February roadshow and showcases engage Nordic and Italian travel trade
Valerie Lomeli, International Marketing Coordinator
March 27, 2026
Visit California participated in a series of travel trade engagements and in-market meetings across Denmark and Italy from Feb. 22 to March 4, strengthening industry partnerships and gathering market insights to inform ongoing international strategy.
The trip included participation in the Discover America Nordic Roadshow in Copenhagen and the 2026 Forum & Showcase USA–Italy program, along with integration meetings with agency partners in both markets. Across all engagements, Visit California connected directly with tour operators, travel advisors, airlines, and media, reinforcing the state’s positioning and identifying opportunities for growth.
Nordic Market Engagement Highlights
At the Discover America Nordic Roadshow in Copenhagen, Visit California joined U.S. destinations and partners for a full day of trade and media engagement. The program included a two-hour roundtable discussion with 16 airline, tourism board, and trade partners focused on industry outlook, demand trends, and opportunities for collaboration.
The trade show brought together more than 100 travel trade professionals and 30 media and influencers, alongside 30 U.S. exhibitors. Visit California participated with regional partners including Visit Santa Cruz and Visit Inland Empire.
Insights from the Nordic market indicate that group travel is emerging as a key driver of airline bookings to the United States, including California. Airlines are maintaining — and in some cases expanding — transatlantic capacity, while premium travel demand remains strong. Corporate and visiting friends and relatives (VFR) segments are also holding steady.
Despite broader market headwinds, California and other U.S. “blue state” destinations continue to see consistent interest and bookings. However, some tour operators noted hesitancy in actively promoting U.S. travel due to perception concerns, even as destinations remain included in product offerings.
Direct engagement during the roadshow generated qualified leads and follow-up opportunities for partnerships, product inclusion, and editorial coverage, while strengthening existing relationships in the region.
Italy Market Engagement Highlights
Visit California also participated in the Visit USA Italy Forum 2026 (Feb. 27) and Showcase USA–Italy 2026 (Feb. 28–March 1), organized in partnership with the U.S. Commercial Service.
The Forum provided an overview of U.S. travel trends and market updates, including a Visit California presentation highlighting Route 66 experiences within the state. The Showcase included 27 pre-scheduled appointments with Italian tour operators, travel advisors, and media, along with additional networking opportunities.
In total, the program engaged approximately 50 Italian travel trade and media representatives, supporting both relationship building and new business development.
Market insights from Italy show continued resilience in demand for U.S. travel, with tour operators reporting a modest 6-7% decline in bookings. Italy is outperforming the previous year, with visitor spend to the United States up 8%.
Interest remains strong in core U.S. experiences, including major cities, national parks, and self-drive itineraries. At the same time, operators are adapting pricing and incentives to maintain demand amid rising costs.
Additional trends include increased demand for customized itineraries influenced by AI tools and social media, growth in both last-minute and long-lead group travel bookings, and rising interest in alternative routes and less crowded destinations.
Key Takeaways
Across both markets, in-person engagement provided valuable insights into evolving traveler behavior and trade sentiment. While external factors continue to influence perception, demand for U.S. travel, and California specifically, remains steady in key segments.
The programs strengthened Visit California’s relationships with international trade partners, increased visibility in priority markets, and identified opportunities to support future campaigns, product development, and trade initiatives.
