POSITIONING DENMARK’S NATIONAL TOURIST PRODUCT ON THE INTERNATIONAL TOURISM MARKET IN THE CONTEXT OF THE GLOBAL PANDEMIC

Abstract

This study is devoted to the analysis of Denmark’s place in the world tourism market. The specialization of the country’s recreational economy is determined. Problem Statement and Purpose. The aim of the study is to assess Denmark’s competitive advantage in the international tourism market, current trends in domestic tourism destinations, especially in the context of the global pandemic, as well as identifying national priorities for the development of the Danish tourism industry. Data & Methods. The study was conducted on the basis of analysis of statistical reports and materials data of UNWTO and international platform Statista. Their analysis made it possible to create a series of graphic models and to identify current trends in the development of Danish domestic tourism. Results. Danish tourism policy is the direct responsibility of the Ministry of Industry, Business and Finance, which cooperates with other ministries on tourism-related issues, including the Ministry of Environment and Food, transport and housing, foreign affairs and culture. The Danish National Tourism Strategy sets out the main priorities for the development of the tourism industry, which include the development of the tourism industry and the active introduction of innovations and information technologies in the tourism sector, creating quality impressions of the country’s tourism product, developing the tourist infrastructure and simplifying tourist formalities. In the international tourism market Denmark places itself as a priority country for the development of domestic tourism. Thus, in 2019, 27.2 million internal visitors were registered. According to the experts’ projections, by 2028 the costs of local tourists will exceed those of foreign tourists – 85.4 billion DKK. In accordance with the National Strategy for the Sustainable Growth of Danish Tourism, the main drivers for its further promotion are the development of tourism destinations, the balance between the environmental, economic and social spheres, as well as increasing international competition in the field of tourism.