When the Fehmarn Belt Tunnel is completed in 2029, Eastern Denmark – including Lolland-Falster – is expected to see a significant increase in the number of German tourists. A new analysis from Strategic Marketing Alliance – Zealand (SMA-Z) suggests that up to 10 million Germans have the region on their radar as a future holiday destination. For more than half of these potential tourists, the new tunnel is a decisive factor in choosing Lolland-Falster, Zealand, or Møn as a holiday destination.
The Fehmarn connection will make travel between Germany and Denmark faster and easier, significantly improving access to the region. Over five million Germans believe their chances of visiting Lolland-Falster will greatly increase once the tunnel opens. Lindy Kjøller, Head of Destination at Visit Lolland-Falster, calls the new link a gamechanger for the entire tourism industry on the islands.
– The Fehmarn Tunnel fundamentally changes our market dynamics. We are shifting from primarily focusing on Danish tourists to preparing for large numbers of Germans. This requires adaptation at all levels – from holiday homes to hotel capacity, says Lindy Kjøller in a press release.
Lack of space for 500,000 extra overnight stays
A related study conducted by HBS Economics shows that Region Zealand alone will see over 500,000 additional international overnight stays annually due to the increased accessibility created by the tunnel. German tourists, in particular, will seek out the region’s holiday accommodations, as 70% of respondents prefer to stay in holiday homes during their visits.
However, this presents a challenge. On Lolland-Falster, only 10% of the nearly 11,900 holiday homes are currently available for rental, putting a strain on capacity. Kjøller highlights the need to make it more attractive for homeowners to rent out their properties in order to meet the expected influx of tourists.
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To accommodate the German visitors, local tourism businesses will need to invest in both German-speaking staff and signage, as well as marketing materials in German. According to the analysis, 46% of surveyed Germans find it important that staff can speak German, while over half prefer information materials in their native language.
– We need to be ready to welcome the Germans with open arms and the right level of service. It will require a significant effort, but the potential is enormous, concludes Lindy Kjøller.
