“We’ve packed some cold cuts, drinks, and a few other essentials, but most of our supplies will be purchased down there,” says Gaute Seip, glancing at the bustling quay in Larvik where he and his family are gearing up for an adventure across the sea to Denmark.
Together with four other families, they’ve planned to rent a house, visit Legoland, and create lasting memories in neighboring Denmark.
Gaute Seip is eagerly anticipating his trip to Denmark but recognizes the financial implications.
Photo: Stian Wåsjø Simonsen / NRK
Seip and his family are enthusiastic about their holiday days spent on Danish soil.
“But I think it will be expensive,” acknowledges the family’s patriarch to NRK.
Does the krone exchange rate affect where you go on holiday this year?
This poll does not reflect public opinion on the question. The results show what those who chose to vote think and are not representative of everyone living in the country.
Danish Optimism
Currently, one Danish hundred kroner exchanges for about 159 Norwegian kroner.
“That’s an awful lot of money. It’s going to be quite expensive,” expresses Kjerstin Tollefsrød, who is heading to Skagen with two friends, a tradition they’ve upheld for the past 20 years. Currency fluctuations won’t deter them.
Kjerstin Tollefsrød and her two friends are ready for their annual summer trip to Skagen.
Photo: Stian Wåsjø Simonsen / NRK
Yet it is precisely this weakened Norwegian currency that poses a significant hurdle for many contemplating a holiday in Denmark. Hege Fredlund Hoff, market manager at Visit Denmark, confirms that 2023 witnessed a dramatic dip in Norwegian tourism to Denmark, particularly impacting families with children who have begun looking elsewhere for their vacation spots.
The ferry queue in Larvik was notably long last week.
Photo: Stian Wåsjø Simonsen / NRK
However, small signs of recovery are sparking cautious optimism within the industry.
“We are cautiously optimistic compared to last year,” says Hoff to NRK.
The Return of Family Travel
Color Line is also noticing encouraging trends for the summer months.
“We are very optimistic about this summer and believe it will surpass last year,” states Nina Moland Andersen, the ferry company’s sales and marketing manager.
While she refrains from disclosing exact figures, she notes a marked increase in bookings compared to this time last year.
Nina Moland Andersen, sales and marketing manager at Color Line.
Photo: Thomas Sommerset / NRK
“We are actually seeing more people booking trips to Denmark. What’s particularly gratifying is that families with children are returning in stronger numbers than before,” she shares with NRK.
This summer, Color Line is running promotional campaigns for their holiday trips to Denmark.
How common is it to launch summer promotions?
“It’s a tradition we’ve always upheld,” explains Andersen.
Eyes on the Horizon
According to Visit Denmark, they are collaborating closely with shipping companies and attractions like Djurs Sommarland, Legoland, and Fårup Sommerland to entice Norwegian tourists back to Denmark.
Rasmus Mortensen, commercial manager at Fårup Sommerland, reflects the sentiment of cautious optimism:
“So far, we’ve seen an increase in Norwegian bookings at Hotel Fårup, our campsite, and park visits compared to last year. We’re positive about the trends,” he remarks.
Fårup has experienced a decline in Norwegian visitors compared to past years. The photo was taken during the pandemic in 2020.
Photo: Henning Bagger / Ritzau Scanpix via Ap
He acknowledges the detrimental impact of the low Norwegian krone in recent years, revealing that visitor numbers have dropped to around 70% of what they were prior to the pandemic.
With hope in the air, Mortensen remains optimistic: “We’re keeping our fingers crossed because Norwegians truly are delightful guests,” he adds.
NRK caught up with holiday-ready Norwegians in the ferry queue at Larvik.
The Danish Scent of Absence
While many in the industry harbor hopes for revitalized Norwegian tourism in Denmark, it is evident that a substantial number of Norwegians are still opting out of summer holidays across the sea.
Recent headlines from Danish broadcaster Danmarks Radio have captured this sentiment: “Norwegian tourists fail North Jutland.”
Aalborg Zoo is particularly feeling the pinch, reporting that Norwegian visitors have dropped from 70% of their foreign clientele to below 50%.
In the backdrop of these trends, the Danish hospitality and tourism sectors are bracing for what they hope will be a summer of recovery.
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