New generations might talk about a “crush,” but the affection of Danish travelers for Italy runs deeper and is stronger than a passing fancy, so much so that at the 2026 Danish Travel Awards Italy claimed the title of best European tourist destination according to Danish travelers. The truly important recognition celebrates the irresistible allure of our peninsula, going beyond postcard-perfect landscapes and the most famous cities, offering corners to discover and food experiences.
The victory was determined by the travelers themselves, through their preferences. We can say that the bond between Denmark and Italy is stronger than ever.
Italy is the best tourist destination according to the Danes
Far from a simple holiday romance: between Danish travelers and Italy, it seems a real love affair has sparked! This is confirmed by the prize won during the 29th edition of the Danish Travel Awards, one of the reference events for the Danish tourism sector. The ceremony took place in Copenhagen, in the evocative setting of Wallmans, inside the historic Circus Building. Among airlines, tour operators and travel professionals, Italy stole the show, bringing home one of the evening’s most important recognitions. The award was accepted by Ivana Jelinic, CEO of ENIT, Mariano Bonavolontà, ENIT’s Marketing Director, and Giuliana Del Papa, the Italian ambassador to Denmark.
The Danes in Love with Italy
But just how much do Danes really like our country? Get ready, because the numbers speak clearly. According to ENIT’s analysis of ISTAT data, in 2025 there were about 815 thousand arrivals from Denmark, up 11.8% from the previous year. And that’s not all: overnight stays approached 3.8 million, marking a +15.7% increase.
On the expenditure side, the result is equally impressive, with about 640 million euros spent by Danish visitors during their Italian stays.
Why Danes Choose Italy as Their Preferred Destination
What is the secret behind this romance? There isn’t a single reason but a mixture of experiences capable of winning over travelers with very different passions and styles. Those who love the sea have numerous destinations to enjoy hidden coves, beaches, and sunset aperitifs, while those who prefer city breaks have a wealth of options among art cities, monuments, museums, and tours of the most characteristic neighborhoods. There’s also a boom for nature destinations: after all, in Italy we offer mountains, lakes, and panoramic trails in abundance.
But we cannot deny the impact of Italian cuisine in securing this prize. Pizza, fresh pasta, regional specialties and, of course, a good gelato have made Denmark fall in love with Italy, enabling the achievement of this prestigious award. It is no coincidence that, according to the Ministry of Tourism, Danish visitors are showing growing interest in authentic experiences, gastronomic itineraries, and slow tourism, discovering an Italy to be lived without rushing. The message is clear: Italy knows how to captivate even beyond the classic summer holidays, offering experiences to be enjoyed in every season.
The Minister of Tourism Gianmarco Mazzi commented on the news, saying: “This recognition is a source of pride because it comes directly from travelers of a great Northern European nation, who choose Italy not only as a destination to visit, but as a place to live. (…) Denmark is a strategic and fast-growing market, which appreciates our most authentic and sustainable offerings, from cultural to wine-and-gastronomy tourism and slow travel. Being the European destination most loved by Danes confirms the strength of the Italy brand and rewards our commitment to promoting the destagionalization of tourist flows and their distribution across the entire national territory.”
