New data reveals that Danes chase sun but have widely different preferences when it comes to sun exposure during their summer holidays, with generational and regional contrasts becoming increasingly clear. Meanwhile, sunscreen sales are soaring as sun safety gains attention.
Generational Divide in Sunshine Priorities
A recent study conducted by YouGov on behalf of Spies, Denmark’s leading travel agency, highlights a growing divergence in how Danes chase sun during holiday travel, particularly between age groups. Among Danish adults aged 18 to 29, a striking 30% say it’s important that their tan shows they’ve traveled to a sunny destination—far higher than the 10% of people aged 40 to 49 who say the same. Interest in visibly tanning drops off entirely among those 60 and older, with just 4% wanting to return home with a noticeable tan. For some, coming home with a tan is still a must; for others, it’s not a priority anymore.
While younger travelers chase golden glows, older generations are more inclined to seek shade under umbrellas or prioritize sightseeing over sunbathing. Spies, which arranges vacation packages to nearly 400 destinations around the globe, says this variety of preferences speaks to the adaptability of charter vacations in catering to diverse traveler needs. It’s all about finding the kind of holiday that feels right.
Men and Women View Tanning Differently
The study also found gender differences in attitudes toward tanning. Overall, 15% of women prioritized getting a tan on vacation, compared with only 9% of men. In contrast, half of the male respondents stated they didn’t care about getting a tan at all, indicating that appearance-based motivations are less influential among men when it comes to sun exposure.
Regional Sun Habits Across Denmark
Preferences also varied based on geography. Residents of the capital region were nearly twice as likely (15%) to see tanning as an important vacation outcome compared to those in Region Zealand, where only 8% agreed. Additionally, 55% of travelers from Zealand said that getting a tan was not important to them—far above the average from other regions, which hovered between 43% and 45%.
In North Jutland, vacationers appeared to take the most relaxed approach to tanning, with 41% saying it was only “somewhat” important to get color while on holiday. This data illustrates that even within a small country like Denmark, cultural attitudes toward sunbathing and appearance vary markedly from one region to another.
Sunscreen Sales Skyrocket as Awareness Rises
Despite continued interest in achieving a tan, particularly among the younger demographic, sun safety is becoming a stronger part of the vacation conversation. According to Airshoppen, which supplies duty-free goods to passengers on Sunclass Airlines flights (used by Spies customers), sales of sunscreen products increased by more than 25% during the 2024/25 vacation season. Danes chase sun, and purchased over 30,000 bottles of sunscreen aboard flights—amounting to total sales of more than 4 million Danish kroner ($576,000).
SPF 30 remains the most commonly bought, but there is notable growth in the demand for SPF 50 products. This rise in higher-protection purchases reflects new public health guidance issued in March 2025 by the Danish Health Authority, which recommends using at least SPF 30 when spending time in the sun.
Hotels Reporting Shift in Sun Behavior
Spies reports that the emphasis on skin protection is visible at many vacation destinations. Hotel staff are increasingly receiving requests from guests for higher SPF options and more detailed information on when and how often to apply sunscreen. Notably, more guests are now taking care to reapply around midday, when UV radiation intensity peaks.
Previously seen as a trade-off between sun-kissed looks and healthy skin, sun safety and tanning now seem to co-exist as part of a balanced vacation goal. Travelers are more aware of long-term effects from overexposure and are adjusting their behavior accordingly, especially younger tourists who appear to want both glowing skin and good health.
A Tailored Vacation Experience
From sun worshippers spending hours poolside to adventurous tourists seeking local experiences away from the sun, the Danish charter vacation is being reshaped by travelers’ increasing demands for personalization and wellness. The findings underline the continued importance of offering flexible travel options that accommodate varied preferences—from shaded parasols to sun-drenched excursions.
As Denmark’s largest travel provider, Spies continues to respond to shifting trends, helping travelers protect their skin while still soaking up the joy of a sun-filled escape. The evolving attitudes paint a picture of a nation that loves its summer vacations but is becoming smarter—and safer—about how it enjoys them.
