Your rainbow panorama, Olafur Eliasson, 2006 - 2011, ARoS Aarhus Art Museum.

The Land of Everyday Wonder : Tourism in Denmark

Photo: Your rainbow panorama, Olafur Eliasson, 2006 - 2011, ARoS Aarhus Art Museum. Photo: Robin Skjoldborg.

Several years ago, while working on a project to define what made Denmark so special, a team of branding experts visited from London and roamed the streets of Copenhagen in search of insights they could use to explain how Danes behave and what made the country special.  

What they found were the things you find in every major capital city: only in Denmark they were a bit different. A bridge in the city, Cykelslangen, only it’s scarlet, curved like a snake, and only for bikes. A graveyard, Assistens Kirkegård, where poets and scientists were buried only with a party atmosphere, rather than a hushed one. A city harbour where boats float, and local people swim before and after work. A population taking their daily commute by bike, boat and cargo bike, not just by car. It was, they discovered, a country where everything was a little bit more delightful than it needed to be. Danes, they saw, added a little extra dose of fun to what otherwise would be a normal everyday event or landscape. And thus, the idea of the Land of Everyday Wonder was born: a place where wonder, happiness and hygge are always part of the plan.  

Taking Home a Different Kind of Souvenir 

These details add up to a different kind of tourism experience. As, increasingly, people travel not to tick off sights on a list, but to have an experience that perhaps changes them, teaches them something, or leaves them with a new way of thinking, Denmark’s wonder-filled way of life has become extremely attractive. It’s not just us saying it either: year on year, our tourism figures are record-breaking.  

It’s a lifestyle approach: the country’s commitment to work-life balance, volunteering, cycling and recycling all pay off – did you know that the council’s compost collections fuel city’s bus networks? There’s a little wonder for you right there. Copenhagen is a hotspot for city breakers, with popular tourist attractions including its historic theme park Tivoli Gardens, the royal palace Amalienborg and its dynamic food scene. Beyond the capital, visitors flock to the beaches and summer houses along the coasts, where calm days await along with coastal hikes and water-based activities. It gets even better as you get off the beaten track, with pretty colourful villages, castles, natural wonders like a shape-shifting sand dune and starling murmurations, plus cyclable cities, Viking kingdoms and much more to explore.  

Overall, visitors to Denmark notice the calm pace of life, the green spaces, community focus and the laid-back atmosphere and, we hope, take a little of it home with them. It beats a plastic fridge magnet that was probably made in China anyway… 

Louisiana Museum of Modern Art in Humlebæk, Copenhagen

Photo:Daniel Rasmussen - Copenhagen Media Center

So, What Can You Explore in Denmark? 

Not all that many ancient forests: you’re probably thinking of Sweden. Not mountains: that’s Norway. But if you’re thinking of beaches, Vikings, world-beating food and a design heritage to rule them all, you’re in the right place. Denmark is just off the tip of Germany and comprises Jutland, the land attached to Europe, and a series of islands, including Funen and Zealand, where the capital Copenhagen lies. This seagoing nation has over 400 islands in total and you’re never more than 52 km from the sea, wherever you are.  

That means wonderful and rarely crowded beaches, fantastic seafood, a nation of sea swimmers and a whole lot of boats you can bob around on whenever you want. Noma, a repeat winner of 'Best Restaurant in the World', helped put our food scene on the map; we’ve got plenty more Michelin-starred restaurants, including a stunning beach shack Kadeau that’s received the highest awards, and another run by a top-rated chef, Rasmus Munk, who’s taking food into space. Beautiful design and functional, human-focused architecture are integral to our everyday life, and as the reigning World Capital of Architecture, Copenhagen is the best place to see it. Our cosy lifestyle even has its own word, hygge, and it’s something you should definitely indulge in during a trip (just don’t ask us to explain it). Plus, we're tiny. You can get from one end to the other in just six hours. It’s a wonder how we pack so much in.  

Photo:Bang Clemme Film & Openhouse - Kongernes Jelling

Explore Denmark's Best Museums

For those looking to delve into Denmark’s rich cultural and scientific heritage, the country boasts a number of remarkable museums. The Natural History Museum Denmark is a must-visit, housing approximately 14 million objects collected over 400 years, including fossils, meteorites, and an extensive botanical garden with around 9,000 plant species. It’s beautifully located near Nørreport Station in central Copenhagen. Other notable mentions include the National Museum of Denmark, which offers a deep dive into the nation’s history, and the Louisiana Museum of Modern Art, renowned for its stunning seaside setting and impressive contemporary art collection. These institutions provide a fascinating glimpse into Denmark’s storied past and vibrant present.

Travel That Doesn’t Cost the Earth 

In terms of shaping greener travel solutions, we’re doing our best to add some wonder to this serious subject too. Denmark is the home of Green Key, the international eco-label awarded to hotels that commit to sustainable practises; 68% of the hotels in Copenhagen itself have an eco-certification, so it’s easy to make a good choice. Eco initiatives to participate in during your stay include Go Boat tours, a self-piloted solar-powered boat tour available in Copenhagen and Aarhus, harbour and sea swimming, hiking, especially in our oldest national park, Thy, and Green Kayak, a pioneering kayak rental trip where you pay for your kayak by bringing back some trash from your trip. You can even go on an oyster safari, digging up oysters buried in the sand to eat, safe in the knowledge that you’re doing us a favour: these oysters are considered invasive species and the best thing you can do for Danish nature is eat them! 

Making Wonder A Way of Life 

Take a little trip to the Denmark Pavilion for a showcase of Danish projects that contribute to our wonder-filled quality of life, focused on green transition, design, gastronomy, and well-being. All of them are interesting, innovative and creative, aiming to solve every day, local and global problems with a dose of creativity. Our quality of life in Denmark is something that visitors regularly remark on; it’s something for everyone to experience at the Denmark Pavilion too.  

We proudly share these projects to spark discourse, start exciting conversations, and maybe even plant a seed to find the next revolutionary solution. See if Denmark’s wonder-fuelled approach to life can’t spark a little more wonder in yours. 

Discover the tourism wonders awaiting you in Denmark at The Denmark Pavilion.  

Herfstvakantie vakantietip Denemarken, oestersafari

Photo:Thomas Høyrup Christensen


The Denmark Pavilion is open to the public 26 July–11 August; 11am-10pm (except August 1, from 11:00 to 16:00). Admission is free. 


To stay updated re. What’s On at The Denmark Pavilion, go to: SoMe hashtag: #denmarkpavilion2024 


Media attending the Olympic Games are more than welcome to visit The Denmark Pavilion and to contact the press team for further details. Please reach out to PR & Press Manager Lasse Emil Kristiansen at or +4531415390.  


Download images and videos from The Denmark Pavilion in Paris and from our extensive Denmark media database here: 


During the Paris Olympics, visitors from around the world can enjoy a free visit to a small piece of Denmark at Champs-Élysées. Here, they can encounter Danish ideas that contribute to creating a better life and a better world. VisitDenmark, in collaboration with the Ministry of Industry, Business and Financial Affairs, leads this initiative, which is supported by Realdania, the Consul George Jorck and Wife Emma Jorck Foundation, and The Trade Council. 

Anne Villemoes

Kommunikations- og udviklingsdirektør

Anna Orlando

PR & Press Manager, Italy & France

PR & Press Manager, UK

Learn more

Take me to the frontpage
The Denmark Pavilion Paris 2024
Take me to the press room
Location of The Denmark Pavilion during 2024 Paris Olympics
Event Programme at the Denmark Pavilion
The Denmark Pavilion Paris
Designed for Life : Denmark’s Design Heritage
Bunte Designerstühle der dänischen Marke GUBI
Shaping the Cities of the Future
Danish Architecture Center
Denmark : The Future of Food
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