In December 2025, Related organized a Nordic sales mission for our client, The Great American West – the destination brand representing the four U.S. states of Idaho, Wyoming, North Dakota, and South Dakota. With the aim of connecting the state representatives with the Nordic travel trade, Related created a packed itinerary featuring one-to-one meetings and opportunities to engage with both new and existing partners.
The trade team at Related was responsible for all planning and logistics, including transportation, accommodation, meeting bookings, and event planning across Sweden, Denmark, and Norway. The five-day mission consisted of targeted workshops, in-house sales training sessions, and individual product meetings with key tour operators and travel agencies. The program provided the U.S. states with direct access to both sales teams and product managers, ensuring effective communication of each destination’s offerings.
The mission was complemented by networking events in collaboration with two strong airline partners, where professional content and relationship-building went hand in hand. In Aarhus, we hosted a product update at our own premises and invited travel agents to a product update followed by an All-American cornhole tournament, in close collaboration with AF/KLM/Delta. The event was a great success, and one lucky winner went home with a branded The Great American West cornhole game.
In Oslo, we teamed up with Icelandair and Discover America for a second networking event, where professional content was paired with meaningful relationship-building in an informal setting.
Overall, the sales mission strengthened awareness of the participating states and established a strong foundation for increased sales and future cooperation in the Nordic markets. It also provided the state representatives with valuable insights into market sentiment.
