Denmark: National Plan for Tourism

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Denmark: National Plan for Tourism

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Abstract

The Kingdom of Denmark, commonly known as Denmark, is a country located in the Scandinavian region of Northern Europe. It is the smallest and the southernmost among the Nordic countries. Greenland and the Faroe Islands are autonomous provinces of the Kingdom which are governed by domestic rules. Denmark is 43,094km2 and has around 5.5 million inhabitants. Like many other countries, Denmark's authorities are looking forward to develop tourism. Indeed, this activity promotes economic growth, prosperity and better conditions to develop the entire country in both urban and rural areas. However, specializing in tourism sometimes brings less growth than specializing in manufacturing. Tourism is a viable growth option, though less effective than manufacturing, partly because the people working in the tourism industry are not high-qualified and human capital is one of the major factors for growth.

Main opportunities and tendencies
1. Trends of tourism in the world
2. Trends of tourism in Denmark
Objectives for tourism in Denmark
1. Tourism as a marketing element
2. Tourism as a vital economic element
Strategies and initiatives
1. Tourism as a marketing element: strategies
2. Tourism as a vital economic element: strategies

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[...] More than an Internet portal, VisitDenmark is Denmark's national tourism organization, the “official guide to Denmark”. Indeed, it has offices in Denmark as well as in Norway, Sweden Germany, Great Britain, the Netherlands, Italy, Japan a nd the USA for approximately 100 work-partners. It has four main assignments: - To brand Denmark through the Internati onal Market Offi ce: media campaigns, international press, publicity and fore ign tourist organizations shall help promote Danish attractions, availabili ty, profile and strengthen visibility for specific target groups. [...]

[...] This is consequential for a country of this size. Visa rules and processing The third objective defined by Denmark's strategic plan for tourism concerns rules and administrative procedures for pr ocessing visas. These shall not form unnecessarily high barriers for tourists they do manage to attract. This objective is link ed to the wish to int ensify the national work to draw international conferences to Denmark. T he Action Plan states t hat “countries and cities that are good at attracting inter national c onferences gain competencies and new international net works that strengthen and promot e the Danis h knowledge society” (p.42). [...]

[...] Of course, the enlargem ent of the European Union plays a great role in this decline from 12 mem bers in the European Com munity in 1988, the European 5 Union now counts 27 member-states and this more states. spreads the market shares between Nevertheless, Denmark's market shar e of WRWDOworlddemand is also decreasing, and this might be more worrying. Denmark represented more than of total demand in in 2006 and LVQRWH[SHFWHGWR exceed in 2016. Evolution of Danish tourism between 1994 and 2004 As the Report on Danish t ourism expresses, tourism arrivals in Denmark were almost stable between 1994 and 2004, WKHdecade of reference. In 1994, Denmark welcomed 42.7 millio n internat ional and do mestic tourists. [...]

[...] Thus, a joint public diplomacy initiative will be lau nched thro ugh the global network of Danish emb assies. Work on this initiative will be a close collaboration between ministri es and other actors in Denm ark. The Danish positions of strength when de aling with tourism (environment and security for instance) will b e the starting point. The entire body of work pu t into giving Denmark a strong profile in the international media wil l also be upgraded in this c onnection t hrough a joint and intensified international media campaign. [...]

[...] First, better connection between the actors and bigger imp act of the effort real ized in to urism will hel p reach the objectives. A connection between the local, regional and national efforts shall be established and bigger and stronger tourism organizations shall be created. The Government then prescribes t he growth through innov ation. Urban tourism, business tour ism and holiday touris m shall be reinforced through concrete innovative projects like the Digit al Film about Denmark based on the communication platform. This is a priority and in million Danish Kron ers (app million Euros) were allocated to growth initiatives in tourism. [...]

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