Denmark Travel and Tourism Industry

Inbound tourism from Denmark to the United States has steadily increased since 2002, excluding the pandemic period.  It is projected that the market will recover by 2024. 

In the previous year, Denmark experienced a 19% increase in seat capacity compared to pre-pandemic. SAS resumed non-stop flights from Copenhagen to the U.S. in June 2020 and during the fall of 2021, SAS restarted the full U.S. flight schedule to include destinations of New York, Washington D.C., Chicago, San Francisco, Los Angeles, Miami, and Boston.  Additional flights to JFK from Copenhagen and, for the first time ever, from the Danish city of Aalborg will operate from February and April 2023, respectively. Delta Airlines resumed their direct flight from Copenhagen to New York in May last year.  

Demand for travel continues to be high in Denmark, with six weeks of annual paid vacation and 12 paid holidays. Research shows that inflation and cost of living will not act as a travel barrier, indicating how important travel and tourism is to Danish consumers. The United States is the favorite long-haul destination for Danish travelers, and Danes make up a highly attractive segment for American suppliers as visitors stay longer (17.5 nights) and spend more per trip (USD 345 per day) than the average international visitor. 

According to Brand USA data, 50.5% of Danes surveyed responded they were likely to visit the U.S. within the next two years. Danish travelers increasingly look for eco-friendly accommodation, CO2 compensation schemes, and to support environmental causes while traveling.

California, Florida, and New York City are still the most popular destinations when Danes visit the U.S., with short city-breaks increasingly popular due to good connectivity and inexpensive airfare. Shopping tops the list of leisure activities preferred by Danish travelers with the most popular shopping destinations being New York City, San Francisco, Washington D.C., Boston, Seattle, Chicago, Miami, and Los Angeles. Even though first- and second-time travelers tend to visit the three most popular destinations, there is a growing interest in new regions and go in-country to explore ‘the real America’.  

U.S. Commercial Service Copenhagen can assist American suppliers or marketing entities with guidance to ensure a successful market entry into Denmark and the Nordic Region. 

For more information, contact Patrycja.Dahl@trade.gov