European Markets

The United Kingdom and Germany

Wyoming has had representation in the UK and Germany since 1990. The markets are considered Mature due to the strong relationships already established between Wyoming and the travel trade and media. These markets continue to show strong inbound tourism numbers to the U.S.; outside of Canada and Mexico, these markets rank 1 and 2 respectively. Along with the strong support from the travel trade in these markets, the consumers have a very strong understanding of Wyoming’s product offerings and the American west. While some of the travelers still prefer to travel in groups or on motorcoachs, the majority of the travelers are Free Independent Travelers (FIT) or are fly-drive travelers. Wyoming Offic eof Tourism continues to support these markets through sales missions, tradeshows, SEM’s, FAMs, advertising in publications, tour operator co-op marketing, and through monthly sales calls by the in-market representatives. The importance of these markets to Wyoming’s success in the international realm is mirrored by the budget allocated annually.  

France and Italy

France and Italy are considered Established Markets for Wyoming. The classification is due to their steady number of visitors to the U.S. as well as the relationships that have been built with top media and travel trade. Wyoming has had representation actively promoting in Italy and France since 1992. These two markets are both projected to continue at the current level of inbound visitors through 2018. Both Italy and France are markets that visitors still continue to do the majority of their bookings through the travel trade, due to the reassurance that comes with the method. As established markets that aren’t projecting significant growth numbers, we will look to invest in marketing opportunities in these markets at a reduced level with the majority of the outreach taking place through FAMs and international shows located in the U.S.


The Nordic region (Norway, Sweden, Denmark, Finland), and the Benelux region (Belgium, the Netherlands, Luxemburg) make up Opportunity Markets for Wyoming. These regions are in this classification due to their relatively small number of visitors annually sent to the U.S. The Nordic region sends roughly 2.5 million visitors to the U.S. each year with little projected change. Our office has built strong relationships with the largest tour operators in the region, as well as top media outlets since conducting the first sales mission in 2005. The marketing in the Nordic region will continue to reflect the relatively low ceiling of growth while still reaching the visitors through the framework in place. 

The Benelux region is very similar to the Nordic, in terms of projected growth and opportunity. The three countries of Belgium, the Netherlands, and Luxemburg have strong value with limited upside to increased marketing. The majority of the outreach in these countries is done through the internet and digital campaigns. Marketing in the Benelux region will remain at a reduced level through in-market representation, international shows held domestically, and small distribution of materials at the large tradeshows in country through the travel trade.   

  • Nordic Market Summary
  • Sweden Consumer Website - Coming Soon... 
  • Finland Consumer Website - Coming Soon... 
  • Denmark Consumer Website - Coming Soon... 
  • Norway Consumer Website - Coming Soon... 
  • Benelux Market Summary
  • Benelux Consumer Website - Coming Soon... 

If you have additional questions or comments about these regions, please contact: 

James Scoon
Director of Global Partnerships
(307) 777-2852
Email James