In May, Travel South USA stayed highly engaged with trade and media in Denmark, Norway, and Sweden through agency trainings, consumer campaign planning, and newsletter outreach. Activities included Swanson’s USA Day, the PATA agency event in Aarhus, and ongoing development with FDM Travel and Icelandair. Icelandair’s Nashville route is performing exceptionally, and interest in TSUSA destinations is rising.
Trade & Media Engagement
TSUSA supported 8 trade meetings and trained 8 new agents. Key operators like Cowboy Reiser and USA Tours shared post-FAM coverage and are building Southern itineraries. Showcase participation interest is high—even among markets where U.S. sales are soft, showing strong destination curiosity. Media engagement included two meetings with top-tier freelancers and the distribution of the “Experience the South Without Breaking the Budget” newsletter in four languages. The campaign logged a 36.4% open rate and 3.3% click-through rate, reflecting strong resonance.
Market Trends & Travel Demand
While overall U.S. bookings are down 14% across the Nordics, TSUSA continues to receive proactive operator interest, even from brands scaling back elsewhere. Long-haul travel is still considered aspirational and worthwhile, especially when framed as affordable and culturally enriching. Notably, SAS was ranked the most punctual airline globally, reinforcing confidence in Nordic-based air travel.
Key Takeaways & Next Steps
• Capitalize on Icelandair’s Nashville success with regional co-promotions
• Support affordable Southern travel storytelling across Nordic media
• Confirm Showcase attendance and strengthen fall 2025 trade visits
• Partner on FDM consumer campaign launching post-summer
• Reinforce off-path, immersive experience messaging
The Nordics remain a high-quality, experience-driven market with strong long-term potential.
