Every year, 500,000 Danes go on a skiing holiday abroad.
For many, Sweden is a classic winter destination, and in the eyes of the Danes, winter Sweden has a strong position as a child-friendly destination. Less well-known is Sweden's wide range of tougher slopes, unique opportunities for cross-country skiing and spectacular experiences such as heli-skiing. Right now, a winter campaign is running from Visit Sweden and a number of Swedish ski destinations, "Sweden is cold", which is intended to broaden the image of Sweden.
The number of Danes traveling abroad for winter holidays is relatively constant and is not expected to grow significantly in the coming years. Sweden's main competitors in the Danish market are Norway and Austria, and this year's winter campaign therefore also highlights Sweden's many opportunities for more challenging skiing, something that competitor countries are better known for. The goal is to make Sweden exciting even for the more advanced skiers in families, to get them to discover new things and return to Sweden year after year.
– Danish ski travelers already appreciate the child-friendly Sweden, but have a vague idea of the wide range and number of ski resorts. If Swedish ski destinations are to receive more bookings and more revenue, we need to convince the Danes that Sweden is at least as good as, for example, Norway, says Anne Schöltz Bjerregaard, Country Manager for Denmark at Visit Sweden.
Visit Sweden has analyzed how Danish ski tourists book their trip and what their image of Sweden is compared to competing winter destinations. Many have already decided which country they want to go to before they start searching for offers online, and often the same destinations apply as in previous years. 75 percent plan and book their trip themselves, mainly online. Eight out of ten Danish ski tourists travel to their destination in Sweden in their own car.
Visit Sweden's winter campaign is now inspiring Danes in several channels and runs until March. Short inspiring films are now being distributed via YouTube, web TV, Instagram and Facebook. Through a media partnership with Berlingske, Danes can read articles about Sweden. Danish journalists and influencers are given facts and inspiration to tell their own stories about winter experiences in the neighboring country, including by visiting several ski destinations themselves. Visit Sweden's official website in Danish contains articles and guides about Sweden's range of winter experiences, which help Danes find the destination that suits them.
Participating in the campaign are Isaberg Mountain Resort, Mullsjö Alpin, Falköping Alpin, Next Skövde, Kläppen Ski Resort, Stöten i Sälen, Idre Fjäll, Orsa Grönklitt, Destination Lofsdalen, the West Sweden Tourist Board, Visit Värmland, Visit Dalarna and Jämtland Härjdedalen Tourism.
