Travel & Tourism

The 2025 Tourism Survey for VisitDenmark

Silverlining Research conducts 17,000 face-to-face interviews to uncover key characteristics of tourists in Denmark.

Background

In 2025, Silverlining Research is in charge of completing the data collection, data delivery and reporting of the Tourism Survey 2025 for VisitDenmark, which is the largest tourism survey ever conducted in Denmark. The survey examines the behaviour of Danish and foreign holiday and business tourists during their stay in Denmark in the calendar year 2025. VisitDenmark wishes to utilize the data on tourists’ daily spending habits, travel habits, motives, activities, satisfaction and preferences to calculate the economic importance of tourism regionally and to create economic and marketing analyses and reports on tourism in Denmark. The survey thus provides VisitDenmark and the destinations with a solid knowledge-based foundation that both supports and strengthens the development of tourism in Denmark.

Method

The data collection is conducted as personal face-to-face interviews with almost 17,000 holiday and business travellers at selected accommodations across destinations and nationalities. The interviews are conducted at accommodation types such as hotels, holiday centres, campsites, hostels, rented holiday homes and marinas. The data collection is continuously quality assured with Silverlining’s interviewer monitoring system.

Results

Data collection is underway and VisitDenmark and the destinations will receive quarterly quality-assured data on the survey’s preliminary results on tourist behaviour. The data delivery will be finalised in 2026, when VisitDenmark and the destinations will receive the full dataset and reporting of the data.