TravelBI by Turismo de Portugal

Markets

Denmark

Market Characterization for Portugal

In 2024, Denmark positioned itself as the 14th tourist market for Portugal measured by the overnight stays indicator (share: 1.2%) and 18th in terms of guests (0.9%). In 2024, the Danish market recorded around 180.3 thousand guests (var.24/23: +10.6%) who generated 651.4 thousand overnight stays (var.24/23: +8.6%). It stands out as the 19th market in terms of tourist receipts with €219.3 million (share: 0.8%), up 15.6% on 2023.

In terms of overnight stays, Madeira was the main destination for Danish tourists visiting Portugal (31.6%), followed by the Algarve (22.1%) and Greater Lisbon (20.6%). In terms of type, overnight stays in hotels predominated (58.6%), followed by apartment hotels (15.5%) and local accommodation (13.6%).

Portugal ranks 10th in total outbound air flows from the market; during this period, the airlines that transported Danish tourists to Portugal were: TAP (share: 27.3%), Ryanair (20.4%), Norwegian Air International (17.4%), Klm Royal Dutch Airlines (9.3%), Sas (8.3%). The majority of operations originate in the cities of Copenhagen (79.4%), Billund (14.5%) and Aarhus (6.7%).

It should be noted that Danish tourists stay an average of 12.0 nights in Portugal (ForwardKeys); the majority buy direct airline tickets (share: 74.6%); and travel as a couple (30.8%).

According to SIBS data, Greater Lisbon will account for 38.2% of the 48.0 million euros in card purchases originating in Denmark in 2024. Madeira comes in 4th place (share: 12.9%), after the Algarve (22.1%) and the North (16.8%).

2024 Position | Year-over-Year Change

Guests 0.2M 18º | 10.4%

Overnight stays 0.7M 14º | 9.5%

Tourism revenue 219.3M€ 19º | 15.6%

Disembarked passengers 0.3M 18º | 17.0%

Market Profile

Change 24/23

6.0 M Population

0.5 %

77641.1 USD GDP per Capita

4.3 %

1.5 % Inflation Rate

-1.9 pp

34.7 % Savings Rate

0.1 pp

Denmark is a European country with 5.98 million inhabitants in 2024 and was the world's 36th largest economy.

According to Globaldata, in 2024 Denmark was the world's 26th largest source market for tourists, generating 12.4 million trips and accounting for 0.8% of total global tourism demand. Around 92.0% of flows are concentrated on the European continent. The 4 main regions sending Danish tourists to Portugal were Copenhagen (share: 79.4%), Billund (14.5%), Aarhus (6.7%) and Aalborg (3.3%).

In turn, 61.7% of trips abroad made by Danish tourists in 2024 were by air, 35.1% by land and 3.2% by sea.

Team

Info.Denmark@turismodeportugal.pt

004533131200

Perspectives

IMF figures indicate that the Danish economy grew by 2.5% in 2023, despite the current international climate, in particular the conflict in Ukraine, the war in the Middle East, rising energy costs and the cost of other raw materials and intermediate goods, and for 2024 and 2025 growth is expected to be 1.9% and 1.6% respectively.

According to GlobalData, between 2025 and 2028, international departures by Danish tourists abroad are expected to grow at a CAGR of 3.8%, reaching 14.5 million departures in 2028. Spending by Danish tourists abroad is expected to increase at a CAGR of 7.3% over the same period.

According to OAG Scheludes Analyser, considering the 2025 summer season compared to the 2024 season (April 1st and September 30th), the following number of airline seats are expected to be available for the main European destinations: Spain: 900,000 seats (-6.8%), Italy: 785,000 (-12.5%), Turkey: 440,000 (+10.0%), Greece: 220,000 (-7.3%), Portugal: 180,000 (-10.7%) and Croatia: 160,000 (-5.0%).

According to Google Destination Insights' accommodation searches for March 2025, in terms of the number of searches, Germany has a 16.7% share, Spain (8.4%), Italy (6.7%), France (6.0%), Turkey (4.3%), Greece (3.3%) and Portugal (1.4%).