VisitDenmark's latest market analysis reveals that four million Swedes are interested in holidaying in Denmark within three years. To attract more Swedish tourists, VisitDenmark emphasizes the need to communicate concrete holiday experiences, challenge perceptions and show that Denmark offers good value for money.

A new market analysis from VisitDenmark shows that 47 percent of Swedes are interested in vacationing in Denmark within the next three years. This corresponds to around four million potential guests and underlines that Denmark has a strong position in the Swedish market.

However, the analysis also points to a significant challenge: Swedes' knowledge of Denmark as a travel destination is often superficial and concentrated on Copenhagen and a few well-known attractions. Only 36 percent of Swedes in the analysis feel that they have an in-depth knowledge of what Denmark can offer as a holiday destination.

”"Although Swedish overnight stays have decreased for several years, the analysis gives an optimistic picture and confirms that there is much to be gained from the Swedish market, if we approach it in the right way," says Åsa Lindberg, Marketing Manager for VisitDenmark in Sweden.

”"In marketing, we must give Swedes concrete reasons to travel here and inspire through stories about local places, food and people that provide a varied and nuanced picture of Denmark," continues Åsa.

Clear value for money

Even though the majority of Swedes lack more detailed knowledge about Denmark as a travel destination, it is not necessarily a lack of knowledge that prevents them from traveling here.

It is primarily price, image and competition that make Swedes choose destinations other than Denmark in the purchasing situation, the analysis shows.

”"Swedes know Denmark and have a fundamental sympathy for our country, but many fall away in the decision-making process because it is not clear enough what Denmark can offer beyond the well-known. Therefore, we have a big task in spreading knowledge about the more unknown sides of Denmark and showing Swedes that Denmark has much more to offer than they think - and that they get value for their money in Denmark," says Åsa Lindberg.

Swedes generally perceive Denmark as an expensive destination, but the analysis shows that Swedes are willing to pay when the value is clear. The challenge is therefore not the price itself, but to give Swedes a clear picture of what they are getting for their money.

Turn the tide

When VisitDenmark initiated the analysis in 2025, the aim was to get a more nuanced picture of Swedes' perception of Denmark as a travel destination and insight into what is needed to attract more Swedes to Denmark again.

As a neighboring country, Denmark is an obvious destination for Swedes, who are an important target group for the Danish tourism industry. However, Swedes' travel activity has decreased significantly for several years due to both COVID-19 and a tight economy.

It is this development that VisitDenmark wants to help turn around and attract more Swedes to Denmark again.

”"The economic situation in Sweden has made it expensive for Swedes to travel for several years. But Swedes have now been given more room in the economy, and we see positive trends in Swedish overnight stays, which have so far increased by 3.2 percent in 2025 compared to the previous year. Even though competition is fierce, we are convinced that with the right efforts and together with our partners, we can turn the tide and get Swedes back on holiday in Denmark," says Åsa Lindberg at VisitDenmark in Sweden.

The effort has already begun. Between Christmas and New Year, the first campaign aimed at Swedish families with children was launched on TV4, and more will follow during the winter and spring.

Some key insights from the market analysis:

• 4 million Swedes are interested in vacationing in Denmark
• Most Swedes perceive Denmark as a destination for a short holiday
• Families with children have great growth potential, but are also very price-conscious
• The travel decision is often made 1–3 months before departure and is based on concrete searches and offers.
• Swedes primarily associate Denmark with Copenhagen, Tivoli, Legoland and food.

The market analysis was conducted by Epinion and is based on both qualitative interviews and more than 1,300 online surveys. The analysis therefore provides both depth and breadth in the understanding of Swedish travelers' needs, barriers and travel motives.