Denmark a big draw for US tourists 

Japan might be getting the headlines this summer as the new aspirational holiday destination, but Denmark is flying under the radar to also draw in visitors who are prepared to travel long-haul for their vacations.

Americans are hungry for what Denmark has to offer according to broadcaster DR, which cites “sour dough bread, the Little Mermaid and Danish nature” as among the offerings which have helped the number of US tourists double over the last ten years.

Almost a million American tourists came to Denmark in 2023 and this year has seen a 14 percent increase on 2023 for the first five months of the year.

There are probably a few factors involved in this: Denmark has nurtured a positive image abroad due to coverage in travel and news media of things like hygge culture, work life balance and a position as a “happy” society.

You could argue that these things all include an element of hype as well as a helping of truth, but it’s easy to see why US visitors might want to see them first-hand.

“In reality, this is just as much about the Danes’ quality of life and the desire to come and be a part of being Danish and the quality that entails – this is where we’re incredibly strong right now,” VisitDenmark’s head of marketing for the US, Dennis Englund, told DR.

This is not forgetting classic Danish attractions like its palaces, museums and architecture. I also completely agree with DR on its nature being a strong reason to visit (think islands, coastlines and forests).

 

 

 

 

 

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There’s another element at play, too: the cooler climate which looks likely to boost tourism in northern Europe compared to record-breaking heat in the south.

Copenhagen’s city council meanwhile wants to introduce a tourist tax to keep the industry at a manageable level. It’s not clear whether this will become reality or whether it will temper the trend.

Is the rain getting us down?

Danish summers wouldn’t be Danish summers without inconsistent weather (unless you count 2018 and its magnificent endless sunshine), but 2024 might be taking things a bit far.

After a mixed June, July has gone from damp to wet – as Roskilde Festival guests can attest – and is set to take the next step to “drenched” on Saturday, with rains severe enough to potentially be classed as a weather event that only happens once every 100 years in terms of probability.

It’s rained so much that a there’s a sense of more than just the regular joking and dissatisfaction about a skuffende sommerferie (disappointing summer holiday).

“We take it for given that holiday means relaxation and happiness for everyone. But we’re all different and many people aren’t doing well even though it’s summer,” Neela Maria Sris, an associated professor in psychology at the Aarhus and Copenhagen universities, told DR in an article focused on this summer’s relentless rain.

“Bad weather is just bad weather and you can have two people who take bad weather in different ways,” she said.

What can Copenhagen achieve by rewarding eco-friendly actions with freebies?

We’re staying on the tourism theme all the way through this week’s article – it is the summer holidays, after all – because one of this week’s talking points has been Copenhagen’s decision to reward visitors and locals for green good deeds with free food, coffee or cultural activities.

News of the scheme has reached foreign media like the New York Times – which is often a keen observer of Danish lifestyle and culture.

Under the “CopenPay” scheme, you will be able to claim rewards by showing proof like a train ticket or a photo of your bicycle outside the attraction, although the system is mostly trust-based.

Bonuses on the scheme include a kayak or boat tour, a vegetarian meal, a museum ticket, or an e-bicycle ride — free of charge.

“It is a core task for us to make travelling sustainable. And we will only succeed if we bridge the large gap between the visitors’ desire to act sustainably and their actual behaviour”, as the CEO of VisitDenmark Mikkel Aaro-Hansen said.

The scheme starts on Monday, but there’s no hint of free umbrellas being added to the list of bonuses just yet.