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Tourism in Denmark - creates jobs and growth
97.5 bn. DKKTurnover created by tourism in Denmark
3.5%Tourism’s share of Danish export trade
118,000 jobsCreated by tourism
40.0 bn. DKK. Generated VAT and taxes by tourism
TOURISM IN DENMARK CREATES VALUETO THE DANISH SOCIETY
Source: VisitDenmark, The Economic Contribution of Tourism in Denmark 20151
928892
951994
1.0411.088
1.1371.189
1.235
497 471 489520 540 566 580 608 620
2008 2009 2010 2011 2012 2013 2014 2015 2016
World Europe
Source: UNWTO. Tourist arrivals are measured as the number of tourists with at least one overnight stay..
International tourist arrivals in millions
2
Worldwide there are over 1.2
billion tourist arrivals every
year.
TOURISM IS A GROWING INDUSTRY WORLDWIDE
2016 was a record year for
Danish tourism. 51.5 million
bednights is the highest
number ever recorded.
TOURISM IS ALSO GROWING INDENMARK
Source: Statistics Denmark. Registered bednights at hotels, rented holiday cottages, holiday resorts, hostels, camping sites and marinas. Total bednights for leisure and business tourists.3
23,522,2 22,2 22,7 22,6 22,7 23,6
24,4 25,4
21,220,0 21,0 21,9 21,9 21,8
23,2
24,726,1
44,742,2 43,1
44,7 44,4 44,546,8
49,251,5
2008 2009 2010 2011 2012 2013 2014 2015 2016
Danish International Total
Bednights in Denmark in millions
2008 2009 2010 2011 2012 2013 2014 2015 2016
Growth in bednights 2008-2016Index 2008=100
City tourism 185
Business tourism 115
Coast and rural tourism 107
Distribution of bednights 2016Coast and rural tourism
represents 72% of all
bednights in Denmark.
City tourism has increased by
85% from 2008 to 2016.
Since 2015, the international
bednights have increased
more in the coastal and rural
parts of Denmark than in the
four largest cities. In 2016, the
international bednights
increased by 6.0% in the costal
and rural parts of Denmark,
while they increased by 3.9%
in the four cities.
Coast and rural tourism37.0 million72%
City tourism 7.4 million14%
Business tourism 7.1 million14%
Source: Statistics Denmark. Registered bednights at hotels, rented holiday cottages, holiday resorts, hostels, camping sites and marinas. City tourism covers leisure tourism in Copenhagen, Aarhus, Aalborg and Odense.
4
POSITIVE GROWTH IN ALL BUSINESS AREAS
Denmark
46%
Finland
10%
Norway
17%
Sweden
27%
Distribution of international bednights 2016
Denmark26.1 million
46%
Norway9.7 million
17%
Finland5.8 million
10%
Sweden15.6 million
27%
Denmark has a 46% market
share of the total amount of
international bednights in the
Nordic Region.
DENMARK HOLDS A STRONG POSITION IN THE NORDIC REGION
Source: Statistics Denmark and the Nordic statistical agencies.5
45 72 55 41 45 23 28 22 19 15 3146 74 51 45 42 35 33 30 19 21 32
2008 2016
Denmark’s share of bednights in the Nordic Region (percent)
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 Sweden6
HIGH MARKET SHARE ON KEY MARKETS
74% of all bednights from
Germany in the Nordic Region
are registered in Denmark.
Denmark’s market share of
the Dutch, Italian, French,
American and British markets
has increased since 2008.
Otherproducts
18.8 bn. DKK
Retail
27.6 bn. DKK.
Touristproducts*
51.0 bn. DKK
Tourism turnover 97.5 bn. DKK
Source: VisitDenmark, The Economic Contribution of Tourism in Denmark 2015. *Accommodation, restaurants, transportation services, culture, entertainment etc.
7
TOURISM CONTRIBUTES TO GROWTH IN MANY SECTORS
The retail business and many
other sectors and products,
which are often not
associated with tourism, also
benefit from the turnover
and jobs created by tourism.
Tourism compared to select export sectors
Electrical machinery etc.
4.2%
Food etc.
8.2%
Tourism
3.5%
Construction services
3.1%
Source: VisitDenmark, The Economic Contribution of Tourism in Denmark 2015. 8
TOURISM IS ONE OF DENMARK’S BIGGEST EXPORT INDUSTRIES
International tourists spend
38.9 billion DKK while in
Denmark. This means tourism
represents 3.5% of all Danish
exports.
Transport
22.0%
67%
33%47%53%
45%55%
International
47%53%
54%46%
North Denmark Region7.7 million (15%)
Central Denmark Region10.8 million (21%)
Region of Southern Denmark 16.0 million ( 31%)
Region Zealand4.6 million (9%)
Danish
Bednights 2016(share of total)
Capital Region of Denmark12.3 million (24%) Danish and international
bednights are distributed
almost equally in the Danish
regions.
Source: Statistics Denmark. Registered bednights at hotels, rented holiday cottages, holiday resorts, hostels, camping sites and marinas. Total bednights for leisure and business tourists.
9
MILLIONS OF BEDNIGHTS ALL OVER DENMARK
14.800
13%
20.500
17%
22.900
19%
45.700
39%
14.100
12%
Jobs created by tourism in the Danish RegionsTourism turnover in the Danish Regions
11,1 mia. kr.
11%
16,8 mia. kr.
17%
19,3 mia. kr.
20%
39,9 mia. kr.
41%
10,3 mia. kr.
11%
North Denmark
Central Denmark
Southern Denmark
Capital Region
Zealand
Denmark in total
97.5 bn. DKK Denmark in total
118.000 jobs
Southern Denmark
Capital Region
North Denmark
Central Denmark
Zealand
Source: VisitDenmark, The Economic Contribution of Tourism in Denmark 2015. 10
TOURISM GENERATES GROWTH AND JOBS ALL OVER DENMARK
The Danish Regions all share
the turnover and jobs
generated by tourism.
1. Copenhagen23.3 bn. DKK
2. Aarhus3.9 mia. kr.
3. Aalborg3.2 mia. kr.
4. Ringkøbing-Skjern2.5 mia. kr.
5. Varde2.1 mia. kr.
DENMARKS 10 BIGGEST TOURIST DESTINATIONS BY TURNOVER
6. Frederikshavn2.0 mia. kr.
7. Bornholm1.8 mia. kr.
8. Odense1.7 mia. kr.
9. Vejle1.7 mia. kr.
10. Helsingør1.6 mia. kr.
Source: VisitDenmark, The Economic Contribution of Tourism in Denmark 2015. 11
International tourists stand
for 8 out of 10 bednights in
Ringkøbing-Skjern, Lemvig
and at Fanø.
32 MUNICIPALITIES HAVE MORE THAN 40% INTERNATIONAL BEDNIGHTS Top 10 municipalities with the
largest share of international bednights
1. Ringkøbing-Skjern 83%
2. Fanø 80%
3. Lemvig 80%
4. Varde 76%
5. Tønder 68%
6. København 66%
7. Christiansø 65%
8. Langeland 61%
9. Holstebro 59%
10. Hjørring 59%
Source: Statistics Denmark. Registered nights at hotels, rented holiday cottages, holiday resorts, hostels, camping sites and marinas. Total bednights for leisure and business tourists.12
0% - 27%
27% - 40%
40% - 83%
International tourists’ share of total bednights 2016
Coast and rural tourism City tourism
International tourists5.5 bn. DKK
Danish tourists21.9 bn. DKK
Business tourism
International tourists19.3 bn. DKK
Danish tourists26.0 bn. DKK
International tourists14.0 bn. DKK
Danish tourists10.8 bn. DKK
Total
45.3 bn. DKKTotal
24.8 bn. DKKTotal
27.4 bn. DKK
Source: VisitDenmark, The Economic Contribution of Tourism in Denmark 2015. City tourism covers leisure tourism in Copenhagen, Aarhus, Aalborg and Odense. The turnover covers visits with bednights and one-day visits.
13
INTERNATIONAL TOURISTS ARE IMPORTANT TO DANISH TOURISM
International tourists in
Denmark have a total
spending of 38.9 billion DKK
and account for 40% of the
total turnover.
Bednights in Denmark 2016
Key markets
USA632,000
China221,000
France245,000
India81,000
Germany14.8 million
Great Britain899,000
Norway2.5 million
Italy342,000
Source: Statistics Denmark. Registered bednights at hotels, rented holiday houses, holiday resorts, hostels, camping and marinas.Total bednights for leisure and business tourists.
14
Sweden1.8 million
GERMANY IS DENMARK’S PRIMARY INTERNATIONAL MARKET
Holland1.2 million
International tourists account
for 26,1 million bednights in
Denmark. German tourists
account for 57% of these.
Rented holiday cottage8.6 million 36%
Hotel15.0 million 29%
Hostels1.8 million 4%
Holiday resorts4.0 million 8%
Camping sites11.1 million 22%
Marinas0.9 million 2%
Source: Statistics Denmark. Total bednights for leisure and business tourists. There is not yet a statistic that covers bednights in connection to Airbnb and similar private accommodation services. Total bednights for leisure and business tourists.
15
TOURISTS PRIMARILY STAY IN HOLIDAY HOMES OR HOTELS
The distribution of the
51,5 million bednights in
Denmark.
1. Coast, sea and beaches 75%
2. Friendly and welcoming population 71%
3. Good accommodation 71%
4. Nature 70%
5. Safe stay 68%
6. Clean and environmentally friendly 62%
7. Child-friendly 49%
8. Good/cheap transportation to Denmark 49%
9. Good swimming areas 49%
10. Good service 48%
470 DKKAverage daily spending
6.9Average bednights
Top 10 reasons for choosing a holiday in Denmark
3.9 Persons travelling together
Source: VisitDenmarks Tourism Survey. 16
INTERNATIONAL COAST AND RURAL TOURISTSIN DENMARK
Visitors to the Danish coast
and countryside are on a
relatively long holiday in
Denmark. They primarily
travel as couples or as
families.
1. City life and interesting experiences 77%
2. Friendly and welcoming population 74%
3. Local life and culture 72%
4. Safe stay 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%
Source: VisitDenmarks Tourism Survey. City tourism covers leisure tourism in Copenhagen, Aarhus, Aalborg and Odense. * Covers City tourists in Copenhagen.
17
INTERNATIONAL CITY TOURISTS IN DENMARK
Leisure travelers to
Denmark’s four largest cities
have a relatively high daily
spend and a short stay. The
majority travel without kids
as couples and with friends.
1,690 DKKAverage daily spending
2.7Averagebednights
1.7 Persons travelling together
Top 10 reasons for choosing a holiday in Denmark
Source: VisitDenmarks Tourism Survey. *Covers business tourists staying at hotels. 18
INTERNATIONAL BUSINESS TOURISTS IN DENMARK
Business tourism consist of
individual business travellers,
seasonal workers and
participants for meetings and
congresses.
Business tourists have a high
daily spend.
2,150 DKKAverage daily spending*
2.9Average bednights
16% combines the travelwith a holiday in Denmark
Purpose for travelling to Denmark
Business trip, work, customer visits60%
Meetings, conferences, exhibition etc. 40%
”Friendly people, great shopping,
interesting architecture”
”Cold and dark , in a positive way”
” Weite, kleine malerischeOrtschaften, wenig Verkehr”
”Fina städer och mycket kultur. God mat och mycket att
se och göra.”
”Pianura, città moderne, ordine e pulito ”
” Øl, sykkel, familieferie med leidhytte, seiltur, ferja, avslappet byliv”
” Öl med trevliga människor och
lättsam stämning”
” Groen, vriendelijk, houten huisjes, strand, knusse
stadjes, historie”
”Archipel... La mer n'est jamais loin! ”
” Good safe destination with interesting history”
”哥本哈根风景很好,是购物的天堂”(Copenhagen has very beautiful scenery, and
is a shopping heaven)
Source: VisitDenmark, International image- and potential analysis 2017 ( free associations). Chinavia, Survey of Chinese visitors to Scandinavia, 2013 19
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.
Read more at: www.branddenmark.com
Follow us at – VisitDenmark Viden & Analyse
Get the latest news about Tourism in Denmarkwww.visitdenmark.dk/analyse
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