Prior to COVID-19, travel and tourism was traditionally a best prospect industry sector in Denmark.  However, beginning in March 2020 the sector was severely impacted by COVID-19. For the latest information on DHS’s travel response efforts, visit DHS.gov/coronavirus.  

Overview 

The United States is the favorite long-haul destination for Danish travelers and an increasing number of Danes travel to the United States every year.  They stay longer (17.5 nights) and spend more per trip (around DKK 2,300 or USD 345 per day) than the average international visitor and make up a highly-attractive segment for American suppliers.  A Discover America Committee was formed in Denmark in 2016, clearing the way for better access to the Danish marketplace, just as closer Discover America Nordic cooperation ensures the opportunity for Nordic-wide marketing activities and business ventures. For pre-pandemic picture the travel and tourism market, in 2018, more than 330,000 Danes traveled to the United States, equivalent to 5.8 percent of all Danish travelers. Individuals who travelled from the Nordic region (Denmark, Sweden, Norway, Iceland, and the Baltic states) to America surpassed 1.4 million in 2016-2018. In 2022, Denmark experienced a 19 percent increase in seat capacity compared to pre-pandemic levels and with great connectivity to the United States it continues to be an important market expected to recover by 2024.  

Market Demand 

Despite being a mature market, the Nordic countries continue to show impressive growth rates, and with six weeks of annual paid vacation and 12 paid holidays, demand for travel continues to be high.  The region is the fourth-largest European market for inbound travel to the United States and it is expected that the number will increase.  Tourism from Denmark to the United States has steadily increased since 2002, excluding the the pandemic period.  Compared to other markets, the Nordic region has one of the highest per capita travel rates to the United States at 3.9 percent out of a population of 27 million.  According to Brand USA data, 50.5 percent of Danes are likely to visit the United States between 2023-2024. 

Best Prospects 

California, Florida, and New York City, locally called the “Big Three,” are still the most popular destinations when Danes visit the United States.  Over a period of years, the United States has grown to become the most popular overseas (non-EU) destination for Danish tourists.  Many travelers are now repeat visitors.  

Whereas first- and second-time visitors tend to choose one of the “Big Three” destinations, return visitors are increasingly explore new regions.  Fly/drive packages that combine airfare, hotel bookings, and car rental are among the most popular travel bookings through Danish tour operators.  Road trips have become a very popular way for Danish travelers to experience the diversity of the United States, including more inland destinations.  Consequently, operators are now offering more individualized packages, such as Harley Davidson packages and motor home vacations.  California’s State Highway 1 is the top route for many “road trippers.” 

Shopping still tops the list of leisure activities when Danish travelers visit the United States and short city-breaks have grown more popular due to relatively inexpensive airfare.  The most popular shopping destinations for Danish travelers are New York City, San Francisco, Washington D.C., Boston, Seattle, Chicago, Miami, and Los Angeles. 

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. 

Resources 

Discover America Denmark maintains a professional secretariat with a managing director to ensure high quality member service and to expand the activities of the organization.  The board consists of executives from the airline, airports, tour operators, travel agents, corporate, as well as the meetings, incentives, conferencing, and exhibitions (MICE) industries.  Discover America Denmark: https://www.discoveramerica.dk/  

More information, please contact Patrycja Dahl, Commercial Specialist, U.S. Embassy Copenhagen.