2026 Discover America Nordic Roadshow

Brand USA is facilitating registration for Discover America’s 2026 Nordic Roadshow. For the first time, Copenhagen, Denmark will be part of the roadshow. This year it will take place across four key Nordic cities - Helsinki, Stockholm, Copenhagen and Oslo. Each event will feature a tradeshow with appointments and networking opportunities with tour operators, travel agents, and travel trade media who actively sell and promote travel to the USA. 

In 2025, the United States welcomed 720,000 visitors from the Nordic region (Sweden, Denmark, Norway, and Finland), making it the 14th largest overseas market and the 6th largest European market for U.S. inbound travel. While visitation declined 12% in 2025, the outlook remains promising — according to Tourism Economics, the market is projected to achieve an average annual growth rate of nearly 9% through 2031, surpassing pre-pandemic levels by 2030. Bolstered by strong air connectivity, extended length of stay, high visitor spending, and a well-established propensity to travel to the United States, the Nordic region represents a compelling opportunity for continued growth.

By attending the roadshow, U.S. partners can communicate directly with the trade and media and equip them with knowledge of their USA destination, products, and experiences. By investing in these markets together, we can further develop and grow inbound visitation from the Nordic region to the United States. 

For the third year, Discover America, along with Brand USA’s support, has moved the roadshow to the week prior to Brand USA Travel Week U.K. & Europe to allow more U.S.-based partners the opportunity to attend on their way to Brand USA’s Travel Week, this year in Amsterdam (September 28 - October 1, 2026). 

Together with Discover America Finland, Sweden, Denmark and Norway, we invite U.S.-based exhibitors to attend the Nordic Roadshow with a special offer!