Travel & Tourism

Uncovering Visitor Behaviour and Motivations in Elsinore

Gain insights into how Elsinore attracts and engages visitors during summer through new findings on traveller profiles, motivations, and behaviours.

Background

Wonderful Copenhagen aimed to strengthen its understanding of who visits Elsinore and how visitors engage with the city during the summer period. The purpose of the study was to establish a clear picture of visitor profiles, motivations and behaviours as a foundation for future strategic initiatives for Elsinore as a tourist destination. Silverlining has conducted this field analysis twice, in 2022 and 2025. The study included 1,250 interviews conducted at central locations in Elsinore during the afternoon and early evening, ensuring that respondents had already experienced the city.
Silverlining maintained ongoing communication and feedback withinterviewers throughout the fieldwork toensure high data quality.

Method

The field analysis was based on a quantitative survey targeting non-resident leisure visitors. Interviews were conducted at different times and locations during the summer period to ensure broad coverage. The analysis has also focused specifically on identifying which words visitors associate with Elsinore, for use in the city’s branding and marketing.

Results

The study has provided Wonderful Copenhagen with a solid knowledge base on visitor profiles, travel motivations and behavioural patterns. The results are used to identify barriers and needs across target groups, strengthen the overall visitor offer, and support the strategic marketing of Elsinore.