Travel and tourism is the largest industry in the world. Tourism is the business of providing information, transportation, accommodations, and other services to travelers. The industry is established almost everywhere in the world. According to the United Nations, international tourism has more than tripled over the past 30 years, accounting for thirteen percent of all foreign trade.
The country of Denmark consists of one peninsula and more than 400 islands. Denmark's capital city, Copenhagen, is stunning and picturesque, despite being home to nearly one million people. It is a large city yet has the feel of a quaint town, thanks to its cobbled streets, shops and restaurants, street musicians and vendors. The Danish people are known for their friendliness and hospitality.
Denmark offers an excellent public transportation system, along with a plethora of activities, such as hiking, biking, art shows and more. The city is also filled with large parks and gardens, as well as architectural wonders. Denmark has one of the highest standards of living in the world. Copenhagen is a family-oriented city with museums, cultural attractions, a lively nightlife, cafes, restaurants, and entertainment.
One would think that Denmark, with its wonderful culture and abundant resources, would be a top tourist destination. However, it is not. Denmark enjoyed a sharp increase in tourism between the late 1980's and early 1990's but the industry has remained steady since then.
Aims and Objectives
The aim of this research paper is to establish methods in which destination marketing would be successful for Denmark. This paper will...
It will also examine reports on tourism to pinpoint trends in the market. Finally, this paper will present a destination marketing plan for Denmark.
Literature Summary
Tourism is now Denmark's fourth largest industry. During the first years of the 1990s, Denmark saw tourism soar from 25 million registered bed nights in 1988 to 43 million in 1992. Since 1993, however, the level of tourism has remained fairly constant at around 44 million bed nights.
A recent Danish Tourist Council survey reveals that tourism provides 80,000 jobs in Denmark. For decades, tourism in Denmark has been synonymous with rental of summerhouses. However, recent reports show that there is currently a larger turnover, as well as an increase in revenues and employment generated from business travel.
Foreign one-day trips to Denmark are on the top of the top-15 list measured according to turnover and employment. A large amount of tourists come to Denmark just for a day.
To promote tourism in Denmark, destination marketers should target business people and wealthy weekend tourists from the United States, Germany, Southern Europe, Sweden and Russia.
According to the Danish Tourist Council, foreign tourists who stay more than two days in Copenhagen spend an average $186 per day for hotel, food, shopping, and more.
Methodology
The future of tourism in Denmark depends on the projection of a new image expressed through a new advertising concept. Denmark has so much to offer tourists, and it should promote its assets, which include…
