New Nordic familiarization trip in Latvia & Finland for U.S. travel professionnals

U.S. travel professionals’ familiarization trip across Latvia and Finland 14.-20.9.2026

Tourism industry representatives from AAA Travel, Goway Travel, Holiday Vacations and Artisans of Leisure had an opportunity to discover some of Latvia’s and Finland’s most compelling nature, wellness, and cultural destinations during a special familiarization (FAM) trip organized through the Beyond Nordics initiative 14.-20.9.2026.

Carefully curated selection of destinations combined pristine nature, authentic local culture, wellness experiences, and high-quality tourism services. The itinerary showcases Latvia’s capital Riga, a UNESCO World Heritage city celebrated for its architectural heritage, vibrant culture, and culinary scene. Continued with the trip to Jurmala – Latvia’s leading seaside resort destination, known for its expansive white-sand beaches, wellness traditions, and unique coastal environment guests experienced local culture through visits to the Jūrmala Open-Air Museum and discover the city’s premium wellness and hospitality offerings. In Sigulda and the Gauja National Park participants explored some of Latvia’s most scenic natural landscapes.

From Latvia the itinerary continued in Finland by Lake Saimaa which lies in the heart of the world happiest country. In the charming lakeside town Savonlinna, surrounded by the beautiful water and islands of Lake Saimaa, the Nordic hospitality meets natural beauty and modern luxury. Best known for the medieval Olavinlinna Castle and the internationally renowned Savonlinna Opera Festival, the town combines fascinating history, culture and spectacular nature. Continued with the trip to another charming lakeside city of Lake Saimaa, Mikkeli where visitors can enjoy lakeside villas, cottages, traditional Finnish saunas, local food and outdoor activities in one of the Europe’s most beautiful and peaceful lake regions. Our guests experienced a Saimaa geopark Geosite and a national shrine, Astuvansalmi rock paintings, one of the biggest rock paintings in the Nordic countries.   

The program included visits to award-winning wellness facilities, historical landmarks, artisan workshops, and locally owned tourism enterprises that showcase the region’s commitment to sustainable and authentic visitor experiences.

Since today’s travelers increasingly seek meaningful experiences that combine nature, wellness, culture, and sustainability, this FAM trip offered first-hand insight into the unique experiences available across Latvia and Finland to discover how these destinations can be combined into inspiring itineraries for the North American market.

The Beyond Nordics initiative as part of the New Nordic project is co-funded by the Interreg Central Baltic Programme and brings together partners committed to strengthening Northern Europe’s visibility and competitiveness in international tourism markets.