Denmark poor at low-season tourism

Missing out on millions of stays, billions of euros
Denmark has not been as successful as other nearby countries in attracting tourists outside the peak summer season, a damning new report concludes.
The country is missing out on three million extra overnight stays and DKK 2.5 billion (€336 million) in additional revenue per year, because it has failed to develop year-round tourism, the analysis by the Confederation of Danish Industry says.
It bases its findings on figures from Statistics Denmark and from the Netherlands and Germany. Overnight stays have risen 23% in Denmark on average since 2008 – and 38% in neighbouring countries.
“We ought to have three million more overnight stays per year, had our development followed that of Sweden, Norway, Finland, Germany and the Netherlands,” explains Sune K Jensen, the confederation’s head of tourism.
“This corresponds to the Danish tourism industry missing out on 2.5 billion kroner in revenue. And the reason is, among other things, that other countries are better at attracting tourists outside the summer season.”
Jensen gives the example of Skallerup Seaside Resort in North Jutland, which is continually investing to capitalise on revenues during the low season. Of its 300 holiday homes, 40% are occupied in January. Most recently, it invested in a new fitness area with sea views and is about to spend DKK 10 million remodelling the restaurant.
“In neighbouring countries, investments are typically 20-40% above the level in 2000,” Jensen maintains. “In Denmark, we’re 30% below that level, equivalent to one billion fewer kroner invested here at home. And that will not do, because tourists increasingly demand activities and quality of a high level.”
DI Business / The Local


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