“The new Nordic cool”

Economic growth in the US is projected to remain robust supporting increased wages and private consumption. In this light travel flows from this market continue to support Northern European tourism growth with annual average of 4,8 % 2017-2022 (1).  Another positive sign for leisure travel is that Americans are expecting to increase their travel budget sharply (2).

The Nordics have become more and more popular in the US. For example in Copenhagen the US is already the largest source market. The traveler numbers to Finland are growing along with the other Nordic and Baltic countries. American travelers are price conscious but they are looking for new destinations and unique experiences. Nordic design, life style, cuisine, nature and high standard infrastructure are appealing. Finland is a new and fresh alternative to more mature destinations. Finland has also received a lot of positive media attention. That is helping us to promote Finland as a desirable travel destination.

Promoting Finland  as a mono travel destination

We have succeeded in promoting Finland as a mono destination to some tour operators already and this work continues. The mono destination packages currently include mainly Helsinki and Lapland and our next goal is to widen the offering to Archipelago and Lakeland regions. Finland has been marketed heavily in the US as a great winter getaway spot for adventure travel, along with of course summer excursions topping the charts with Helsinki city stays. As a cruise destination Helsinki is one of the leading passenger ports in the Baltic.

Most of the packages designed for the Nordics and Baltic region still include only one or two days in Finland. However, as the Nordics have become a “hot” destination, we are seeing more and more groups from the US.

Also in US partnerships with tour operators and media through co-op programs will allow both parties to reach more consumers. We are actively seeking joint promotional campaign partners in the US and we welcome the Finnish regions and suppliers to participate.



Iceland, Scandinavian and Baltic countries are our main competitors. Norway’s focus is on adventure travel, fjords, hiking, Oslo and green tourism. Denmark promotes Copenhagen, cruise, GLBT, culinary themes, and collaboration with Sweden. Sweden´s focus is on Stockholm, culinary themes and Southern Sweden. Iceland promotes Reykjavik, great outdoors, culinary themes, Northern Lights and stopover in Iceland.


Current offering: Scandinavia / Baltics / Finland (+ Russia) group tours, Helsinki, Lapland in winter (special accomodations & experiences)
Requires extra promotion: Archipelago, Lakeland & Lapland in summer, StopOver in Finland year round


Winter & summer adventure & activities, Finnish lifestyle, cuisine, design, culture, music and history, nature & natural phenomena, education

Target Groups

Main target areas are North Eastern US, Chicago and California but all US travelers are under the radar for visiting Finland, as Finland has something to offer all age groups interested in new destinations, Nordic lifestyle and YOLO experiences. There is also a big clientele in high end travel in general and for example in upscale walking and biking tours. Especially the latter requires a lot of infrastructure development. The service quality must meet the requirements of the demanding customers.

In order to focus on these groups, new itineraries are needed to drive interest and bookings to each category:

  • City Breakers
  • Cruise Passengers
  • Nature Explorers
  • Nature Wonder Hunters
  • Activity Enthusiasts
  • Comfort Seekers
  • Authentic Lifestyle Seekers

Our messages in USA

Finland is “new nordic cool”, innovative, friendly, always close to nature and water. Finland has unique experiences, natural phenomena and extra ordinary accommodation. Experience the life style, design and cuisine with a Finnish twist.

1) European Tourism in 2018: Trends&Prospects
2) The State of American Traveler study



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