 national channels: P1/P2
(news, culture and public affairs), P3 (Youth) and P4
(Pop Music + regional target 40+) along with many DAB
digital niche stations; New public channel Radio24syv
(talk radio); Local commercial radio: Bauer Media +
Jysk/Fynske Medier.
• On average, 92% of the population tune in to the radio –
whilst this proportion has been stable, the average time
spent listening has declined to a daily average of 2 hours
in 2016. Potential reasons are music streaming services
such as Spotify and digital consumption (Podcast format).
2.4 Reaching the consumer: broadcast media, radio and papers
Sources: DR Medieforskning, TNS Gallup, Danmarks Statistik
Radio
Newspapers• 46% of adults in Denmark read at least one newspaper a
day, a number in steep decline with only 17% of people
under 30 reading print.
• There are about 120 printed papers in Denmark, almost
all with an online edition. Roughly 80 are published only
once or twice a week with a low circulation.
• The biggest dailies are Politiken (Biggest newspaper in
Denmark), Jyllands-Posten, Børsen & Berlingske
Tidende. The tabloids: EkstraBladet and BT. Both
published daily with focus on entertainment, sports,
culture and opinion pieces.
• Regional and local subscription morning papers:
published at least 3x/week with the biggest being
JydskeVestkysten, Sjællandsgruppen and
SjællandskeMedier.
• Low frequency papers published 1x or 2x/week include
local papers in the metropolitan areas and small regional
and local papers.
• Freely distributed newspapers: around 100, distributed
often on weekly basis, the biggest is MX distributed
5x/week. (Now part of BT as BTMX).
• Many of the newspapers have travel sections e.g.
Politiken publishes a travel section every Saturday.
Market and Trade Profile Denmark
Magazines• Many Danish magazines are beginning to transform from
paper based to digital with applications such as Flipp,
Pling and Wype providing a digital subscription model to
read magazines and periodicals on digital devices.
• Aller is the largest conglomerate of magazines with a
71% market share on weekly magazines and a 22%
share on monthly editions. 2.6 million Danes read an
Aller magazine once a month. Other big players are
Egmont and Benjamin.
• Vagabond is currently the only dedicated travel-only
magazine in Denmark, although many lifestyle
magazines have travel sections.
• Many unions still print magazines for their members, and
there is no data available for the amount of niche
magazines.
Online media• The Internet is now seen as the most important information
source for Danes ahead of TV, daily newspapers and radio.
• Social Media: 64% of Danes use Facebook daily, with the
numbers increasing as well for Snapchat (19%), Instagram
(17%) and Twitter (5%) amongst others.
• Mobile Internet: Since 2011, the split between people using
their PC and mobile for internet usage has changed
dramatically. From a 72%:20% PC:mobile split, now 65% of
Danes use a PC and 64% use a mobile phone for Internet
browsing.
• Streaming gaining steam: In 2016, 2 out of 5 Danes
streamed entertainment weekly. The young especially
prefer Youtube over traditional TV with 80% of 15-29 year
olds watching the service every day (65% for streaming and
52% for traditional TV).
• Social Media becoming a news source: 56% of 12-29 year
old gets their news from Facebook, ranking it ahead of
radio, web and newspapers.
2.4 Reaching the consumer: magazines and online media
Sources: Aller, Bladkiosken.dk, DR Medieforskning
Market and Trade Profile Denmark
19%
20%
23%
25%
29%
29%
30%
39%
44%
5%
6%
10%
12%
17%
49%
18%
24%
35%
0% 20% 40% 60%
Share my own advice or recommendations about visitingwhere I am
Ask for advice on where to go or what to do
To help you plan / decide where to go or what to see orwhat to do
To let people know where I am at a given moment (e.g.checking in on Facebook)
Share with others where you are / what you are doingwhile on holiday
I have not used social media at all on this type of holiday
Look for recommendations for places to eat or drink
To post / upload photos of my holiday
To keep in touch with people at home
Denmark All markets
2.4 Reaching the consumer: social media on holiday
44
Source: VisitBritain/IPSOS 2016, base: all respondents: Have you used social media in any of the following
ways whilst on your last holiday to Britain (visitors) /on your last holiday to a foreign destination (considerers)?
Use of social media on holiday • The social media channels most used in the Danish
market are Facebook, Youtube, Google+, Instagram,
Snapchat and Twitter.
• Almost half of Danes have not used social media at all
on holidays abroad, which is the highest proportion of
all 20 countries included in the survey. More than one
in three like to keep in touch with people at home.
• 50% like to stay connected whilst they are on holiday
and 51% regard a smartphone as essential whilst they
are on holidays, both below the all market average.
• Although 63% of Danish travellers love to take photos
when they are on holiday, this is a lower proportion
than in many other markets, similar to the other
Nordics.
• 57% of Danish travellers have shared holiday photos
online or would like to do so and 29% have shared
holiday video content or would like to do so (lowest
proportion out of all markets). 47% of Danes have
used location technology to find places to visit and a
22% are interested in using it. Only 8% enjoy writing
reviews on social media of places they have been to
on holiday and trust in reviews is lower (34%) than in
most markets.
Market and Trade Profile Denmark
6%
6%
9%
9%
11%
12%
12%
14%
14%
15%
15%
15%
16%
16%
17%
18%
18%
19%
19%
22%
25%
25%
26%
26%
30%
31%
33%
40%
0%
2%
2%
3%
3%
6%
10%
5%
4%
20%
9%
9%
10%
20%
11%
23%
14%
26%
7%
12%
40%
21%
32%
38%
26%
50%
48%
70%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Information in radio adverts
Travel programme on radio
Images / information on billboards / poster adverts
Seeing social media posts from celebrities talking about their holiday destinations
Images / information in TV adverts
Articles on an online encyclopaedia e.g. Wikipedia, Wikitravel
Images / information in adverts in a magazine or newspaper
Travel app
Images or videos from a photo/video sharing social network site
A special offer or price deal you saw advertised offline e.g. in a newspaper, magazine or on TV
Images / information in online adverts
Images or videos your friends or family have posted to social media
Direct advice from a travel agent/tour operator (face-to-face, over the phone)
A travel feature / article in a magazine or newspaper
An official tourist brochure for the country / city / region
An official tourist organisation website or social media site for the country or destination
Travel agent or tour operator brochure
A special offer or price deal you saw advertised online
Travel programme on TV
Travel blogs / forums
Travel agent or tour operator website
A travel guidebook
An accommodation provider/ hotel website
Talking to friends or family in your social network (e.g. via Facebook / Twitter)
Websites providing traveller reviews of destinations [e.g. TripAdvisor]
Looking at prices of holidays/flights on price comparison websites
Information from search engines [e.g. Google]
Talking to friends / relatives / colleagues
Denmark All markets
2.4 Reaching the consumer: influences
45
Source: VisitBritain/IPSOS 2016, base visitors & considerers. Which of the following sources influenced your choice of destination? (Market scores have been adjusted so that the sum of all influences
for each market is equivalent to the global total, to enable meaningful comparisons)
Influences on destination choice
Market and Trade Profile Denmark
Source: VisitBritain/IPSOS 2016, base: visitors (Market scores have been adjusted so that the sum of all
motivations for each market is equivalent to the global total, to enable meaningful comparisons)
8%
9%
10%
12%
12%
13%
13%
16%
16%
17%
18%
18%
18%
19%
19%
21%
22%
22%
22%
22%
22%
23%
25%
42%
7%
6%
7%
9%
2%
6%
14%
26%
7%
4%
15%
22%
23%
21%
13%
34%
24%
28%
33%
18%
33%
16%
8%
63%
0% 10% 20% 30% 40% 50% 60% 70%
Easy to visit with children
Visit a film/TV location
Watching sport
Cost of staying in the destination
The climate / weather
Wide range of holiday activities
Meeting locals
Easy to get plan/organise
Accommodation (variety & quality)
Security / safety
A good deal
Try local food and drink
Contemporary culture
A mix of old and new
A culture different from own
Ease of getting to the country
Visiting friends or relatives
Somewhere English-spoken
Easy to get around
Countryside/natural beauty
Vibrant cities
Wanted to go somewhere new
Wide variety of places to visit
Cultural attractions
Denmark All markets
2.4 Perceptions of Britain: motivations
46
Motivations for choosing Britain as a holiday destination
Market and Trade Profile Denmark
Access and travel
trade
Chapter 3:
47
Market and Trade Profile Denmark
• Access to Britain is easy. 96% of Danish visits arrive by plane.
• Airline seat capacity from Denmark has increased sharply over
the last few years leading up to 2016 and most flights come in via
the Copenhagen – London corridor.
• SAS and easyJet accounted for almost half of the annual seat
capacity between Denmark and Britain in 2016, closely followed
by Ryanair, and then British Airways and Norwegian Air
International.
• The travel industry in Denmark is made up of charter operators,
business travel and MICE operators, online operators and retail
travel agents. Copenhagen is the hub for most of them; some are
spread across the country, but distances are short.
• The planning cycle varies, so it is possible to do business in
Denmark throughout the year.
• Some operators are pan-Nordic as well, so it is possible to reach
the whole region via a single contact.
48
3. Access and travel trade
Source: Apex Rdc 2016
96%of visits to Britain from
Denmark came by plane in 2016
Market and Trade Profile Denmark
3.1 Access: key facts
• 96% of Danish visits to the UK were made by
plane. It is a short non-stop flight: usually
between just under 2hrs and 4 hrs flight time,
depending on where in the UK the flight goes
to.
• Annual seat capacity has increased sharply
over the last few years leading up to 2016.
• Most flights come in through the Copenhagen
– London corridor.
• SAS and easyJet accounted for almost half of
the annual seat capacity between Denmark
and Britain in 2016, closely followed by
Ryanair, and then British Airways and
Norwegian Air International.
• Danish visitors departing Britain by air pay
£13 in Air Passenger Duty.
• A very small proportion of Danish inbound
visits came to the UK via the Channel Tunnel
or across the sea in 2016.
49
Almost all Danish
visitors travel to the
UK by plane.
Source: International Passenger Survey by ONS, Apex RdC 2016, non-stop flights only
Measure 2016
Weekly aircraft departures 310
Weekly aircraft seat capacity 47,040
Airports with direct routes in Denmark 7
Airports with direct routes in Britain 16
Access to Britain
Market and Trade Profile Denmark
3.1 Access: mode of transport
50
Source: International Passenger Survey by ONS, Apex Rdc, non-stop flights only
Visits by mode of transport
704
21 5 0
100200300400500600700800
Vis
its (
000)
Air Sea Tunnel
96%
3% 1%
74%
14% 12%
0%
20%
40%
60%
80%
100%
120%
Air Sea Tunnel
Denmark All markets
Annual share by mode (2016)
Origin airport annual seat capacity
2,446,088
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
2006 2008 2010 2012 2014 2016
Dep
art
ing
seats
Market and Trade Profile Denmark
3.1 Access: capacity
51
Source: Apex Rdc 2016: non-stop flights only
Destination airport annual seat capacity
Origin airport annual seat capacity
*Other destination airports with less than 2% annual seat share grouped in other: Newcastle, Bristol, London City,
Humberside, Jersey, East Midlands, London Southend, Leeds/Bradford
**Other origin airports with less than 2% annual seat share grouped in other: Aalborg, Esbjerg, Karup, Odense -
Beldringe
88%
9%
2%
1%
Copenhagen Billund Aarhus Other**
28%
21%19%
9%
7%
6%
3%2%2%
London - Heathrow London - Gatwick
London - Luton Manchester International
London - Stansted Edinburgh
Birmingham International Aberdeen
Other*
Market and Trade Profile Denmark
3.1 Access: capacity
52
Source: Apex Rdc 2016: non-stop flights only
Airline seat capacity by carrier (2016)
26%
23%
20%
16%
13%
2% 1%
SAS easyJet
Ryanair British Airways
Norwegian Air International Norwegian
Other
Market and Trade Profile Denmark
• The key centre for travel trade is in Copenhagen; there are
some operators scattered across the country but distances
are short. Copenhagen could also be paired with a visit to
neighbouring Malmo if you also cover Sweden.
• The planning cycle varies, so it is possible to do business in
Denmark throughout the year.
• The Danish travel trade can be split into these broad
categories: charter operators, business travel and MICE
operators, online operators and retail travel agents.
• Some operators are pan-Nordic as well, so it is possible to
reach the whole region via a single contact.
• Danish visitors who booked their travel to Britain separately
to accommodation were most likely to book directly with the
airline/train/ferry operator (77%). One in five chose to book
through a travel agent/tour operator/travel comparison
websites. The share of the latter rises to about one in three
of the Danish visitors who booked accommodation stand-
alone and 62% for those who booked a holiday
(accommodation and travel combined).
53
3.2 Travel trade: general overview
Danes value building business
relationships
Source: VisitBritain/IPSOS 2016, base: visitors
Market and Trade Profile Denmark
3.2 Travel trade: Danish tour operators
54
Source: Largest companies.net
Top Ten Travel Operators
Spies/Thomas Cook
Kilroy International
Amex Global Business Travel
Primera Travel/Bravo Tours
FDM Travel
Vitus Rejser
Stjernegaard
Bengt-Martins
Kipling Travel
Detur
Top ten operators in Denmark in 2015/2016 TOP intermediaries in the Nordic region
Top intermediaries in the Nordic region
KulturRejser (SE/DK)
Albatros Travel
Airtours (SE)
TEMA Resor (Jambo Tours)
RK Travel (mainly SE/NO)
eTraveli
Apollo Travel Group
Jörns Resor
Market and Trade Profile Denmark
3.2 Travel trade: Danish holidays
55
National public holidays in 2018
Public holidays
Date National Holiday
1 January New Year’s Day
29 March Maundy Thursday
30 March Good Friday
1 April Easter Sunday
2 April Easter Monday
27 April Big Prayer Day
10 May Ascension Day
20 May Pentecoast Sunday
21 May Pentecoast Monday
25 December Christmas Day
26 December Second Day of Christmas
Date Local/School
Holiday
Area
Week 7 Winter Holiday All but Nordjylland
Week 8 Winter Holiday Nordjylland
Week 26-32 Summer Holiday
Week 42 Autumn Holiday
Market and Trade Profile Denmark
3.2 Travel trade: practical information
General practical information:
• Business hours are usually 08.30– 16:30. Lunch breaks
are usually taken in the company canteens.
• When introduced expect to shake hands. Use first names
rather than last names.
• Keep meetings short and have an agenda.
• Follow up quickly on any action points.
• Mid June to mid August can be difficult to arrange
meetings/events etc due to summer school holidays and
long vactions.
• The Danish generally speak excellent English – so
language is not an issue.
Sales calls
The Danish trade structure is consolidated and closely
connected. The big players are carriers and tour operators; 4
major charter tour operators dominate mainstream leisure
travel, while the mid size and niche operators are more
relevant for Britain.
• Danes are not used to hierarchy and tend to be quite
informal, but this does not mean unprofessional.
• Danes are not used to ‘the hard-sell’, so a gentle,
friendly approach will usually work better.
• Danes are generally perceived as being fairly quiet, they
tend to listen and observe before commenting.
• Danes are generally in touch with British current affairs,
humour and culture, so don’t be afraid to bring it into a
discussion.
• Keep in touch with VisitBritain; let us know about your
progress. Regular market intelligence is essential for
our future plans and activities.
• It is also important to note that a significant number of
the key Danish trade attend the VisitBritain’s ExploreGB
workshop & VisitScotland Expo. Please contact
VisitBritain London for details of those attending. Some
operators also visit World Travel Market and ITB.
56
Market and Trade Profile Denmark
3.3 Caring for the consumer
57
Language basics
English Danish
Please Vær så venlig / må jeg bede om
Thank you Tak
Yes Ja
No Nej
Sorry! (apology) Undskyld
Excuse me! Undskyld mig
Sorry, I do not speak
Danish.Jeg taler ikke dansk
Caring for the consumer
• Cleanliness is very important. Danes are
used to wooden or tiled floors. Budget
accommodation can be fine, but they are
likely to expect en-suite facilities.
• Danes often are price-conscious and tend to
expect value for money and efficiency.
• Whilst many Danes have good command of
English, signage and information in their
native language can make them feel more
welcome.
Source. International Passenger Survey by ONS 2016
Market and Trade Profile Denmark
3.3 Caring for the Consumer
58
Caring for the Consumer:
• Danish perceptions of and satisfaction with
British food tend to be on average but due to
exposure through e.g. gastronomy shows
they are aware of food trends in the UK and
Danish visitors are often happy to try them.
• Breakfast in Denmark tends to be taken early
and often is continental breakfast, often rolls
with cheese and ham. A cooked breakfast is
something many Danes will enjoy while on
holiday in Britain, but perhaps not every day.
• At home, lunch is usually a sandwich with a
drink of some kind. A pub lunch is something
many Danish visitors want to experience
during a holiday visit.
• Dinner consists of a hot meal, with either a
starter or a dessert followed by coffee or tea.
• Danes tend to like strong coffee and not being
able to get decent coffee is often a source of
complaint.
• Danes are comfortable with and used to
paying with a credit card while in Britain.
Market and Trade Profile Denmark
3.3 Caring for the consumer: Danish language tips
59
Language tips for arrival and departure
English Danish
Hello Hej (informal) or Goddag
My name is… Mit navn er
Welcome to Britain Velkommen til Storbritannien
Pleased to meet you! Det glæder mig at møde dig
How are you? Hvordan går det?
Enjoy your visit! Nyd jeres besøg
Goodbye Farvel
Did you enjoy your visit? Nød I jeres besøg?
Have a safe journey home! Hav en god rejse hjem
Hope to see you again soon! Håber vi snart ses igen
Market and Trade Profile Denmark
We can help you extend your reach
through:• Digital and social media such as through
Twitter, our Facebook page – Love GREAT
Britain, or Pinterest.
• Press and PR by sending us your newsworthy
stories or hosting our journalists and broadcast
crew
• Leisure, and the business travel trade via our
programme of sales missions, workshops and
exhibitions or promotion to our qualified
Britagents and supplier directory
• Print advertising in targeted media/Britain
supplements
• Retailing your product through the VisitBritain
shop
• Or as a major campaign partner
60
3.4 Working with VisitBritain
We are here to support you and look
forward to working with you.
To find out more browse our
opportunity search
(visitbritain.org/opportunities)
or trade website
(trade.visitbritain.com)
or contact the B2B events team
(Email: [email protected])
or campaign partnerships team
(Email: [email protected])
or trade support team
(Email: [email protected])
Market and Trade Profile Denmark
We have dedicated research and insights
available which include:
• Latest monthly and quarterly data from the
International Passenger Survey by ONS
(visitbritain.org/latest-monthly-data
visitbritain.org/latest-quarterly-data-uk-overall
visitbritain.org/latest-quarterly-data-area)
• Inbound Tourism Trends by Market
visitbritain.org/inbound-tourism-trends
• Sector-specific research
visitbritain.org/sector-specifc-research
• 2017 Inbound Tourism Forecast
visitbritain.org/forecast
• Britain‘s competitiveness
visitbritain.org/britains-competitiveness
61
3.5 Useful research resources
We are here to support you and look
forward to working with you.
To find out more about Denmark or other
inbound markets browse
our markets & segments pages or
(visitbritain.org/markets-segments)
our inbound research & insights or
(visitbritain.org/inbound-research-insights)
contact us directly
(Email: [email protected])
Market and Trade Profile Denmark
We have dedicated research and insights
available which include:
• Planning, decision-making and booking cycle of
international leisure visitors to Britain
visitbritain.org/understanding-international-
visitors
• Technology and social media
visitbritain.org/understanding-international-
visitors
• Gateways in England, insights on overseas
visitors to England's regions, participation in
leisure activities, multi-destination trips and
more
visitbritain.org/visitor-characteristics-and-
behaviour
62
3.5 Useful market-specific research resources
We are here to support you and look
forward to working with you.
To find out more about Denmark or other
inbound markets browse
our markets & segments pages or
(visitbritain.org/markets-segments)
our inbound research & insights or
(visitbritain.org/inbound-research-insights)
contact us directly
(Email: [email protected])
Market and Trade Profile Denmark
Market and
Trade Profile: Denmark
December 2017