The Confederation of Danish Industry (DI) based on figures from Statistics Denmark found that Denmark could have three million more overnight stays, and the tourist industry could bring in 2.5 billion kroner (336 million euro) more in revenue than it actually earned. However, the country has failed to make it to the competitive level as that of its neighbouring countries owing to it lack in development.
Denmark saw an increase of just 23% in its overnight stay count whereas the neighbouring countries have increased by 38 percent on average since 2008. Head of Tourism at DI Sune K. Jensen said that this corresponds to the Danish tourism industry missing out on 2.5 billion kroner in revenue. And the reason is, among other things, that other countries are better at attracting tourists outside the summer season,” he says.
CEO of a Danish resort, Niels Bro said that the least busy month is January but still there are still tourists in 40 percent of the houses. They are hoping to capitalise on the weak season. Skallerup Seaside Resort’s annual revenue in all its business areas of approximately 125 million kroner (16.8 million euros). The commercial foundation directs its entire surplus back into itself in the form of investments.
Since 2000, Denmark has been 30% lower in investment than those of the neighbouring countries. This is one of the major reasons why tourism is taking a backseat here, Tourists demand activities and quality at high level. DI’s Head of Tourism encourages players to think bigger – like in western Jutland, for example, where the 550-kilometre long North Sea coastal stretch is to become one unified coast destination that ranks among the top in Europe. Bro wants to think on a bigger perspective and said that they need to look for a master plan.
