The Danish tourism industry is experiencing another strong summer, fueled by a record-setting 2024 and increasing global interest in the country as a travel destination. Early data from summer 2025 signals continued growth, especially in hotel bookings and brand appeal.
Hotel Stays on the Rise
Preliminary figures from June 27 to July 20 show that hotel bookings in Denmark rose by 2.6% compared to the same time last year, according to the Danish Chamber of Commerce (Dansk Erhverv). With a hotel occupancy rate reaching 78.3%, up 4.2% from last summer, the industry anticipates that 2025 could match or even surpass the record year of 2024.
Average hotel room prices between late June and mid-July climbed to DKK 1,096 (about $157), representing a 3% increase year-over-year. However, when adjusted for inflation, prices have remained relatively stable. Hotel prices are increasing a bit but are still fair when you consider the effect of inflation.
These figures suggest that Danish tourism is on a strong trajectory, with both international and domestic travelers engaging in summer getaways across the country. More people, both from Denmark and abroad, are enjoying summer trips all over the country.
Challenges in the Holiday Home Market
While the hotel sector is booming, the rental market for holiday homes—typically popular along coastlines and rural areas—has faced a more sluggish July. The downturn is attributed mainly to a delay in summer school holidays in northern Germany, a key source market for holiday home renters in Denmark.
Industry analysts remain optimistic that the market will rebound later in the season as German vacationers begin their holidays in August.
A Record-Breaking Year in 2024
In 2024, Denmark registered its highest-ever number of tourist overnight stays, totaling 65.2 million, an increase of 2.3% compared to 2023. Of these, 34.2 million were by foreign visitors—a 5.2% rise over the previous year.
Overall Danish tourism related spendings reached DKK 168.5 billion (approximately $24.1 billion) in 2024, underscoring the industry’s growing contribution to the national economy.
Copenhagen Leads the Way
Copenhagen continues to play a central role in the success of Danish tourism. The capital’s strong global reputation, appealing nightlife, culinary scene, and high quality of life have made it a top destination for both first-time and repeat visitors. Travel and marketing experts attribute much of Denmark’s rising popularity to the city’s robust brand value, which is currently considered stronger than ever.
VisitDenmark, the country’s official tourism organization, reports steady growth in international interest year-round—including in off-peak seasons, driven by unique experiences like winter swimming and hygge-focused retreats.
Maintaining a Sustainable Balance
As tourism grows, concerns about overtourism—particularly evident in other parts of Europe like Barcelona, Venice, and Santorini—are being taken seriously in Denmark. Industry leaders are advocating for a balanced approach that serves both local communities and international visitors.
Unlike many Southern European hotspots, Denmark has so far avoided severe overcrowding. Even its most popular destinations such as Skagen, Blokhus, or inner-city Copenhagen do not match the density seen in heavily visited Mediterranean destinations.
Still, leaders in the tourism and hospitality sectors stress the importance of sustainable planning to ensure that growth doesn’t come at the expense of the environment or the local way of life.
Global Tourism Trends Provide Opportunity
Denmark’s tourism boom fits into a wider global trend. According to the UN World Tourism Organization (UNWTO), 1.4 billion international tourist arrivals were recorded in 2024, with Europe alone accounting for 747 million of those.
With infrastructure capable of supporting larger numbers and a diversified offering that includes urban experiences, coastal escapes, and cultural heritage, Denmark is well-positioned to capitalize on this global travel boom.
If early indicators hold, 2025 could become a landmark year in Danish tourism—not just in volume, but also in value, experience, and reputation. For now, the country remains one of the bright stories in European travel.
