Destination marketing strategies for Denmark's tourism industry

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 identify strengths and weaknesses in the Danish tourism industry. It will also examine reports on tourism to pinpoint trends in the market. Finally, this paper will present a destination marketing plan for Denmark.

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 a cozy atmosphere, an informal environment, excellent design and architecture, and creative talent.

There are many reasons why tourism has remained steady. The most important is that advertising and public relations for tourism in Denmark has not flourished. Many countries promote glossy brochures and massive advertising campaigns to attract tourists. Denmark does not seem to go too far out of its way to promote itself as a tourist destination. Denmark's advertising does not capture the essence of what the country really has to offer.

Demographic research shows the country's key visitors are adults 18 to 50-something years old and from medium-to-high income levels, and 3) living two to four hours away by car. Business and family travel is the fastest growing travel segment in Europe right now. Denmark would benefit from positioning itself as both a family destination and cultural city of entertainment.

Denmark marketing representatives should create brochures that feature honesty and credibility, with honest descriptions, rather than cliches or false descriptions. For example, Denmark is often rainy, yet destination brochures paint a picture of a clear, sunny city. Instead, brochures could show rainy weather and black-and-white photos alongside the city's beautiful landscape.

The Danish Tourist Board recently developed a new advertising concept based on photos with associated two-word descriptions, such as fast food and mass communication. The first word is crossed out, expressing an important message about Denmark. Denmark is not stressful. Instead, it is a well-functioning oasis where tourists can relax and enjoy life.

Denmark recently embarked upon a new project called Internet 2000, which made significant progress when it developed the technology behind a new Internet portal for www.visitdenmark.com.The Internet portal will be an important further development of the existing web site at www.visitdenmark.com, which has been operating since 1996.

The new portal will be produced in several different languages and will provide a basic section for tourists all around the world and three sections for other target groups: the Press, meeting and conference planners and professional travel agents. The portal will give the Danish tourist industry new marketing opportunities and make it easier for tourists all over the world to choose Denmark as a destination. The tourism board should continue to develop Internet advertising methods, as it is an excellent way to attract new tourists.

Additionally, destination marketers should sink some money into aggressive outside promotions to lure in new business. They could offer promotional deals such as: Great Rate Breaks (two for one hotel stays, etc.); Great Summer/Winter Rates (seasonal discounts); Last-Minute Deals; and Destination Spotlights (promotions of certain areas).

Conclusion

Tourism is an industry that is constantly growing and becoming more important. To successfully market a destination, a town, a region or a country, there must be a core destination-marketing group that coordinates and develops tourism for the country. Denmark must first implement a more serious approach to tourism and then employ the countless marketing and promotions methods to entice more tourists.