Nordic Global Reps

Trade & Media Engagement

Engagement remained high among key partners, including FDM, Swanson’s, and Nyhavn Rejser, with upcoming co-promotions and catalog placements for 2026.

The September trade newsletter, themed “Recreational Experiences in the South,” achieved a 31% open rate and 2% click-through across all four markets. Media outreach included meetings with editors from Finland’s Matka and Sweden’s Café and King magazines, reinforcing press interest in Southern storytelling.

Market Trends & Travel Demand

Nordic travelers continue to favor immersive, nature-driven, and sustainable itineraries. While regional airport disruptions and the forthcoming EU Entry/Exit System could briefly slow outbound flows, long-haul interest remains resilient.

Operators report consistent bookings for 2026 and optimism about U.S. tourism recovery.

Key Takeaways & Next Steps

• Capitalize on FDM’s influencer content for social and media amplification.
• Strengthen cooperation with tour operators through Brand USA Week London and the Nordic Discover America events.
• Emphasize Southern outdoor, cultural, and culinary narratives to maintain momentum into FY26.

📊 1. Market Overview & Strategy

• Strong cultural affinity: Nordics rank within the top 10 overseas markets for the U.S.; about 8 million travelers from these countries took international trips in 2023, with 68% planning equal or more trips in 2024—a sign of sustained strong demand.

• Economic context: Travelers are budget-conscious due to cost-of-living pressures, making value and sustainability central to trip planning.

• Air connectivity boost:

  • SAS launched Copenhagen–Atlanta.

  • Icelandair added four weekly flights from Keflavik to Nashville (starting May 2025).

  • American Airlines added Copenhagen–Philadelphia service.

🔧 2. Trade & PR Execution

Trade Activation

• Road‑show workshops: Held Discover America sessions in Stockholm, Helsinki, Oslo, Gothenburg, Malmo, and Copenhagen, targeting regional agent communities.

• Training & fam trips: Eight tour operators attended the International Showcase in Atlanta, followed by fams to Tennessee, Kentucky, North Carolina, and more.

• Ongoing engagement: Notable meetings with agents like FDM, Gislev, USA Rejser; Icelandair lounge access initiatives tied to new flight routes.

PR & Media

• High-touch outreach: Around 60 media meetings, 70+ articles, and newsletters achieving ~30% open rates and generating approximately 8.9 million impressions.

• Media fams:

  • April 2025 Global Media FAM to Louisville.

  • Consumer media events in December 2024 (Stockholm) & April 2025 .

• Recognition: Nordic agents and tour operators earned accolades at the Danish Travel Awards.

📈 3. Performance & Market Context

• Trade metrics: FY ranged 49–60 trade meetings quarterly, training over 300 agents by December, and notable media momentum.

• Media impact: Q3 impressions reached 1.6M+, building on earlier quarters for a cumulative total exceeding 2.4M.

• Favorable seasonality: Airline capacity surges lowered fares to 15-year lows, boosting sentiment and travel interest.

• Tourism trends: Nordic travelers favor immersive cultural and urban experiences, road trips, and sustainable travel—aligning perfectly with Southern U.S. offerings.

🔑 4. Key Insights

1. Connectivity drives demand: New routes (ATL, BNA) enhance Southern U.S. visibility and feasibility.

2. Strategic PR engagement fueled positive media coverage and consumer awareness.

3. Trade activation matured with expanded reach—training, agent workshops, fams, and recognition.

4. Value and sustainability matter: Nordic travelers prioritize experiences that align with budget-conscious yet eco-friendly preferences.

5. Storytelling is resonating: Cultural, musical, and road-trip narratives are effective with Nordic source markets.

🎯 5. FY25 Recommendations

• Deepen air route promotion: Collaborate with SAS and Icelandair on co-branded campaigns; feature Atlanta and Nashville extensively.

• Expand regional trade outreach: Add workshops in Aarhus, Jutland, and smaller Nordic hubs.

• Push sustainability messaging: Highlight eco-friendly itineraries, off-the-beaten-path travel, and slow tourism options.

• Scale fam programs: Host more multi-state fam trips, especially aligned with the new air services.

• Leverage earned media and awards: Repurpose PR wins and awards to amplify credibility and campaign trust.

🧭 6. Conclusion

FY24–25 marked a turnaround for Travel South USA in the Nordic region—assuming renewed visibility via new air access, robust trade and media initiatives, and a strong alignment with Nordic traveler preferences. With momentum in place, FY25 should focus on reinforcing connectivity, sustainability, and immersive Southern U.S. storytelling to sustain and grow visitation.

Trade engagement includes newsletters, training sessions, webinars, and roadshows in partnership with key airlines and tour operators. Media strategy targets high-profile Nordic outlets, press trips, and themed PR events, amplifying Southern hospitality, culture, and travel diversity. Sustainability considerations, geopolitical factors, and digital-first booking habits shape messaging and channel selection.

KPIs aim for 45+ media meetings, 60 articles, 70M impressions, and 550+ trade training participants. By combining relationship-driven activations with targeted storytelling, the plan seeks to position the Southern USA as an accessible, authentic, and must-visit destination for Nordic travelers