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DenmarkMarket snapshot
2016 averagespend per visit
£505
Inbound tourism overviewAnnual visits* Annual visitor spend*
42%
2%
23% 27%
Holiday Business
7%
Study MiscM
VFR**
Sour
ces:
*In
tern
atio
nal P
asse
nger
Sur
vey
(IPS
), *
**A
pex
(dir
ect fl
ight
s on
ly).
614,
000
550,
000
614,
000
636,
000
696,
000
662,
000
756,
000
730,
000
2009 2010 2011 2012 2013 2014 2015 2016
£30
0 m
£30
0 m
£24
5 m
£24
5 m
£28
7 m
£28
7 m
£30
3 m
£30
3 m £
436
m£
436
m
£29
5 m
£29
5 m
£35
6 m
£35
6 m
£36
8 m
£36
8 m
2009 2010 2011 2012 2013 2015 20162014
Global ranking for inbound visits to the UK in 2016#15 Global ranking for inbound spend in the UK in 2016#17
Purpose of travel* (2016)Seasonal spread of travel* (2016)
22%23% 26% 27%
Jan–Mar Apr–Jun Jul–Sep Oct–Dec
Departure & destination airports*** (2016)Regional spread of travel* (2014-2016)
% share of nights
High
Medium
Low
16UK airports
CopenhagenBillundAarhusAalborgEsbjergKarup
Odense
47,040 5 nights
Average flight seats per week*** (2016)
Average lengthof stay* (2016)
**Visit friends and/or relatives.
11 %
4 %
1 %
15%
2 %
4 %5 %
3 %
6 %
44 %
0 %
5 %
Consumer website: visitbritain.com
Corporate website: visitbritain.org
Image library: visitbritainimages.com
Trade website: trade.visitbritain.com
Media centre: media.visitbritain.com
@VisitBritainNDC
LoveGreatBritain.dk
@LoveGreatBritain_dk
#LoveGreatBritain
#OMGB
VisitBritain
Skarpögatan 6-8
11593 Stockholm
Sweden
Gary Robson
VisitBritain Manager Nordics
24%
Word of mouth Information on search engines
√ Cultural attractions√ Ease of access√ Easy to get around√ Vibrant cities√ Somewhere English is spoken
1 3
Key demographics* (2016)
Top three activities in the UK* (2011-2016)
Visitors' origin* (2013)
Market segments & attributes
Top influences in visiting Britain** (2016)
Travel companions** (2016)
Top motivations for choosing Britain for a holiday** (2016)
16-24 13%
0-15 5%
25-34 19%
45-54 21%
55-64 13%
65+ 6%
35-44 24%
Visits in 000s I% share of visits
High
Medium
Low
Visitor profile
DenmarkMarket snapshot
50%
14% 21%
Spouse/ Partner
12%On their own
With childrenunder 16 With friends
24%
With other adultfamily members
of Danish visitors were repeat visitors in 2015*84%
Shopping Going to the pub
Visitingparks/gardens
Price comparisonwebsites
2
Region Nordjylland30 | 6%
Region Syddanmark72 | 14% Region Sjælland
69 | 14%
Region Hovedstaden261 | 51%
Region Midtjylland78 | 15%
Other / unknown185
Sour
ces:
* In
tern
atio
nal P
asse
nger
Sur
vey
(IPS
), *
* V
isit
Bri
tain
/Ips
os 'D
ecis
ions
and
Influ
ence
s' re
sear
ch (A
pplic
able
to p
eopl
e w
ho v
isit
ed B
rita
in).
Holiday booking habits** (2016)
10%82%
Online By phone
Applicable to people who visited Britain and booked their transport to Britain and accommodation together.
Curious explorersMainly 50+, singles, couples and empty nesters that have time and are flexible travellers. Mature and open-minded with high interest in culture, arts and history. Enjoy variety of holidays from seaside, lakes & mountains to spa & wellness to city breaks and themed group travel.
Active buzz-seekersPrimarily 18-39 age group, dominance of singles, pre-family couples and young professionals. Youthful and adventurous mind set. Active, enjoy travelling and exploring foreign cultures.
of Danish visitors were “likely” or “extremely likely” to recommend Britain in 2015*
98%
