Denmark
Denmark
Travellers from Denmark made 12.4 million outbound visits in 2023, with a total international tourism expenditure of US$10.4 billion.
In 2023, the UK welcomed 629,000 visits from Denmark. During the travellers’ visits, their total expenditure was £361.7 million, with an average spend of £575 per visit.
Discover visitor behaviour, travel trade insights, detailed data visualisations for this market – and more. The statistics in this market report are collated from a range of sources such as the Office for National Statistics (ONS), as well as sponsored questions and our own research. For further details, see How we source this information.
Visitor characteristics
- There are more than twice as many male than female business visitors.
- 52% of Danish international travellers are travelling with their spouse or partner, and 23% with other adult family members.
- 78% of those holidaying in Britain are making a repeat trip to the country (excluding British nationals, within ten years).
- 97% of departing visitors (excluding British expats) are either ‘likely’ or ‘extremely likely’ to recommend a visit to Britain.
Popular activities for this market
Dining in a restaurant.
Visiting a pub.
Going shopping.
Explore the inbound data in full
Use our visualisations to see data from this market in greater depth and clarity. Compare annual statistics, and filter by age group, gender, trip duration and more. Includes seasonality, trip purpose and regional spread of visitors to UK destinations. This data is based on the International Passenger Survey, conducted by the Office for National Statistics (ONS).
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Perceptions of Britain in the Danish market
- Britain is ranked top in the competitive set by Danes for its vibrant cities, the ability to roam around and visit different types of places, as well as being a mixture of old and new.
- Danish international leisure travellers also see further strengths of Britain in offering a lot of different experiences, in being inclusive and accessible for visitors and easy to get around.
- Almost half see Britain as best in the competitive set for sightseeing and ticking off the ‘must do’ list and as having an interesting mix of cultures from around the world.
- Fewer Danes associate Britain with offering good value for money – a similar share to France, and with Italy faring slightly better on this attribute.
Global context
Top-level statistics relating to the population, GDP, tourism expenditure and popular destinations for this market. For greater detail on inbound tourism flows from this market to the UK, see our data visualisations.
| Measure | 2023 |
| International tourism expenditure (US$bn) | 10.4 |
| Global rank for international tourism expenditure | 32 |
| Number of outbound visits (m) | 12.4 |
| Most visited destination | Sweden |
Key demographic and economic data
| Measure | 2023 |
| Population (m) | 5.9 |
| GDP per capita PPP (US$) | 74,239 |
| Annual average GDP growth over past decade (%) | 2.2 |
| Annual GDP growth (%) | 2.5 |
Caring for visitors
- Danes are used to communicating in English and are happy doing so: they do not expect British people to speak Danish.
- In their accommodation choices, wooden floors in bedrooms and tiled bathroom floors are generally expected.
- They prefer en suite bathrooms with walk-in showers rather than bathtubs.
The leisure and travel trade
- The Danish travel market is mature: Danes are well-travelled and able to book their travel online.
- The market is dominated by a few big tour operators selling their products via travel agents throughout the country, as well as a number of smaller specialist operators and large- and medium-sized coach operators.
- Important Britain packages include London flights, accommodation and theatre packages, special interest, coach tours, car touring and language tuition.
- Major operators are based in Greater Copenhagen as well as in Aarhus, Aalborg and the mid-Jutland region.
Access to Britain from Denmark
The key routes and transport modes that connect this market with the UK.
| Measure | 2023 |
| Weekly aircraft departures | 240 |
| Weekly seat capacity | 40,217 |
| Airports with direct routes in Denmark | 6 |
| Airports with direct routes in Britain | 15 |
- The majority of capacity serves the Copenhagen to London corridor.
- Following the COVID-19 pandemic, scheduled seat capacity of non-stop flights from Denmark to the UK has recovered to 93% of 2019 levels in 2023.
- Departing visitors travelling back to Denmark by air pay £13 in Air Passenger Duty.
Further resources
Denmark Market Snapshot.pdf
Denmark Market Snapshot
Denmark Market Profile.pdf
Denmark Market Profile
Denmark Aviation Profile.pdf
View the full findings
Denmark COVID-19 Travel Sentiment.pdf
View the full findings
Where visitors from Denmark to the UK reside in their own country.xlsx
Where visitors from Denmark to the UK reside in their own country
How we source this information
We work with a number of data sources to provide a rich and insightful picture of our key inbound source markets. This includes, but is not limited to, data provided by Oxford Economics, the UNWTO, Apex, Anholt-Ipsos Nation Brands Index and from our own surveys and ad-hoc research. The largest share of these data comes from the International Passenger Survey (IPS) by the ONS.
Visit our About the International Passenger Survey page for more information on how this data is collected and analysed.
