Market spotlight: Nordics

Karin Gert Nielsen
Managing Director
Visit California Nordics

Market performance

The Nordic market continues to represent a source of high-value visitation to California. While the region contributes a relatively modest share of overall international arrivals, Nordic travelers are characterized by longer stays, multi-region itineraries and strong visitor spending.

According to Visit California's latest Global Market Profile, Tourism Economics forecasts approximately 155,000 Nordic visitors to California in 2026, a 3% increase over 2025. Visitor spending is projected to reach $394 million, up 5% year over year, with continued growth forecast through 2030.

Recent performance reflects broader global trends affecting international travel. Through May 2026, California welcomed 38,000 air visitors from the Nordic region, representing a year-over-year decline of 15.5% Overall international visits to California also declined during this time driven by geopolitical uncertainty, shifting traveler sentiment and elevated travel costs. While recent demand has softened, the long-term outlook remains positive as Nordic travelers continue to demonstrate a strong appetite for long-haul, experience-led travel.

Nordic travelers already visit all 12 of California's tourism regions, demonstrating a strong propensity to explore beyond the state's traditional gateways. With particularly strong visitor spending in the Central Coast, Central Valley, High Sierra, Los Angeles regions, the market presents opportunities to further encourage regional dispersal through multi-region itineraries and road trip experiences. These travel preferences align closely with California's diverse tourism offerings, where authentic experiences, outdoor recreation, road trips and cultural discovery continue to resonate with Nordic travelers.

Competitive environment

Competition for Nordic travelers continues to intensify as destinations across North America, Asia and Southern Europe compete for long-haul visitors. Price sensitivity remains an important consideration, with travelers increasingly evaluating destinations based on overall value rather than price alone. At the same time, travel planning has become more fragmented, with travelers relying on AI-powered search, trusted creators, travel advisors and editorial content throughout the decision-making process.

California's breadth of experiences continues to differentiate the destination. Continued collaboration with airline partners will also remain important in supporting long-term accessibility and maintaining strong connectivity between the Nordics and California.

Visit California programs

Visit California’s partnership with SAS, the Nordic region’s flagship airline, is highly valued and continues to serve as a trusted platform for promoting California across SAS-owned channels. Together, Visit California and SAS are expanding their collaboration through travel trade familiarization trips, Club California events and high-level roundtable meetings, creating valuable opportunities to engage key industry partners and strengthen California’s presence in the Nordic market.

Additionally, in honor of Route 66’s Centennial, Visit California recently led Nordic tour operators on an unforgettable journey through Southern California and along the iconic Route 66. The itinerary highlighted the remarkable diversity of experiences these destinations offer, inspiring future travelers to discover Southern California by road.

Visit California will continue building on the Ultimate Playground platform by prioritizing high-value travelers through authentic storytelling, trusted partnerships and destination education that showcase the state’s diversity beyond its iconic destinations. As AI-driven travel discovery and trusted third-party recommendations increasingly influence traveler decisions, Visit California will continue investing in earned media, creator partnerships and trade engagement to strengthen destination consideration and long-term competitiveness in the Nordic market. Collaboration with airline, destination and travel trade partners will remain central to increasing connectivity, deepening California knowledge and encouraging regional dispersal throughout the state.