Markets
Denmark

Market Characterization for Portugal

In 2025, Denmark ranked as the 14th largest source market for Portugal in terms of overnight stays (share: 1.1%) and the 19th in terms of visitors (share: 0.9%). In 2025, the Danish market recorded approximately 171,700 guests (year-over-year change: -4.5%), who generated 629,400 overnight stays (year-over-year change: -4.1%). It stands out as the 19th largest market in terms of tourism revenue, with €220.2 million (share: 0.8%), up 0.1% compared to 2024.

In terms of overnight stays, Madeira was the top destination for Danish tourists visiting Portugal (31.9%), followed by Greater Lisbon (21.8%) and the Algarve (20.4%). By type of accommodation, hotel stays predominated (58.5%), followed by apartment hotels (15.7%) and private lodging (12.6%).

The main airlines that carried Danish tourists to Portugal were: TAP (share: 37.3%), Norwegian Air International (22.1%), SAS Scandinavian (15.7%), Ryanair (12.5%), and Copenhagen Airtaxi (4.8%) Most flights originated from the cities of Copenhagen (92.9%) and Billund (5.1%).

According to SIBS data, Greater Lisbon accounts for 38.5% of the 48.4 million euros in card purchases originating from Denmark in 2025. Madeira ranks 4th (share: 12.1%), after the Algarve (21.1%) and the North (17.0%).

2025 Position | Year-over-Year Change
Guests 0.2M 19º | -4.6%
Overnight stays 0.6M 14º | -4.1%
Tourism revenue 220.2M€ 19º | 0.1%
Disembarked passengers 0.3M 20º | -2.7%

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
35.4 % Savings Rate
0.0 pp

Denmark is a European country with a population of 6.0 million in 2024 and was the 35th largest economy in the world, ranking 15th in Europe.

According to Globaldata, in 2024 Denmark was the 30th largest source market for tourists worldwide, generating 12.4 million trips and accounting for 0.8% of total global tourism demand. About 90.4% of tourist flows are concentrated on the European continent. The four 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 taken by Danish tourists in 2024 were by air, 35.1% were by land, and 3.2% were by sea.

Team

Info.Denmark@turismodeportugal.pt
004533131200

Perspectives

IMF data indicate that the Danish economy grew by 2.5% in 2023, despite the current international situation, particularly the conflict in Ukraine, the war in the Middle East, and rising costs for energy, raw materials, and intermediate goods. Growth of 1.9% and 1.6% is projected for 2024 and 2025, respectively.

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

According to OAG Schedules Analyzer, comparing the 2025 summer season to that of 2024 (April 1 to September 30), the following number of available airline seats is projected for major 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 reported as of March 2025 in terms of search volume, Germany accounts for a 16.7% share, Spain (8.4%), Italy (6.7%), France (6.0%), Turkey (4.3%), Greece (3.3%), and Portugal (1.4%).

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