USA attracts Finns with new experiential themes

The Discover America Nordic Roadshow began in Helsinki on 21 September and will continue to Stockholm, Copenhagen and Oslo during the week. According to Brand USA, approximately 720,000 travellers from the Nordic countries visited the United States in 2025. Together, the Nordic countries formed the United States’ sixth-largest European source market.

At the Helsinki event, US destinations and travel companies met Finnish tour operators, travel agencies and travel media. Participants included Choose Chicago, Visit California, Visit Dallas, Travel South USA, Wyoming Office of Tourism, North Dakota Tourism, I Love New York, Universal Destinations & Experiences and Kennedy Space Center Visitor Complex.

Discover America Finland’s mission is to promote travel to the United States, particularly among travel industry professionals. Its membership includes airlines, hotels, car hire companies, cruise lines, tour operators and tourism organisations, among others, and it works in cooperation with Brand USA.

After Helsinki, the Nordic Roadshow continues to Stockholm, Copenhagen and Oslo until 24 September.