Following the record year of 2023, when Lolland-Falster saw over 2.1 million overnight stays, there were high expectations for another strong tourist season in 2024. However, the weather has played a key role in this year’s development, and July was marked by rain and cooler temperatures, which influenced tourists’ choice of destinations. The total number of Danish overnight stays fell by five percent in July and by three percent for the period from January to July.
Destination manager Lindy Kjøller from Visit Lolland-Falster states that the weather has had a decisive impact on Danish travel choices:
– With a rainy Danish summer, many Danes chose to travel south to warmer destinations. It can be hard to compete with sunshine when you’re offering rain and rubber boots, he explains.
To boost tourism in the future, Visit Lolland-Falster has launched a long-term branding campaign targeting Danish tourists. However, Kjøller emphasizes that the overall drop in overnight stays is not a catastrophe:
– We also expect to recover some of the numbers in the last months of the year, he says.
Cycling tourism a strong card in The Netherlands
Despite fewer Danish overnight stays, Dutch tourists have emerged as a bright spot. The number of Dutch overnight stays has increased by 12 percent in the first seven months of the year. This development builds on a longer-term growth in Dutch interest in Lolland-Falster, where cycling tourism, in particular, has proven to be a strong card.
Since 2019, Dutch tourists have increased their overnight stays by 28 percent, and Visit Lolland-Falster has focused on attracting them through marketing campaigns highlighting cycling tourism and camping opportunities. Collaboration with VisitDenmark has reinforced this focus, and Kjøller believes the region’s nature and spacious landscapes are a big plus:
– Our product appeals to the Dutch. We have plenty of space and fresh air. And like Danes, the Dutch love cycling holidays, and here, Lolland-Falster is absolutely perfect, says Lindy Kjøller.
Expecting more Germans
Although the number of German overnight stays in 2024 has been stable compared to last year, there is hope that the late summer months will bring more German tourists to Lolland-Falster, as August and September are traditionally popular holiday periods for Germans.
Rain brings museum visitors
While the beaches have seen fewer visitors this year, museums on Lolland-Falster have had a busy season. Museum Lolland-Falster reports record visitor numbers at all four of their museums. In particular, Museum Obscurum in Nykøbing Falster has been highly successful, with a 23 percent increase in visitors during the summer months, leading to extended opening hours.
