Why you should skip Paris and Rome and go to Copenhagen instead: 3 reasons to visit Denmark this year, from its cool capital with fine dining mecca Noma, to North Jutland and the beaches of Bornholm
- Denmark’s latest tourism campaign made waves, featuring an animated Mona Lisa telling travellers that queuing for hours to see her in Paris ‘isn’t exactly the most exciting way to spend your holiday’
- From cool capital Copenhagen that boasts fine dining mecca Noma, to the maritime town of Skagen on North Jutland and Bornholm’s eco-friendly lodgings, there’s something for everyone
According to data from Virtuoso, a global network of travel advisers, the most-booked cities for 2023 – Paris, Rome, New York, Venice – contain few surprises. One great option, Denmark, ranks nowhere on the list though. But the country’s tourism officials say that’s a selling point in itself.
To wit: its latest tourism marketing campaign, which kicked off on March 6, includes animated versions of New York’s Statue of Liberty and the Mona Lisa telling travellers that standing in line for hours to see them “isn’t exactly the most exciting way to spend your holiday.”
“We’re not a destination with a lot of big iconic attractions; we don’t have an Eiffel Tower or a Chinese Wall,” says Dennis Englund, US and UK market director for Visit Denmark.
Noma, arguably the country’s biggest luxury attraction, has just announced it will close at the end of 2024. “What makes Denmark more interesting is often in the very small things.”
Even in Copenhagen, a city as beautiful as any among its continental neighbours and with culinary prowess to spare, some of the most memorable experiences come in small packages. Take the gringa al pastor tacos at Hija de Sanchez or a warm-from-the-oven kanelsnurre (cinnamon bun) from Meyers Bageri.
Before Covid-19, Copenhagen suffered its share of overtourism, but the number of international visitors hasn’t returned to pre-pandemic levels. Baltic cruises that tended to start and finish in Copenhagen on the way to St. Petersburg slowed after Russia invaded Ukraine.
Off-the-beaten-path
Denmark isn’t a destination that comes to mind for summertime holidays, despite its vibrant culture in warmer months: Copenhagen’s colourful buildings, always gorgeous, face waterways that residents often use as swimming pools. You’re never more than 55km from the sea, and temperatures hover in the low 20s (degrees Celsius) – much more humane than the Mediterranean’s 30 degrees plus days.
Add a newly overhauled metro system and easy access to the country’s less obvious summertime havens, all replete with exciting new openings and cultural offerings, and it’s a prime alternative to places you’ve already considered.