The Nordics December Report highlights key trade and media engagement efforts that are driving interest in Southern U.S. destinations.
Trade & Media Engagement
- Eight Nordic delegates attended the Travel South International Showcase 2024, participating in meetings and site visits that strengthened interest in road trips, outdoor adventures, and cultural tourism.
- 42 trade meetings and 22 media articles were published, generating 2.46 million impressions, increasing visibility for key destinations such as Georgia, Tennessee, and the Carolinas.
- Travel trade collaborations are expanding, with ongoing partnerships with Nyhavn Rejser, FDM Travel, and USA Rejser to develop new fly-drive itineraries and marketing campaigns for 2025.
- Icelandair and MidAtlantic are planning a fam trip to Tennessee and North Carolina, further promoting the region’s unique offerings.
Market Trends & Travel Demand
- Airfares from Denmark have hit a 15-year low, with January 2025 prices 25% cheaper than the previous year, increasing affordability for long-haul travel.
- Nordic travelers are showing strong interest in music tourism, food experiences, and immersive local culture, with millennial travelers seeking Instagram-friendly destinations and modern culinary trends.
- Road trips remain a key selling point, with operators designing itineraries that include hidden gems and lesser-known destinations.
Key Opportunities & Next Steps
States should leverage Nordic travelers’ high disposable income and preference for extended vacations by enhancing trade partnerships, developing experiential tourism campaigns, and promoting air accessibility to sustain growth in 2025.