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