A strong summer season in Odense: Tourism growth well above the national average
Odense looks back on a particularly positive peak season. In summer 2025, Odense recorded 215,996 overnight stays — an increase of 6.9% compared with last year. This makes Odense the Danish city with the highest tourism growth during the summer.
Odense Municipality and Destination Fyn attribute the development to several years of strategic investment in urban transformation, cultural initiatives and international marketing, all of which have strengthened the city's position as an attractive travel destination.
With a 6.9% increase in overnight stays, Odense is well above the national average of just 1%. The growth is driven by a focused effort to position the city internationally.
Major investments in culture continue to attract visitors to Funen’s capital. In 2025 alone, Odense offers more than 60 events, most of them during the summer months, and the city’s landscape is changing with bold art installations in public spaces. Highlights include Hans Christian Andersen’s House, Denmark’s Railway Museum, Brandts Art Museum, the HCA Festivals, Odense International Film Festival and the large-scale commemoration of the 150th anniversary of Hans Christian Andersen’s death, ANDERSEN FOREVER — each drawing large numbers of visitors to the city.
Mayor of Odense, Peter Rahbæk Juel, says:
“The strong tourism figures show that Odense is on the map for many, both in Denmark and internationally. We want to be among Denmark’s most attractive destinations while contributing sustainably to the tourism economy. We’re continuing the important work of developing the city as a vibrant and appealing year-round destination.”
Tue Kempf, Director of Destination Fyn, adds:
“Odense’s impressive growth is a clear result of persistent and strategic effort, where the municipality, attractions, business community and destination organisation have worked together towards a shared goal. As Odense strengthens its role as an urban destination, it lifts the whole of Funen as an experience destination. We’re seeing a clear trend where more guests are combining cultural city experiences with nature and coastal holidays — and Odense plays a key role in attracting even more visitors and making the island appealing to new audiences.”
Top international visitor markets include Germany, Sweden, the Netherlands, Norway and the USA. By late summer, Odense had reported a 43% increase in American tourists compared to 2024 — and a 353% increase compared to 2019. Overall, international overnight stays rose by 3.3% year-on-year, meaning 42.5% of all stays in Odense came from international guests.
Photo:Johan Joensen
Odense – an emerging must-see destination
Travellers are increasingly seeking alternatives to the classic city break. According to VisitDenmark, more people are drawn to authentic, local and lesser-known experiences that focus on connection and culture — areas where Odense excels, with its historic charm, green city spaces and vibrant cultural scene.
A focused international marketing effort has resulted in press coverage from high-profile media outlets such as Forbes, The New York Times, The Independent and Vogue — all highlighting Odense as a must-see destination and an authentic, fairy tale alternative to the mainstream city break.
Media coverage has especially emphasised the Hans Christian Andersen experience, including H.C. Andersen’s House, the new architecture such as the harbour baths and the city’s medieval quarter, as well as the Viking ring fortress Nonnebakken, which was named Funen’s first UNESCO World Heritage Site in 2023.
A modern city in transformation
Odense has undergone major urban development projects in recent years as part of a broader strategy to make the city a more attractive and accessible experience destination.
The award-winning transformation project “From Street to City,” completed in 2021, has turned the city’s former main traffic artery into a lively, car-free city centre with green oases, cultural venues and new hotels. The launch of the light rail system in 2022 — now being expanded — has improved connectivity and made it easier for both locals and visitors to explore the city. These developments have created better links between Odense’s attractions and made it more inspiring to move around the city.
This high level of investment is set to continue, with major developments planned in the Inner Harbour area and the former hospital district.
Reviving the city’s Viking heritage
A broad majority of Odense City Council has allocated DKK 10 million over the next three years to develop and communicate the city’s Viking heritage, centred around the UNESCO-listed Nonnebakken fortress.
The funding will support new public storytelling, artistic installations and community-based projects involving local residents. The initiative is a collaboration with Museum Odense and aims to attract both Danish and international visitors — particularly from the US, where interest in Vikings and Nordic heritage is growing rapidly. The goal is to breathe new life into Odense’s Viking past and make it an engaging new experience in both the city and on Funen.
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