Nordic Town Hall Meeting 2023

Nordic Town Hall

USA TRAVEL SHOW March 23-24, 2023

Insights from Nordic Town Hall Meeting

We are introducing the first Nordic Townhall meeting with an executive panel of members from Tour Operators, Airlines, Brand USA.

Get insights from SAS, Play, Norse, FDM and Brand USA on what’s happening in the skies, cooperation between tour operators and airlines as well as the landscape in general.


Richard Peterson

President & CEO, U.S. Cultural & Heritage Marketing Council

Twenty-five-year industry veteran, providing the unique perspectives connecting the critical global tourism intersections of culture, commerce, and communities. Career achievements include leadership roles with the Los Angeles Tourism Board, Hilton Hotels, Santa Monica Travel & Tourism, and the California Academy of Sciences.

Sonja Arnórsdóttir

Chief Commercial Officer, PLAY Airlines

With more than ten years of experience in aviation, Sonja has made significant contributions to the airline industry. She was on the startup team for the two startups in Iceland, WOW air and PLAY, and led the revenue management team at WOW air and later took on the same role at PLAY airlines before being promoted to CCO.

Theres Briger

Head of Sales, SAS

More than twenty years of experience in the Airline Industry. In her role, Theres is responsible for driving the sales strategy and execution to achieve revenue growth and customer success together with the sales teams. Theres has been working at Scandinavian Airlines for eight years. 

The Panel

Jesper Ewald

Head of Sales and Purchasing, FDM Travel - Chairman Discover America Denmark

More than 40 years of experience in the Travel Industry, and 33 years at FDM Travel - responsible for Sales and Purchasing. Jesper is Chairman Board of Directors Discover America Denmark since 2011

Bård Nordhagen

Commercial Director, Norse Atlantic Airways

Bård joined Norse in September 2022 as Commercial Director. He is

leading the commercial areas of marketing, product and customer experience, supporting the goal to succeed with making long haul transatlantic available to more people.