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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

Colourful traditional houses in the old town of Copenhagen, Denmark. Photo: Getty Images
Colourful traditional houses in the old town of Copenhagen, Denmark. Photo: Getty Images

  • 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.”

Tourist attractions come alive with AI and recommend visiting Denmark

“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.

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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.”

Nyhavn canal in Copenhagen, Denmark. Photo: Shutterstock
Nyhavn canal in Copenhagen, Denmark. Photo: Shutterstock

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.

Copenhagen has also seen its share of overtourism, so now is the time to go. Photo: Shutterstock
Copenhagen has also seen its share of overtourism, so now is the time to go. Photo: Shutterstock

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.

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