Winter is the new record season for Denmark’s tourism industry
The number of overnight stays has increased by 50 per cent during the winter season compared to 2010, shows new data from Statistics Denmark. Skallerup Seaside Resort in northern Jutland has successfully attracted tourists with sea infusions and special off-peak discounts.
Winter is coming – and that’s a good thing, if you ask the Danish tourism industry.
New data from Statistics Denmark shows that the number of overnight stays has increased by 50 per cent in the winter season in 2018 compared to 2010.
“The new and vast range of experiences – including cultural experiences – means that both Danish and international tourists come flocking, also outside the traditional high season,” says Sune K. Jensen, Head of the Secretariat for Tourism and Experience Economy at the Confederation of Danish Industry (DI).
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Sea infusion and two-for-one discounts
At Skallerup Seaside Resort in northern Jutland, they’ve created the concept “365 Great Days”, guaranteeing guests the same experiences and activities all year round. In addition, the holiday resort, with its 282 holiday cottages and apartments, has winter-specific offers for tourists who stop by the North Sea coast during the winter season.
If this growth continues, we’ll see tourism as a whole-year business in the rest of the country as well. Head of the Secretariat for Tourism and Experience Economy at DI Sune K. Jensen
“In the winter season 2018/19 we’ve had great success with our new sea infusions. It’s a combination of winter swimming and sauna infusions in our mobile sauna, which is especially popular with our guests during the colder months,” says CEO Jørgen Høll, Skallerup Seaside Resort.
The resort has also put together special offers for regular guests, such as two-for-one cottage rentals in selected periods.
“This has resulted in even more guests during the winter season. In fact, we hardly have a low season anymore. To put it humbly, we’ve got a rather good occupancy rate,” he says.
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Growth in the entire country
Head of the Secretariat for Tourism and Experience Economy at DI Sune K. Jensen explains that the new tourism data also shows an increase the number of overnight stays during the high season – albeit “only” 13 per cent.
“Denmark is generally becoming a year-round destination. This is the also the case with attractions such as Tivoli Gardens, which offers activities for guests all year round,” he says.
Sune K. Jensen explains that Copenhagen has already more or less eliminated its low season.
“If this growth continues, we’ll see tourism as a whole-year business in the rest of the country as well – naturally with a high season during the summer months, but without a real low season in winter,” he says.
