Current information about USA tourism

Updated November 2025

Finland's position in the market

Finland’s popularity and awareness are steadily growing among North American travelers, even if it remains a niche choice compared to the well-known European destinations. Much of that momentum is driven by Lapland’s winter “bucket list” appeal—Northern Lights, Santa experiences, and stays in special accommodations like, glass cabins.

At the same time, the Helsinki region continues to be the most popular destination. Known as a clean, welcoming, and design-forward gateway city where English is widely spoken and logistics are straightforward. Media attention around Finland’s happiness rankings, sauna culture, and contemporary design has broadened its appeal, helping travelers see it as both inspiring and practical.

Although the awareness of Finland has been growing very well in the US, Finland is still behind the other Nordic destinations in awareness and overnights from the US (compared to Iceland, Sweden, Norway and Denmark).

For many U.S. travelers, Finland isn’t a first-time Europe pick; instead, it converts well among repeat visitors looking for something new, safe, and nature-led, with fewer crowds and a strong sustainability ethos.

Consumer trends and behavior

Here are the top trends reported by Signatrue Travel Network in November’s Conference

• Adventure Tourism Growth – Adventure tourism expects 16.8% CAGR through 2030, expanding from $406 billion to over $ 1 trillion.
• Luxury Travel Market – Luxury travel anticipates over 8% CAGR globally with private and customized tours driving growth.
• Expanding Exploration within Popular Destinations – Travelers discovering more of popular countries. New experiences.
• Group & Celebration Travel – Multi-generational and celebration travel grows with demand for private villas and family-style tours.
• Slow Season Travel – Travelers are purposely looking for off-season travel to allow for a slowed, deeper experience in destination.
• Next-Level Wellness – Emerging wellness trends include biohacking and longevity treatments for improved health and vitality.
• Rise of Solo Travel – Solo travel continues to rise as more people seek personal empowerment and unique adventures.
• Culinary Immersion – Travelers increasingly seek deep culinary experiences to connect with local cultures through food.

Despite financial pressures and shifting travel landscapes, Americans are traveling more in 2025 than they have in the past five years, according to the latest edition of Portrait of American Travelers by MMGY. The study, which surveyed over 4,500 active leisure travelers, uncovers key trends shaping U.S. travel, from a strong desire for meaningful experiences to the rising role of AI and sustainability in trip planning.

Additional highlights from the report include.

• Travel Is an Investment in Well-Being and Connection: American travelers plan to spend more ($5,138) and take more vacations (4.2) in the next 12 months than any time in the previous five years.
• Sustainability Matters—As Long as It’s Affordable: Environmental consciousness continues to shape travel decisions, with travelers showing a strong preference for eco-friendly options that do not come at an added cost. Off-season travel has become a key sustainability strategy, reducing environmental strain while offering budget-friendly options. In addition, 58 percent of travelers cite concerns about overtourism as a factor influencing their destination choices over the next five to 10 years.
• Technology & AI: Tailored Travel Planning: Generational differences in travel planning are becoming more pronounced, with Gen Zers and Millennials relying heavily on AI tools and social media influencers for trip inspiration and itinerary creation. In contrast, Boomers continue to favor traditional travel advisors and review websites.
• The Rise of International Travel: International travel is experiencing a significant resurgence, with over one in three (35 percent) U.S. travelers who expect to travel in the next six months planning an international trip. Europe, the Caribbean, Canada, Mexico and Asia remain top choices, with Europe particularly appealing to Boomers

Industry update and distribution channels

October U.S. Travel Agency Air Ticket Sales Top $8.6 Billion. The Airlines Reporting Corp. (ARC) released data showing U.S.-based travel agency air ticket sales totaled $8.6 billion in October 2025 , a 6 percent year-over-year increase and the highest October monthly sales total recorded by ARC. These results mark the fourth-straight month of record monthly sales.

Meanwhile, passenger trips issued through online travel agencies in October decreased 1 percent year over year, while passenger trips issued through leisure agencies increased 4 percent. Passenger trips issued through corporate travel agencies decreased 5 percent over the same period.

Results for October 2025 showed: total sales were $8.6 billion, down 1 percent from last month but up 6 percent from the same month last year; total passenger trips were 24.6 million, down 3 percent from last month but up 4 percent from the same month last year; U.S. domestic trips were 15.7 million, down 4 percent from last year but up 2 percent from October 2024; international trips were 8.9 million, down 1 percent from last month but up 8 percent from the same month in 2024.

“Uncertainty caused by the U.S. government shutdown may have had a short-term negative effect on corporate and government air travel in October, but overall, U.S. air travel had another positive month," said Steve Solomon, chief commercial officer at ARC. "Robust international travel and steady domestic demand are driving ticket volumes above 2024 levels."

About 50% of the travelers in the US book through traditional sales channels such as tour operator and travel advisors. Americans use much more travel advisor's services than consumers in other markets and therefore travel advisors, travel agencies and consortias are important B2B partners. Especially luxury category travels with tailor made itineraries designed by their travel advisor.

Finland travel USP's

The northern lights, nature, culture&design and saunas interest in the US. As sauna and Finnish sauna culture is the only USP that we can clearly take ownership of, we should continue incorporating sauna in our messaging, designed so that it appeals to the Americans.

None of the USP's alone drive decision making when American traveler is making a decision to travel to Finland, but they all complement each others.

Because U.S. travelers tend to search Alaska, Iceland, and Norway first for northern lights, we must do more to position Finnish Lapland as a competitive choice.

It is also important to remember to emphasize the extraordinary accommodation options and the great infrastructure Finland has, especially in the north compared with other arctic areas. Experiencing nature, the lakes, archipelago and midnight sun or white nights and learning about the local culture and history interest when considering travel to Finland in the summer.

Finland's ranking as the happiest country has also greatly increased the awareness of Finland in the US in all traveler segments. Currently high end travelers are our focus segment, because there is a lot of potential still, but also mid and low budget travel can be expected to grow.

Finland is seen as a sustainable travel destination by those who know the country, but we still have a lot of work to promote Finland in the US. More and more travelers now are interested in visiting destinations and buying from businesses that operate sustainably. American travelers want to support local businesses.

Future outlook and upcoming season

The outlook for the upcoming winter season is strong for Finland. Tour operators continue to increase their capacity in Lapland and more and more travel advisors are getting familiar with Lapland. Many TOs continue to bundle Northern Norway and Northern Finland into combined itineraries, while Swedish Lapland is pushing hard to compete through aggressive promotions and sharp pricing. At the same time, demand for Finnish Lapland is exceptionally high.

For ex. Abercrombie & Kent says the Nordic region is experiencing unprecedented demand as travelers chase the “peak aurora” moment of the solar maximum. But the company also is seeing a shift towards wellness-focused Arctic experiences—ice therapy retreats, midnight sun meditation and biophilic design hotels. It's wellness tourism meets celestial theatre, appealing to guests seeking both physical and spiritual transformation.