Tourism in Denmark - creates growth and jobs
Tourism in Denmark – Key Figures Tourism is important for the Danish economy It creates turnover of
94.7 bn. DKK.
Tourism is a significant export industry It represents
3.6 pct. of Danish export trade
Tourism creates a high number of jobs It creates
114,900 jobs
Tourism generates taxes in total
39.1 bn. DKK. in VAT and taxes
Source: VisitDenmark, The Economic Contribution of Tourism in Denmark 2014. The economic indicators can not be compared from year to year, as the method and data are continuously improved.
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Tourism is a growing industry worldwide Worldwide there are over 1,1 billion tourist arrivals every year International tourist arrivals in millions World
928
892
950
497
471
489
2008
2009
2010
994
1,041
1,088
1,134
520
540
566
584
2011
2012
2013
2014
Source: UNWTO. Tourist arrivals are measured as the number of tourists with at least one overnight stay.
Europe 1,184
609
2015
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Tourism is growing in Denmark 2015 was a record year for Danish tourism. 49,1 million bednights is the highest number ever recorded. Bednights in Denmark in millions Total
44.7
23.5 21.2
2008
Danish
44,7
44,5
44,6
22.2
22.7
22.6
22.8
20.0
21.0
21.9
21.8
21.8
2009
2010
2011
2012
2013
42,2
22.2
43,1
Foreign 46,8
23.2 23.6
2014
49,1
24.7
24.4
2015
Source: Statistics Denmark. Registered nights at hotels, rented holiday houses, holiday resorts, hostels, camping and marinas. Total bednights for leisure and business tourists.
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Positive growth in all business areas since 2008 From 2008 to 2015 city tourism in Denmark has increased by 69%, business tourism by 14%, and coast and countryside tourism by 2%.
Growth in bednights 2008-2015 City tourism 169
Index 2008 = 100
Business tourism 114
Coast and countryside tourism 102
Distribution of bednights 2015 Business tourism 7,1 mio. 14% City tourism 6,7 mio. 14%
35,2 mio. 72%
Coast and countryside tourism
2008 2009 2010 2011 2012 2013 2014 2015
Source: Statistics Denmark. Registered nights at hotels, rented holiday houses, holiday resorts, hostels, camping and marinas.
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Denmark holds a strong position in the Nordic Region Denmark has a 46 percent market share of the total amount of foreign tourists’ bednights in the Nordic Region. Foreign tourists’ bednights 2015 Denmark’s market share
.
Finland 10% Norway 16%
Denma rk 46%
.
Norway 8.8 Million 16%
Sweden 28%
Denmark 24.7 Million 46%
Source: Statistics Denmark and the Nordic statistical agencies.
Finland 5.5 Million 10%
. .
Sweden 15.2 Million 28%
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High market share on key markets 74% of all German tourists’ bednights in the Nordic Region are registered in Denmark. Denmarks’ market share of the German, Dutch, and British markets has increased within the past years. Denmark’s share of bednights in the Nordic Region (pct.) 2008
Denmark’s market share of foreign tourists’ bednights in the Nordic Region.
45 46
72 74
55 53
41 44
45 42
23 33
28 33
22 30
Source: Statistics Denmark and the Nordic statistical agencies. *Indian bednights were registered in 2013 for the first time and is only registered in Denmark and Sweden.
19 21
15 20
2015
31 28
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Tourism contributes to growth in many sectors
Tourism revenue
94.7 bn. DKK Other products
Retail
18.6
27.5
bn. DKK
bn. DKK
Tourist products*
48.6 bn. DKK
Source: VisitDenmark, The Economic Contribution of Tourism in Denmark 2014. *Accommodation, restaurants, transportation services, culture, entertainment etc.
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Tourism is one of Denmark’s biggest export industries Clothing
Foreign tourists spend 37.2 billion DKK while in Denmark. This means tourism represents 3,6 % of all Danish exports.
2.4% Tourism
3.6%
Tourism compared to other export sectors
Electrical machinery, etc.
4.5% Food, etc.
8.9% Transport
24.0% Source: VisitDenmark, The Economic Contribution of Tourism in Denmark 2014.
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Millions of bednights spent all over Denmark Danish and foreign tourists’ bednights are distributed almost equally in the Danish regions. Bednights Foreign
North Denmark Region: 7.4 million (15%)
46%
54%
Danish
Capital Region of Denmark: 11.8 million (24%)
Central Denmark Region: 10.2 million (21%) 47%
53%
45%
55%
Region Zealand: 4.3 million (9%)
Region of Southern Denmark: 15.3 million ( 31%)
33%
52%
48% 67%
Source: VisitDenmark, The Economic Contribution of Tourism in Denmark 2014. The economic indicators can not be compared from year to year, as the method and data are continuously improved.
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Tourism generates growth and jobs all over Denmark Tourism revenue in the Danish Regions Zealand
North Denmark
10.3 bn. DKK 11%
11.0 bn. DKK 12%
94.7 bn. DKK 37.8 bn. DKK 40%
Capital Region
Jobs created by tourism in the Danish Regions Zealand
14.000 12%
Central Denmark
16.5 bn. DKK 17%
43.400 38%
14,600 13%
114.900 jobs
19.1 bn. DKK 20%
Southern Denmark
North Denmark
Central Denmark
20,100 17%
22.700 20%
Capital Region
Southern Denmark
Source: VisitDenmark, The Economic Contribution of Tourism in Denmark 2014. The economic indicators can not be compared from year to year, as the method and data are continuously improved.
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Denmark’s 10 biggest tourist destinations by revenue Tourism revenue 1. Copenhagen, 21.6 bn. DKK 2. Aarhus, 3.7 bn. DKK 3. Aalborg, 3.1 bn. DKK 4. Ringkøbing-Skjern, 2.5 bn. DKK 5. Varde, 2.1 bn. DKK 6. Frederikshavn, 1.9 bn. DKK 7. Bornholm, 1.8 bn. DKK 8. Odense, 1.7 bn. DKK 9. Vejle, 1.6 bn. DKK 10. Hjørring, 1.6 bn. DKK Source: VisitDenmark, The Economic Contribution of Tourism in Denmark 2014. The economic indicators can not be compared from year to year, as the method and data are continuously improved.
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28 destinations have more than 40% foreign bednights
Share of foreign bednights
Source: Statistics Denmark
Top 3 municipalities with largest share of foreign bednights. 1. 2. 3.
Ringkøbing-Skjern 82% Fanø 80% Lemvig 79%
Source: Statistics Denmark. Registered nights at hotels, rented holiday houses, holiday resorts, hostels, camping and marinas. Total bednights for leisure and business tourists..
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Foreign tourists are important to Danish tourism Foreign tourists in Denmark account for 39% of the total annual tourism turnover.
Coast and countryside tourism
City tourism
Business tourism
Foreign tourists
Foreign tourists
Foreign tourists
Danish tourists
Danish tourists
Danish tourists
Total
Total
Total
18.8 bn. DKK 26.4 bn. DKK 45.2 bn. DKK
12.6 bn. DKK 10.3 bn. DKK 25.6 bn. DKK
4.9 bn. DKK
20.7 bn. DKK 25.6 bn. DKK
Source: VisitDenmark, The Economic Contribution of Tourism in Denmark 2013. City tourism includes; Copenhagen, Aarhus, Aalborg and Odense. Revenue covers all types of visits incl. overnight and one-day.
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Germany is Denmark’s primary foreign market The foreign tourists account for nearly 24,7 million bednights in Denmark. Norway
2.6
Holland
1.1
575,000
UK
813,000
1.8
..
million USA
Sweden
million
. .. .
million
China
.
198,000
Italy
282,000
France
212,000
India
72,000 Germany
Bednights in Denmark 2015 Key markets
13.8 million
Source: Statistics Denmark. Registered nights at hotels, rented holiday houses, holiday resorts, hostels, camping and marinas. Total bednights for leisure and business tourists.
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Tourists primarily stay in holiday homes or hotels The total 49.1 million bednights distributed on overnight accommodation types Hostels 1.4 million 3%
Marinas 0.9 million 2%
Holiday resorts 3.8 million 8%
Holiday homes 17.4 million 35%
Camping 11 million 22% Hotels 14.6 million 30% Source: Statistics Denmark. Registered bednights for leisure and business tourists.
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Foreign coast or countryside tourists in Denmark Top 10 reasons for choosing Denmark 1. Coast, sea and beaches
75%
2. Friendly and welcoming population
71%
3. Good accommodation
71%
4. Nature
70%
5. Safety and security
68%
6. Clean and environmentally friendly
62%
7. Child-friendly
49%
8. Good /cheap transportation to Denmark
49%
9. Swimming in the sea
49%
10. Good service
48%
Friends 8%
Other 13%
3 generations 11%
Couples 25%
Travel Group
Couples travelling together 18%
bednights
5.4
Average daily spending Family w. children 25%
490 DKK
Source: VisitDenmark, tourist survey. Coast and countryside tourists accommodated in a hotel, rented holiday homes, holiday resort, hostel, or camping.
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Foreign city tourists in Denmark Top 10 reasons for choosing Denmark 1. City life with interesting experiences
77%
2. Friendly and welcoming population
74%
3. Local life and culture
72%
4. Safety and security
70%
5. Exciting sightseeing
61%
6. Good /cheap transportation to Denmark
58%
7. Clean and environmentally friendly
54%
8. Culture
49%
9. History
48%
10. Good places to eat
48%
Other 3 generations 15% 2% Couples travelling together 11% Family w. children 12%
Travel Group
Friends 22%
bednights Couples 38%
1.9
Average daily spending
1,420 DKK
Source: VisitDenmark, tourist survey. City tourists accommodated in a hotel, rented holiday homes, holiday resort, hostel, or camping.
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Foreign business tourists in Denmark
Meetings, conferences, exhibitions ect. 40%
bednights
2.5
Purpose
Business travel, work, customer visits 60%
Source: VisitDenmark, tourist survey. Business tourists accommodated in a hotel.
Average daily spending
2,070 DKK
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Denmark’s brand as a holiday destination Denmark is marketed abroad on the values associated with Denmark and the values that make the country stand out as a travel destination. The values are: diversity, at eye level and creativity. Selected associations of Denmark
Source: VisitDenmark, Brand Survey 2015. VisitDenmark, Denmark in the Mind of the Russian Traveller, 2014. Chinavia, Survey of Chinese visitors two Scandinavia, 2013
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VisitDenmark Islands Brygge 43, 3. DK-2300 København S
[email protected] www.visitdenmark.com Published in October 2016
