Tourism Team - Denmark

​​​​​The Nordic countries are developed democracies and well-structured societies, with a significant middle class, where most citizens have a healthy personal economy. It is a homogeneous region, where countries and companies, including those in the travel sector, collaborate with each other and operate across Nordic borders. ​

// The​​​​​ market

Despite the differences between them, the populations of the Nordic countries share many common cultural, political, behavioural and linguistic traits, with the exception of the Finnish language, which is completely different from its Scandinavian counterparts. 
In 2023, the Nordic countries (not including Iceland, the Faroe Islands and Greenland) were Portugal's 8th-largest market and interest is growing. However, the weakening of the Norwegian and Swedish currencies makes it more expensive to spend holidays in Portugal, constituting a significant challenge. Also, the lack of direct air routes from Sweden, where a prolonged recession has reduced airline operations, and especially from Finland, where Finnair holds a quasi-monopoly position, is an additional problem​

One of the most characteristic traits of Scandinavian tourists is their search for sun and warmth. With long, dark, cold winters and unstable summers, it is natural that many Nordics choose to spend their holidays in southern Europe, where they can benefit from a stable and sunny climate. And it’s not just about sunshine and high temperatures, but also the possibility of spending time outdoors, enjoying the beaches and doing activities that are difficult to do in their home countries, such as golf, hiking, cycling and water sports. 

Scandinavian tourists are known to have relatively high purchasing power. They are willing to spend money on quality experiences, good accommodation, gastronomy and cultural activities. Their consumption patterns are often marked by a desire for comfort and luxury, but sustainability is also playing an increasingly important role. More and more Scandinavian tourists are opting for hotels and activities that respect the environment, reflecting the ecological awareness that is common in Scandinavian countries. 
In addition, Scandinavian tourists are looking for high-quality, authentic experiences. They prefer to explore the local culture, visit historical sites and enjoy the local cuisine rather than typical tourist attractions.

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