A wave of city dwellers, particularly from Copenhagen, has been moving to Thy in northwestern Denmark, transforming the remote coastal region from a forgotten backwater into a trendy destination for those seeking slower living. However, lifestyle experts warn that newcomers must be careful not to create isolated bubbles that exclude the local population.
From “Rotten Banana” to Booming Destination
Ten years ago, the small shop in Klitmøller only occupied a quarter of its current size. Back then, it was hard to sell organic products to the town’s residents. Today, the shelves overflow with them.
The same transformation has happened at the local wine bar, where natural wine fills the glasses, and in shops where locally designed clothing made from organic materials fills the windows. Klitmøller has experienced a population increase of 45 percent over the past decade. This development can also be felt in other coastal towns throughout Thy.
Entrepreneurs have discovered Thy, especially those from Copenhagen. But it hasn’t always been this way. Cultural journalist Magnus Møller, who grew up in Thy and now lives in Copenhagen, remembers when the area was called a “rotten banana,” the former nickname for Denmark’s peripheral regions.
Turning Weaknesses Into Strengths
Now Møller has returned to his hometown to investigate why the area is once again attracting city dwellers in his podcast series “Tilbage til Thy” (Back to Thy). What makes people pack their moving boxes and relocate as far from the capital as possible?
Jacob Holst Mouritzen, a lifestyle expert and strategy consultant, believes the answer lies in the landscape of dunes, waves, and vast open spaces. Thy has turned its weaknesses into strengths from a branding perspective, he explains.
The area stands in sharp contrast to metropolises like Copenhagen and everything that drew people to big cities in the 2000s and 2010s. Back then, large glass and concrete buildings, business, culture, and city life were appealing, along with trends and fashion on the streets.
The Rise of Slow Living
Over the past ten years, a countermovement has emerged that gained momentum during the coronavirus pandemic. It’s called quiet living or slow living. This represents the complete opposite of being busy. Thy has convinced many that things move a bit slower here, while the area offers quality, culture, and fantastic nature.
Escaping the Stress of City Life
This contrast to Copenhagen is exactly what attracted newcomers Sofie Wulff and Mia Borg to pull up stakes from the capital and move to Thy. Wulff brought her family to Klitmøller and now works as a psychotherapist while managing social media for a local clothing brand.
Living in a city with stress and rushing around with a small child became too much. She needed a place where she could find peace. And she found that peace in Thy.
Wulff says she doesn’t experience any conflicts between locals and newcomers from Copenhagen. Everyone shares the same love for nature, and those are the values that bind them together.
Mia Borg, who now works as an independent consultant for Thy Tourism Council in Vorupør, also feels there’s more room to breathe in Thy compared to the capital. Besides her tourism work, she makes ceramics and enjoys being creative with space for her thoughts to grow. There wasn’t room for that in Copenhagen.
A Different Kind of Peace
The family had considered moving to Bornholm, also known for creative communities. But Borg finds Thy different because it’s rawer and has a different kind of calm. There’s a local community, and people have conversations with the fishermen.
The Risk of Creating Bubbles
According to lifestyle expert Mouritzen, it’s essential that newcomers maintain good relationships with local Thy residents. Creating an environment that benefits both original and new residents requires a delicate balance.
Newcomers must be careful that the cultural class doesn’t suddenly invade Thy, where many original residents might feel alienated and excluded from the new community. The locals should not be shut out.
Local troubadour and comedian Martin Kanstrup isn’t entirely sure all newcomers are equally good at this balance. He notices that many transplants from the capital have a specific idea about Thy when they move to the area.
Mouritzen warns Copenhagen transplants about ensuring they don’t end up in a bubble where the culture from the capital remains the same, just in a different location. It’s somewhat paradoxical to search for a smaller society where you can be part of a stronger community focused on people, slow living, and quality rather than fleeting relationships, yet end up sitting together in small enclaves with people who look just like you.
Spotting the City Transplants
Comedian Kanstrup explains that you can quickly spot the newcomers from Copenhagen. Even though raw nature attracts new residents, it’s also what might potentially scare them away again.
They want to live here because of the environment they’ve created and because of nature. But some are surprised that when locals talk about raw nature and wind, they’re not just playing around. It doesn’t just stop again.
In Vorupør, some young entrepreneurs adjust their schedules around when they can also surf. Despite the challenges of integration, the transformation of Thy continues. The question remains whether this represents sustainable development or just a temporary trend that will fade when the next popular destination emerges.
Sources and References
The Danish Dream: What Is It Like to Live in Denmark as Told by a Dane
The Danish Dream: Buying Property in Denmark for Foreigners
DR: Københavnerne i Thy er til at kende: ‘De ligner mere fiskere, end fiskerne gør’
