Sustainable Destination Management
Strategies in the OIC Member Countries
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2.2. Desk Case Studies
2.2.1. Denmark
Background
The beautifully charming northern country Denmark, with its rich history, culture, natural
wilderness and broad offer of touristic activities, has since long attracted visitors. Ranked the
third happiest country in the world in 2018, 229 this country is known for its very high standards
of living and an excellent tax, health, education, and welfare system, which result in a stable and
thriving society with one of the smallest wealth gaps in the world.230 Denmark is a Scandinavian
country, but its southern location and Germanic influence confers it some advantage with
regards to its neighboring countries.
Table 6: Denmark - Tourism Statistics
International tourist arrivals 10,424,000
International tourism inbound receipts US $6,684.1 million
Average receipts per arrival US $641.2
Travel and Tourism%of GDP 2.0%
Travel and Tourism employment 80,788 jobs
(3% of total)
Source: Travel & Tourism Competitiveness Report 2017
The chic and picturesque city of Copenhagen is a favorite destination for Europeans and
especially Scandinavians, but it only accounted for 24%of total bed nights in 2016.231 The capital
has beautiful architecture, parks, numerous museums, and a thriving gastronomic offer with
food stall markets and fine dining restaurants, including the two-Michelin-star restaurant Noma,
ranked best restaurant in the world in 2012.232 Among the many sites that attract tourists in and
around the capital are the Tivoli Gardens, the colorful waterfront Nyhavn, the bronze sculpture
The Little Mermaid at the Langelinje Pier, the Kronborg, Fredensborg and Frederiksborg castles,
the Royal Seer Park, the Louisiana Museum of Modern Art, and the ARKEN Museum of Modern
Art.233 234 Many young Europeans also choose this destination for its lively nightlife and the
proximity to Sweden, which offers an opportunity for a day visit to another country.
While city tourism dominates the market in Denmark, the country’s resources go well beyond
the colorful and lively capital, and coastal and nature tourism also have a share of the market.
229 World Happiness Report. (2018). World Happiness Report 2018 ., Retrieved from
230 Forbes. (2018). Ranked: The 10 happiest countries in the world in 2018 . Retrieved from
2018/#2da33a5873e9
231 Visit Denmark. (2018). Tourism in Denmark – creates jobs and growth. Retrieved from
rk.pdf.
232 Big Hospitality. (2012). Noma tops world's 50 best restaurant list for third year running. Retrieved from
233 Visit Denmark. (n.d.). Top things to do within an hour of Copenhagen. Retrieved from
234 Visit Copenhagen. (n.d.). The best from Copenhagen's art scene. Retrieved from