Americans are wild about Vikings and H.C. Andersen: Odense sees significant increase in tourists from the USA
In the first half of 2025, Odense saw a 43% increase in American tourists compared to the same period in 2024. Compared to 2019, the increase is an impressive 353%. This makes Odense one of the fastest-growing destinations for American travelers in Denmark – at a time when tourism to the U.S. is on the decline.
According to a new study by the financial magazine The Economist, the number of international arrivals at U.S. airports has fallen by 3.8% (equivalent to 1.3 million travelers) compared to 2024. Meanwhile, new figures from Visit Denmark show a significant rise in the number of visitors from the U.S. to Odense.
Odense leads among Danish cities
Among Denmark's major cities, Odense is seeing the highest percentage growth in American tourists. From 2024 to 2025 alone, the city experienced a 43% increase, compared to 10% in Copenhagen, 19% in Aalborg, and 31% in Aarhus. Nationwide, the increase is 18%. The figures also show that Odense now receives almost as many American as German visitors—Germans having traditionally been the largest tourist group.
The entire island of Funen has also seen a significant rise in American visitors, with an overall increase of 121% since 2019 and 29% from 2024 to 2025 alone. However, the data shows that Odense is the main driver behind this growth.
Mayor Peter Rahbæk Juel of Odense comments:
“In recent years, we’ve worked strategically to strengthen Odense’s international profile, and the new figures show that these efforts are paying off. Odense offers something truly special for American visitors: the magical world of H.C. Andersen, our rich Viking history, and a vibrant city center full of culture, gastronomy, and nature. I’m delighted to see that more and more Americans are discovering everything Odense has to offer.”
Visit Denmark also notes a growing trend among Americans to avoid traditional “bucket list” destinations and areas suffering from overtourism. Instead, they’re looking for unique, authentic, and local experiences—something Odense is well-positioned to offer.
Growing international attention
In recent years, Odense has been featured in major American media outlets such as Forbes, Vogue, The Independent, and The New York Times as an attractive travel destination. The coverage highlights the complete H.C. Andersen experience—including the Hans Christian Andersen House, the city’s modern architecture like the new harbor bath, the historic old town, and the Viking ring fortress Nonnebakken, which in 2023 became Funen’s first UNESCO World Heritage site.
Tue Kempf, Director of Destination Fyn, states:
“Together with Visit Denmark, we at Destination Fyn have spent years working strategically to move Funen higher up on American travelers’ wish lists, and now we’re seeing the results. We’ve had a strategic focus on storytelling, cultural heritage, and unique experiences—exactly the things American tourists are looking for. With Odense as a clear frontrunner, we’re now seeing a positive effect across all of Funen, and it motivates us to raise our ambitions even further.”
According to Visit Denmark, there are now more flights than ever between the U.S. and Denmark. There are now direct routes from major cities such as New York, Washington D.C., Chicago, and Los Angeles—further underlining the rising American interest in Denmark as a travel destination.