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Tourists in Denmark consist mainly of people from neighboring countries, especially Germany, followed by Sweden, Norway, and the Netherlands. With 4.7 million visitor arrivals in 2007, Denmark ranked 43rd in the UNWTO's World Tourism rankings. Statistics show, however, that the total annual number of overnight stays in Denmark is currently declining. Denmark has many sandy beaches which attract mainly German tourists. Swedish and Norwegian tourists often come to visit the relatively lively city of Copenhagen while many young Scandinavians come for Denmark's cheap and readily accessible beer, wines and spirits. As Europe's oldest kingdom and the home of Hans Christian Andersen, Denmark is often marketed as a "fairytale country". The term is so ingrained that it is still used in international news reports, especially when the news is of a nature contradicting the image such as the Copenhagen riots or the Jyllands-Posten Muhammad cartoons controversy.

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