Paris, Rome, New York, Venice: According to data from Virtuoso, a global network of travel advisers, the most-booked cities for 2023 contain few surprises.
One great option—Denmark—ranks nowhere on the list. That’s a selling point in itself, say the country’s tourism officials. To wit: Its latest tourism marketing campaign, which kicked off on March 6, includes animated versions of the New York’s Statue of Liberty and the Mona Lisa telling travelers 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, U.S. and U.K. 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 neighbors and boasting 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 over-tourism, 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.
Denmark isn’t a destination that comes to mind for summertime vacations, despite its vibrant culture in warmer months: Copenhagen’s colorful buildings, always gorgeous, face waterways that residents often use as swimming pools. You’re never more than 35 miles from the sea, and temperatures hover in the low 70s degrees F—much more humane than the Mediterranean’s 90-degree-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.
