In the first half of 2024, Silverlining Research conducted a comprehensive study of the German tourist market for Zealand and the Islands on behalf of Strategic Market Alliance – Zealand (SMA-Z) to prepare for the upcoming Fehmarn connection, which is expected to attract more German tourists to the area.
Travel & Tourism
Strategic Market Analysis of German Tourists for Zealand and the Islands
Background
In the first half of 2024, Silverlining Research has conducted a comprehensive study and mapping of the German tourist market for Zealand and the Islands on behalf of Strategic Market Alliance – Zealand (SMA-Z). SMA-Z represents several destinations in Zealand that collectively aim to strategically prepare for the opening of the upcoming Fehmarn Belt connection, which from 2029 may potentially lead to many more German tourists visiting the area. The study helps SMA-Z gain insights into barriers, development needs, and market potentials for Zealand and the Islands, thereby strengthening tourism in the region.
As part of the project, Silverlining has conducted an extensive market analysis that maps the current product offerings, documents the demand in the area, and provides insights into the German regions with the greatest potential, as well as the demand for sustainable vacation options
Method
The project has been carried out based on extensive desk research, mapping the products of the Zealand destinations along with existing knowledge about German tourists. Additionally, Silverlining has conducted a large market survey among 3,000 Germans with the potential to visit Scandinavia. Moreover, Silverlining has held three workshops to involve both participants and stakeholders in the process. Based on the data, Silverling developed a GAP analysis that anchors the results in action-oriented conclusions.
Results
The analysis has provided valuable and concrete insights into the potential for visits from German tourists to the area and has created a strong foundation for the strategic approach across the destinations moving forward.
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Terje Vammen
Senior Director & Partner
Silverlining Research
Silverlining Research
Bjarke Bøgeskov
Project Director & Partner
Silverlining Research
Silverlining Research
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