Gotland is now seriously focusing on attracting more Danish travellers to the Swedish island, which was once in Danish hands for decades after Valdemar Atterdag's conquest. With its wild nature, rich craft tradition and a burgeoning gastronomy scene, Gotland is positioning itself as Sweden's answer to Bornholm - but with its own unique twist.

The destination is known for its spectacular nature experiences, which include dramatic coastlines, limestone formations and UNESCO-protected medieval buildings. And now the goal is for even more Danes to experience Gotland's charm.

“Gotland has not previously made a focused effort to attract Danish tourists, but we want to change that. We see a clear increase in interest from Denmark, and that is something we want to build on. Our ambition is to triple the number of Danish travellers over the next three years,” says Adam Jacobsson, Sales and Marketing Manager at Destination Gotland.

The initiative involves, among other things, an intensified marketing effort in Denmark with a focus on Gotland’s authentic experiences – from the small locally run restaurants and bakeries to the dramatic nature reserves that invite both relaxation and adventure.

Danes’ interest has increased significantly

The latest figures show that Gotland is experiencing significant growth among Danish tourists. Since 2019, Gotland has seen an overall increase in the international market of a modest 0.2 percent, while the number of Danish travellers, by comparison, has increased by almost 30 percent in just five years. Something that only emphasizes that Denmark is one of the most promising markets for the island.

Another reason for the increased focus on Denmark is that Gotlandsbolaget, which owns Destination Gotland, took over the connection between Copenhagen and Oslo in the fall of 2024, which strengthens the company's presence in Denmark. This makes it obvious to focus more on attracting Danish travellers to Gotland.

Expectations for 2025

Located just under 230 kilometers from Stockholm, but only a short flight or ferry trip from southern Sweden, Gotland is an obvious destination for Danish families, couples and outdoor enthusiasts. Something that Destination Gotland hopes they will be able to open the eyes of even more Danish travellers to over the next three years.

"We are already known for our festivals, medieval week and the scenic beaches, but we want to ensure that Danes open their eyes to the full spectrum of experiences on the island - from gourmet restaurants to wilderness adventures," adds Adam Jacobsson.

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