Tourism in Denmark. - creates jobs and growth

Tourism in Denmark - creates jobs and growth

TOURISM IN DENMARK CREATES VALUE TO THE DANISH SOCIETY 97.5 bn. DKK Turnover created by tourism in Denmark 3.5% Tourism s share of Danish export trade 118,000 jobs Created by tourism 40.0 bn. DKK. Generated VAT and taxes by tourism 1 Source: VisitDenmark, The Economic Contribution of Tourism in Denmark 2015

TOURISM IS A GROWING INDUSTRY WORLDWIDE International tourist arrivals in millions World Europe Worldwide there are over 1.2 billion tourist arrivals every year. 928 892 951 994 1.041 1.088 1.137 1.189 1.235 497 471 489 520 540 566 580 608 620 2008 2009 2010 2011 2012 2013 2014 2015 2016 2 Source: UNWTO. Tourist arrivals are measured as the number of tourists with at least one overnight stay..

TOURISM IS ALSO GROWING IN DENMARK Bednights in Denmark in millions Danish International Total 2016 was a record year for Danish tourism. 51.5 million bednights is the highest number ever recorded. 44,7 42,2 43,1 44,7 44,4 44,5 46,8 49,2 51,5 23,5 21,2 22,2 22,2 22,7 22,6 22,7 23,6 23,2 20,0 21,0 21,9 21,9 21,8 24,7 24,4 26,1 25,4 2008 2009 2010 2011 2012 2013 2014 2015 2016 3 Source: Statistics Denmark. Registered bednights at hotels, rented holiday cottages, holiday resorts, hostels, camping sites and marinas. Total bednights for leisure and business tourists.

POSITIVE GROWTH IN ALL BUSINESS AREAS Coast and rural tourism represents 72% of all bednights in Denmark. City tourism has increased by 85% from 2008 to 2016. Distribution of bednights 2016 Business tourism 7.1 million 14% Growth in bednights 2008-2016 Index 2008=100 City tourism 185 Business tourism 115 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. City tourism 7.4 million 14% Coast and rural tourism 37.0 million 72% Coast and rural tourism 107 2008 2009 2010 2011 2012 2013 2014 2015 2016 4 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.

Distribution of international bednights 2016 Norway 9.7 million 17% Finland 5.8 million 10% DENMARK HOLDS A STRONG POSITION IN THE NORDIC REGION Denmark 26.1 million 46% Sweden 15.6 million 27% Denmark Finland 10% Norway 17% Denmark has a 46% market share of the total amount of international bednights in the Nordic Region. 46% Sweden 27% 5 Source: Statistics Denmark and the Nordic statistical agencies.

HIGH MARKET SHARE ON KEY MARKETS Denmark s share of bednights in the Nordic Region (percent) 74% of all bednights from Germany in the Nordic Region are registered in Denmark. 2008 2016 Denmark s market share of the Dutch, Italian, French, American and British markets has increased since 2008. 45 46 72 74 55 51 41 45 45 42 23 35 28 33 22 30 19 19 15 21 31 32 6 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 Sweden

TOURISM CONTRIBUTES TO GROWTH IN MANY SECTORS Tourism turnover 97.5 bn. DKK 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. Retail 27.6 bn. DKK. Other products 18.8 bn. DKK Tourist products* 51.0 bn. DKK 7 Source: VisitDenmark, The Economic Contribution of Tourism in Denmark 2015. *Accommodation, restaurants, transportation services, culture, entertainment etc.

TOURISM IS ONE OF DENMARK S BIGGEST EXPORT INDUSTRIES Construction services 3.1% International tourists spend 38.9 billion DKK while in Denmark. This means tourism represents 3.5% of all Danish exports. Tourism compared to select export sectors Tourism 3.5% Electrical machinery etc. 4.2% Food etc. 8.2% Transport 22.0% 8 Source: VisitDenmark, The Economic Contribution of Tourism in Denmark 2015.

53% North Denmark Region 7.7 million (15%) 46% Central Denmark Region 10.8 million (21%) 47% 54% Bednights 2016 (share of total) International Danish MILLIONS OF BEDNIGHTS ALL OVER DENMARK Capital Region of Denmark 12.3 million (24%) Danish and international bednights are distributed 55% 45% almost equally in the Danish regions. Region of Southern Denmark 16.0 million ( 31%) Region Zealand 4.6 million (9%) 53% 47% 33% 67% 9 Source: Statistics Denmark. Registered bednights at hotels, rented holiday cottages, holiday resorts, hostels, camping sites and marinas. Total bednights for leisure and business tourists.

TOURISM GENERATES GROWTH AND JOBS ALL OVER DENMARK Tourism turnover in the Danish Regions Jobs created by tourism in the Danish Regions The Danish Regions all share the turnover and jobs generated by tourism. Zealand 10,3 mia. kr. 11% North Denmark 11,1 mia. kr. 11% Central Denmark Zealand 14.100 12% North Denmark 14.800 13% Central Denmark Denmark in total 97.5 bn. DKK 16,8 mia. kr. 17% Denmark in total 118.000 jobs 20.500 17% 39,9 mia. kr. 41% 45.700 39% 19,3 mia. kr. 20% 22.900 19% Capital Region Southern Denmark Capital Region Southern Denmark 10 Source: VisitDenmark, The Economic Contribution of Tourism in Denmark 2015.

DENMARKS 10 BIGGEST TOURIST DESTINATIONS BY TURNOVER 1. Copenhagen 23.3 bn. DKK 2. Aarhus 3.9 mia. kr. 3. Aalborg 3.2 mia. kr. 4. Ringkøbing-Skjern 2.5 mia. kr. 5. Varde 2.1 mia. kr. 6. Frederikshavn 2.0 mia. kr. 7. Bornholm 1.8 mia. kr. 8. Odense 1.7 mia. kr. 9. Vejle 1.7 mia. kr. 10. Helsingør 1.6 mia. kr. 11 Source: VisitDenmark, The Economic Contribution of Tourism in Denmark 2015.

32 MUNICIPALITIES HAVE MORE THAN 40% INTERNATIONAL BEDNIGHTS International tourists stand for 8 out of 10 bednights in Ringkøbing-Skjern, Lemvig and at Fanø. International tourists share of total bednights 2016 0% - 27% 27% - 40% 40% - 83% 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% 12 Source: Statistics Denmark. Registered nights at hotels, rented holiday cottages, holiday resorts, hostels, camping sites and marinas. Total bednights for leisure and business tourists.

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. Coast and rural tourism International tourists 19.3 bn. DKK City tourism International tourists 14.0 bn. DKK Business tourism International tourists 5.5 bn. DKK Danish tourists 26.0 bn. DKK Danish tourists 10.8 bn. DKK Danish tourists 21.9 bn. DKK Total 45.3 bn. DKK Total 24.8 bn. DKK Total 27.4 bn. DKK 13 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.

GERMANY IS DENMARK S PRIMARY INTERNATIONAL MARKET Holland 1.2 million Norway 2.5 million Bednights in Denmark 2016 Key markets International tourists account for 26,1 million bednights in Denmark. German tourists account for 57% of these. USA 632,000 Great Britain 899,000 France 245,000 Sweden 1.8 million Italy 342,000 India 81,000 China 221,000 Germany 14.8 million 14 Source: Statistics Denmark. Registered bednights at hotels, rented holiday houses, holiday resorts, hostels, camping and marinas. Total bednights for leisure and business tourists.

TOURISTS PRIMARILY STAY IN HOLIDAY HOMES OR HOTELS Hostels 1.8 million 4% Marinas 0.9 million 2% The distribution of the 51,5 million bednights in Denmark. Holiday resorts 4.0 million 8% Rented holiday cottage 8.6 million 36% Camping sites 11.1 million 22% Hotel 15.0 million 29% 15 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.

INTERNATIONAL COAST AND RURAL TOURISTS IN DENMARK Top 10 reasons for choosing a holiday in Denmark 1. Coast, sea and beaches 75% Visitors to the Danish coast and countryside are on a relatively long holiday in Denmark. They primarily travel as couples or as families. 6.9 Average bednights 3.9 Persons travelling together 470 DKK Average daily spending 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% 16 Source: VisitDenmarks Tourism Survey.

INTERNATIONAL CITY TOURISTS IN DENMARK Top 10 reasons for choosing a holiday 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. 2.7 Average bednights 1.7 Persons travelling together 1,690 DKK Average daily spending 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% 17 Source: VisitDenmarks Tourism Survey. City tourism covers leisure tourism in Copenhagen, Aarhus, Aalborg and Odense. * Covers City tourists in Copenhagen.

INTERNATIONAL BUSINESS TOURISTS IN DENMARK Purpose for travelling to Denmark Business tourism consist of individual business travellers, seasonal workers and participants for meetings and congresses. Business tourists have a high daily spend. 2.9 Average bednights 2,150 DKK Average daily spending* Meetings, conferences, exhibition etc. 40% Business trip, work, customer visits 60% 16% combines the travel with a holiday in Denmark 18 Source: VisitDenmarks Tourism Survey. *Covers business tourists staying at hotels.

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 Archipel... La mer n'est jamais loin! Friendly people, great shopping, interesting architecture Good safe destination with interesting history Pianura, città moderne, ordine e pulito Groen, vriendelijk, houten huisjes, strand, knusse stadjes, historie Weite, kleine malerische Ortschaften, wenig Verkehr 哥本哈根风景很好, 是购物的天堂 (Copenhagen has very beautiful scenery, and is a shopping heaven) Cold and dark, in a positive way Øl, sykkel, familieferie med leid hytte, seiltur, ferja, avslappet byliv Fina städer och mycket kultur. God mat och mycket att se och göra. Öl med trevliga människor och lättsam stämning 19 Source: VisitDenmark, International image- and potential analysis 2017 ( free associations). Chinavia, Survey of Chinese visitors to Scandinavia, 2013

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