In recent years tourism in North Denmark, and Denmark as a whole, has been facing several challenges. Especially coastal tourism has experienced a downturn. This has had severe ramifications for North Denmark, where tourism is of great economic importance.
Collectively North Denmark has a strong brand as a tourist destination and a varied tourism product of high quality. At the same time, strong competition from similar tourist destinations, changing vacationing patterns, and a dependency on few markets is challenging the North Jutland tourism industry.
In 2014 the government adopted a new plan for creating growth in tourism as well as a new national organization to promote it, which significantly influences the conditions for enhancing tourism in North Jutland.
The Municipalities and the Region of North Denmark wish to further their existing strong collaboration regarding the attraction of both vacationing and conference tourists.