The Nordics report highlights proactive engagement with travel trade, media, and partners across Denmark, Sweden, and Norway despite lingering market challenges. Travel South USA participated in Swanson’s USA Day and sponsored the PATA event in Aarhus, alongside targeted training sessions. Discussions continued with FDM Travel and Tourism Exchange, exploring phased campaigns for late 2025–2026 despite currently soft U.S. demand.
Trade & Media Engagement
A major highlight was the Icelandair fam trip, built around new and existing routes from Reykjavik to Nashville and Raleigh-Durham. The 8-day itinerary—featuring Nashville, the Smokies, Asheville, and Raleigh—generated strong trade enthusiasm. Participants praised the variety, lush landscapes, and standout Southern hospitality. Follow-up efforts will focus on tour development and content marketing.
The Michelin Guide press release was distributed across four Nordic countries with a 34.7% open rate. Media outreach included planning press trips with leading travel editors and writers. TSUSA’s April newsletter was also released, and results are forthcoming.
Market Trends & Travel Demand
While sentiment toward U.S. travel is cautious due to political concerns, pricing, and criticism of U.S. content in the media, interest in authentic, nature-based, and immersive travel remains high. The region’s strong preference for road trips, sustainability, and curated experiences positions the South as an ideal match. New Delta routes to Copenhagen from New York and Minneapolis further strengthen air access.
Key Takeaways & Next Steps
Looking ahead, TSUSA plans to attend Brand USA’s Nordic Roadshows and TravelMatch 2026 in Oslo. Despite temporary headwinds, strategic outreach and relationship-building ensure the South remains a compelling option for discerning Nordic travelers.
