For the past several years, International Roundup has been one of the most important annual events in our work with The Great American West. Since 2018, Related has represented the region in the Nordic market, working to connect travel advisors, tour operators and media with the destinations and tourism partners across Wyoming, Idaho, South Dakota and North Dakota.
This year’s program began with The Great American West’s annual summit in Medora, North Dakota, where the state tourism offices, partners and international representatives came together to discuss priorities, market updates and upcoming initiatives. During the summit, Hanna was awarded “Representative of the Year” – a recognition connected to Related’s work representing the region in the Nordic market.
Following the summit, Medora quickly transformed into an international meeting place as buyers from seven global markets gathered alongside more than 100 tourism suppliers from across the region for International Roundup.
One of our main responsibilities leading up to the event is inviting and coordinating Nordic participation. Every year, we bring selected travel agents and tour operators from the Nordics to experience the region, meet local partners and strengthen product knowledge firsthand. This year, we exceeded our target of two Nordic attendees and were happy to welcome three Nordic agents to North Dakota.
While the event itself lasts only a few days, the work behind it begins long before arrival in Medora. As representatives of The Great American West, we coordinate travel logistics, prepare the attending agents, schedule meetings and provide US suppliers with updates and insights about the Nordic travel market. The goal is to create valuable business opportunities for both sides and ensure the meetings are as productive as possible.
Once on site, our role shifts into hosting, supporting and connecting. During International Roundup, we make sure our Nordic attendees are well taken care of while also attending our own one-on-one meetings with suppliers from across the four-state region. These conversations are an essential part of our work, helping us stay updated on new developments, products and experiences while strengthening long-term relationships with our partners.
Beyond the business meetings, International Roundup is also an opportunity to deepen our own understanding of the destinations we represent. During the days in Medora, attendees explored Theodore Roosevelt National Park, spotting bison, wild horses, prairie dogs and coyotes across the dramatic Badlands landscape. The group also received an exclusive preview of the new Theodore Roosevelt Presidential Library, opening July 4, 2026.
One particularly memorable moment was the opportunity to speak with North Dakota’s First Lady, Kjersti Armstrong, who shared her Norwegian heritage with the Nordic delegation – a meaningful connection that added a personal dimension to the visit.
The program also included the annual Buckle Club celebration, where new members are inducted into the club and receive their own cowboy names – a long-standing tradition that captures the welcoming spirit and character of the West.
Following International Roundup, Hanna continued through North Dakota on a fam trip hosted by North Dakota Tourism, visiting Minot, Grand Forks and Fargo to gain further insight into the state’s tourism offerings and experiences.
For us, representing a destination is about far more than marketing. It is about building relationships, understanding the product on the ground, creating connections between markets and partners, and continuously finding new opportunities to position the region in meaningful ways for Nordic travelers.
This year’s summit and International Roundup were a strong reminder of why those relationships matter – and why being present in the destination remains such an important part of our work.
