This is a best prospect industry sector for this country. Includes a market overview and trade data.

Overview

•    The United States is the favorite long-haul destination for Danish travelers and an increasing number of Danes travel to the U.S. every year.  They stay longer (17.5 nights) and spend more per trip (over USD 100 per day) than the average international visitor, and make up a highly attractive segment for American suppliers.  A visionary and powerful Discover America Committee was formed in Denmark in 2016, clearing the way for better access to the Danish market place, just as closer Discover America Nordic cooperation ensures the opportunity for Nordic-wide marketing activities and business ventures.  In 2016, approximately 5 percent of Danish travelers chose the U.S. as their preferred travel destination.  They also picked to have at least 4 overnight stays. Individuals who travelled from the Nordic region (Denmark, Sweden, Norway, Iceland, and the Baltic states) to America surpassed 1.4 million in 2016. The Nordic region is also the fourth largest region in Europe that travels to the U.S. 

Market Demand

•    Despite being a mature market, the Nordic countries continue to show impressive growth rates and with 5-6 weeks of annual paid vacation, demand continues to be high.  The region is the fourth largest European market for inbound travel to the U.S. and it is expected that the number will increase in 2017.  Compared to other markets, the region has the second highest per capita travel rate to the United States at 4.09% out of a population of 25 million.

Best Prospects
•    California, Florida, and New York City, locally called the “Big Three,” are still the most popular destinations when Danes visit the U.S. Over a period of years, the U.S. has grown to become the most popular overseas destination for Danish tourists.  Many travelers are now returning visitors and whereas first and second time visitors tend to choose one of the “Big Three” destinations, return visitors are becoming increasingly adventurous and willing to explore new regions.  Fly/drive packages are increasingly popular and California's State Highway 1 is the top route for many “road trippers.”  Danes are becoming more eager to go in-country and explore “the real America.”

•    Fly/Drive packages combining 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.  Consequently, operators are now offering more individualized packages, such as Harley Davidson packages and motor home vacations.

•    Shopping still tops the list of leisure activities when Danish travelers visit the United States and short city-breaks have grown ever more popular due to the fairly 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.
 

Opportunities

Upcoming trade and consumer events in Denmark in 2019:
o    Ferie For Alle - Herning - Feb 2019     
o    Discover America Workshop – Copenhagen - March 2019

Resources

•    The Danish chapter of Discover America was re-launched in 2011 with significant innovations.  A new board of executives is pursuing new goals and initiatives to promote tourism to the U.S., in line with the long-term aims of the 30 members of Discover America.  Discover America Denmark has established 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 key executives from the airline; airports; tour operators; travel agents; corporate; and meetings, incentives, conferencing, and exhibitions (MICE) industries.

•     Discover America Denmar.

For more information, please contact Bjarke Frederiksen, Head of Commercial Section

 

Prepared by our U.S. Embassies abroad. With its network of 108 offices across the United States and in more than 75 countries, the U.S. Commercial Service of the U.S. Department of Commerce utilizes its global presence and international marketing expertise to help U.S. companies sell their products and services worldwide. Locate the U.S. Commercial Service trade specialist in the U.S. nearest you by visiting http://export.gov/usoffices.