A mature market looking for new products

Denmark is a market where the vacation budget remains sacred. The new trends in this market are slow tourism and sustainable development, and are now anchored in the research of these environmentally conscious consumers. The French and Ardennes offer could gain market share, particularly with developing themes, such as active stays, gentle roaming and sustainable tourism.

The main data from the Danish market:

• Population: 5,9 million inhabitants (2021);
• Main emitting basins: Copenhagen, Aarhus, Odense;
• Around 25% of nights are spent in outdoor hotels;
• GDP per capita in 2023: $68 (US Dollar);
• Evolution of GDP in 2022: +3,6%;
• Average unemployment rate 2023: 5,1%;
• Inflation forecast in 2024: +2,8%;
• Denmark ranks 16^e contributor to tourism revenue for France;
• 17 DKK (Danish crowns, or €233) spent on average per traveler in 2312. Before the pandemic: 2023 DKK;

Some market trends and recommendations for addressing them:

A digital-oriented clientele:

• 80% have a digital customer journey;
• 70% of reservations are made directly online;
• They find inspiration on social networks. Instagram is the most popular network as a source of travel ideas (40%);

In search of quality and durability

• They stay in 4/5* hotels or resorts and 25% in outdoor hotels;
• Attentive to the quality/price ratio;
• Everyone is sensitive to environmental issues, especially since Covid-19;
• Search for green alternatives and committed service providers;

Heliotropism

• The climate is 3^e most important factor when choosing the destination;
• They are looking for a sun guarantee;

_{sources: Phocuswright, Virke}

Danish consumers are ready to significantly increase their travel budget. According to Amadeus, they will spend 28% more than a year ago in the next 12 months. And, if we take all Nordic travelers, they have between 5 to 7 weeks of leave per year, travel more and more as they age and 45% of nights are spent out of season.
_{Sources: Nordic Economic Briefs n.37 57, OECD, Standby.dk and Phocuswright, Virke}

The Danish specificity lies in the essential concept of “ The setting is appealing, comfortable and welcoming and has earned its own name among the Danes: hygge. », untranslatable term meaning well-being, intimacy, conviviality. This feeling of individual and collective well-being arises from sharing quality moments between people who appreciate each other.

So, when traveling, Danish families are not looking for a kids' club, but rather want to be able to share moments together. The major holiday themes sought by the Danes are nature and the mountains. They want to enjoy the great outdoors and the diversity of the French territory in summer and winter.

They pay attention to quality, for example with always neat interiors, or pay increasing attention to gastronomy, the quality of products and their origin. The Danes are the leading consumers of “organic” products in the world.

France is 5^e international leisure destination for Danes in 2022. It is estimated that 630 Danish travelers will have visited France in 000, for a duration of 2022 days on average. According to forecasts, this figure should further increase by + 7,8% in 6. The main regions visited are: Île-de-France, Provence-Alpes-Côte D'Azur, Auvergne-Rhône-Alpes and Grand This is one of the reasons why the Ardennes have a card to play.

The France destination, although increasing (+ 17% of Danish tourists in 2022 compared to 2017), is therefore not in a leading position and remains strongly competitive, hence the need to supply the market with new and qualitative offers, particularly in the sustainable tourism sector.

Sustainability, a predominant factor in Scandinavia

• For 75% of Nordic tourism businesses, sustainability is essential;
• They are increasingly finding alternatives to flying (movement flygskam);
• 65% want the international rail offer to develop quickly;
• 42% of the Norwegian vehicle fleet is electric;

_{Source: Virke, Travelnews, Phocuswright, VisitDenmark, Nordicbench.}

4 strategic pillars identified for sustainable tourism in the Danish market

1. Unspoilt nature & outdoor activities: Strong practice of hiking, e-biking, cycling, various outdoor activities;
2. An abundance of local products: France differentiates itself from its competitors on this subject with the diversity of local products;
3. Small towns and villages with character: This is a strong point of the destination and allows France to differentiate itself from its competitors. The Danes seek authenticity;
4. Gentle travel guaranteed: The Danes appreciate gentle modes of travel (bicycle, e-bike, mountain bike, etc.);

How to work with Danish customers?

• Promising themes are priorities and the common thread of sustainability must be visible.
• This content must be worked on through B2C campaigns in partnership with local tour operators and OTAs (marketing platforms).
• Social media should be favored in these highly connected, very “mobile” and always avant-garde markets.

Strategic orientations

• France has many assets to attract Danish customers. Reassure and inspire are the key words for communication in 2023. Reassure customers, but also support B2B partners (tour operators and travel agents), to help them relaunch their programming with new France products closer to expectations of Danish consumers, particularly in terms of sustainability.
• Refine communication by working on themes with high added value such as sports trips and gastronomy. Work on the distribution of offers directly to consumers and strengthen cooperation with large online agencies for the development of popular city breaks and nature stays.

All key figures for the Danish market are available on this Atout France Scandinavia information sheet.

_{Sources: Atout France Denmark June 2023}

For all questions, just one contact at ADTA: Jauko Rappel – head of the promotion department

Contact

Jauko Rappel – head of the promotion department: reminder@ardennes.com