Nordic Union Market Overview

Travelers in the Nordic countries of Denmark, Sweden, Norway, and Finland are maintaining a strong desire to travel. The COVID-19 pandemic and previous travel restrictions have increased Nordic travelers' desire to travel. Many are prioritizing travel despite inflation and geopolitical instabilities in Europe, highlighting the resilience of the Nordic market even in times of crisis.

Moreover, the most recent data on travel and tourism expenditure ranks the Nordic market at #6 in terms of expenditure in 2022, with a combined spending of 38.9 billion USD. Our data indicates that most Nordic travelers' holiday budgets will either grow or remain the same in 2023 compared to 2022, further emphasizing their desire to travel.

Inspiration and booking
Nordic travelers who long to experience the magnificence of the United States draw inspiration from various sources. Family and friends (59%) serve as their primary source of inspiration, while many also utilize search engines (44%) and travel company websites (32%). Additionally, an increasing number of Nordic travelers are finding inspiration through social media platforms, with Facebook (27%) and Instagram (26%) being the most prominent choices for those desiring to visit the US.

When it comes to booking, Nordic travelers tend to make separate online bookings for flights and hotels through various booking portals or travel agencies (38%). However, there is also a preference for booking package trips (flight + accommodation) online via travel agency websites (36%), followed by the use of price comparison sites (31%).

In the aftermath of the pandemic, tour operators and travel agents have noticed changes in booking behavior among their clients. Some now opt to book their travels much closer to the departure date (2-5 weeks), while others book further in advance than was common before the pandemic (8-10 months). Previously, bookings were primarily made 3-6 months in advance.

Travel to the US
Our data indicates a growing interest in the US. In 2021, 14% of Nordic travelers who hadn't visited the US expressed intent to do so within 3 years. This percentage has risen to 17% in 2023, equating to 3,860,000 travelers, showcasing a steady growth in short-term demand in the Nordic market.
Furthermore, the number of Nordic travelers expressing a desire to visit the US at some point is also on the rise. In 2023, 48% stated their aspiration to visit the destination, accounting for over 10 million high-spending travelers.

Current Travel Trends in the Nordics
Additional travel trends in the Nordic market include:

• 50% of all Nordic travelers consider the possibility of unique food-related experiences when choosing a holiday destination. This encompasses both local food stalls and renowned fine dining.
• Scandinavian travelers have a penchant for staying active during holidays, seeking out experiences such as excursions and sports like biking, hiking, surfing, and paddleboarding.
• Eco-tourism and sustainability are gaining popularity among Scandinavian travelers. Many are willing to pay more for a sustainable travel option, leading to increased interest in train travel and long-haul destinations with convenient train connections.
• With the resumption of international travel for Scandinavian travelers, more individuals are opting to book their "bucket list" destinations that they've dreamed of for years.
• In the era of frequent social media use, people share their travel experiences with friends and family as a form of self-promotion. This drives many to maximize their holidays by incorporating diverse experiences into a single trip, such as a round-trip visiting multiple places for various types of experiences.

In Market Representatives

Five Marketing Solutions Ltd
11a Barton Crescent
East Grinstead, West Sussex
RH19 4NR, UK
 
Peter Hannaford, Director of Trade & PR - Five Marketing Solutions,  [email protected]
Christina Holm Hansen, Travel PR, Social & Content Director - Related, [email protected]

Public Relations

GPP Nordic Coverage - FY 22/23
 

Marketing & Sales Activities

Travel South USA maintains a continuous commitment to travel trade tactics throughout the year in the Nordic region. This involves utilizing earned, owned, and paid media to enhance our endeavors within the markets. We engage in research initiatives and provide monthly trend reports, along with a comprehensive analysis of tour operators for the State Tourism Offices involved in the Global Partner Program. Our travel trade strategies encompass various activities such as sales missions, trade shows, workshops, an e-learning training platform, road shows, collaborative event marketing, and the recruitment of key tour operators for the Travel South USA International Showcase & Super FAM Tours. Additionally, our approach to earned, owned, and paid media incorporates strategies that includes hosting visiting journalists, participating in Global Week and conducting associated FAM Tours, executing social media campaigns, and coordinating cooperative advertising campaigns.