Italy named Best European Destination at the Danish Travel Awards 2026

Danish travellers choose Italy as their favourite European destination. In 2025, arrivals, overnight stays and tourism spending from Denmark all increased

Italy has been chosen by Danish travellers as the “Best Tourist Destination to Visit in Europe” at the Danish Travel Awards 2026, one of the leading awards in the Danish tourism sector. The award was presented in Copenhagen, at Wallmans in the historic Circus Building, to Ivana Jelinic, CEO of ENIT S.p.A., and Mariano Bonavolontà, Marketing Director of ENIT S.p.A., together with Giuliana Del Papa, Ambassador of Italy to the Kingdom of Denmark, representing Italy and the Ministry of Tourism.

Now in its 29th edition, the Danish Travel Awards brings together institutions, airlines, tour operators and leading players in the travel and aviation sectors, with awards presented across 20 categories. The recognition awarded to Italy is particularly significant as it reflects the preferences expressed directly by Danish travellers through the organisation’s online platform, confirming the appeal of Italy in the Northern European market.

The strong ties with Denmark are also reflected in the figures. According to data from ENIT’s Research Department based on ISTAT data, in 2025 Italian accommodation establishments recorded approximately 815,000 arrivals from Denmark and almost 3.8 million overnight stays, representing increases of 11.8% and 15.7%, respectively, compared with 2024. Tourism spending by Danish travellers in Italy reached approximately €640 million. Danish travellers’ interest also extends across different components of Italy’s tourism offering, from coastal destinations and art cities to mountain resorts.

«Receiving this award is a particular honour, because it was travellers themselves who chose us: people who have found in Italy a place to discover, experience and take with them», said ENIT CEO Ivana Jelinic. «Denmark and the Nordic countries are valuable markets with which we want to build an increasingly strong and lasting relationship. Following the initiative held in 2025 on the occasion of the Week of Italian Cuisine in the World, we are preparing new targeted marketing and promotional activities in Denmark and across the Nordic region for 2027. Our aim is to offer new reasons to choose Italy, its traditions and its hospitality».