Denmark’s long coastline and numerous islands are geographical features that allure countless tourists each year to the Scandinavian country. The Danish island of Sams attracts its visitors almost exclusively in the summer season. The paper concentrates on analysing the travel behaviour of Sams tourists in order to generate new marketing ideas. Given the fact that the island’s economic outcome severely relies on high occupancy rates it is reasonable to initiate a new and feasible marketing concept. The author delivers an insight into the business operations of Destination Sams , the local tourist office, as well as the operations of the engaged ferry companies. Furthermore, Gudrun Kruger investigates existing marketing plans and used instruments. Based on a survey, the author analyses the booking and travel patterns of Sams tourists, their satisfaction levels as well as their socioeconomic characteristics. The paper addresses economists, operations managers at island destinations, marketing managers as well as tourist offices. It is assumed that – to some degree – the findings are adaptable to other destinations that are faced with similar conditions.

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