The population of the Denmark Shire is about 5,500 but it is increasingly a destination of choice for families, who want a safe environment for their children, baby-boomers, seeking a tree/sea change, and individuals that prefer life on a human scale. In addition Denmark and its environs are popular tourist destinations. At peak tourist times the population quadruples.

People are increasingly using the web to source out holiday destinations and as a result it is likely they will use the to find out more about the businesses that operate in Denmark. Reseach has indicated that there are more and more people taking the time to plan their holidays in this way.