Historically few Swedes have visited Denmark this year due to strict travel restrictions between the countries. Despite the country opening up to all of Sweden at the beginning of August, only a small increase is visible – and now the Danish government wants to attract more tourists across the Sound.
The number of Swedish overnight stays in Denmark during August amounted to 71,599, a decrease of 66.4 percent compared to the same month last year. From January to August, the drop is even greater – a full 76.7 percent fewer Swedes have spent the night in the neighboring country compared to the same period last year, according to the Danish state tourism organization Visit Denmark.
”"This is exceptional. We haven't seen such numbers before," says Henrik Göthlin, the organization's PR coordinator for Sweden.
A broad majority in the Danish Parliament has now decided to invest money to increase the marketing of Denmark as a tourist destination in a new support package – in an attempt to attract more Swedes to the country, among other things. Visit Denmark's Swedish branch recently resumed its regular advertising campaigns, after they were paused during the pandemic.
”"The aim has been to reach the Swedes and tell them that the borders have opened. We haven't spent a lot of extra money, it's the same amount for marketing as we have during a normal year," says Henrik Göthlin.
The tourism industry in Denmark generates an annual turnover of 132.5 billion Danish kroner and creates an estimated 169,000 full-time jobs in Denmark, according to the newly launched Danish Restart Group for Tourism and Experience Economy. The group estimates that the tourism industry is facing a prolonged crisis and that Denmark will lose 30 billion Danish kroner in tourism revenue this year.
The most important markets are, in order of size, Germany, Norway and Sweden. From January to August this year, the number of German overnight stays decreased by 29.8 percent compared to the same period in 2019.
”"Tourists from Germany have not been subject to the same restrictions as Swedish tourists. As there were lower infection rates in Germany, the border could be opened earlier than the border with Sweden. This is one of the reasons why the number of tourists from Germany has not decreased as much."”
The debate about the countries' different strategies in dealing with the pandemic, could it affect travel between Sweden and Denmark?
”"In the long term, I don't think it will have any impact. I think travel will increase if the borders are kept open. Most people still want to travel and I think Denmark will be considered a good destination because it is so close and because it feels safe," says Henrik Göthlin.
