Denmark has become the first European nation to appear on the Chinese product reviews and group-buying platform Dianping, used by 300 million Chinese people and an active player in the travel sector through a merger with Meituan in October 2015. 

2017’s Danish Tourism Year includes a number of special events including Denmark Days coordinated in China, and a China Day tourism conference which will take place in Copenhagen. The country hopes to attract young single Chinese travellers, as well as older groups or individual travellers, business visitors and families.

The aim is to increase the number of nights Chinese visitors spend in Denmark by 25%, and a dedicated VisitDenmark website in Chinese serves as a visitor guide along with apps, social media activity and competitions to encourage further engagement.

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