Finnair CEO Hosts First U.S. Media Roundtable in New York

‍NEW YORK — Finnair (AY) CEO Turkka Kuusisto met with U.S. media for the first time at an exclusive breakfast roundtable. 

Joined by Javier Roig-Sanchez, the airline’s newly appointed General Manager for North America, the discussion centered on Finnair’s strategy for the rest of 2025 and beyond, its U.S. growth ambitions, and the Nordic region’s rising appeal for American travelers.

A Warm Welcome to North America

Roig-Sanchez opened the morning by reflecting on his three decades with Finnair and his recent move across the Atlantic:

“I came only in March to Dallas, Texas. Not to New York, not to Chicago, but Dallas—and it has a large meaning behind it,” he explained. “We fly to six airports in the U.S., but our strong partnership with American Airlines makes Dallas, their home hub, a logical base for me. It’s a big change to start a new life and professional journey here, but North America is a market I feel increasingly comfortable in.”

Kuusisto: From Pilot’s Son to CEO

When Kuusisto took over as CEO in January 2024, he said the role carried deep personal significance.

“My father flew for Finnair for 34 years. When I told him the news, he turned pale and said, ‘Congratulations, my son. That’s the second-best job in the company—as you’ve taken it from the pilot’s seat.’”

Now, 14 months into the role, Kuusisto highlighted Finnair’s resilience after what he called a “double crisis”: first the pandemic, then the closure of Russian airspace following the invasion of Ukraine.

“We lost 90% of our business in a heartbeat in 2020. Just as we were returning to 2019 schedules, the war started. But thanks to our teams, 2023 and 2024 were profitable years, and we have proven that we can create customer and shareholder value as a standalone airline.”

U.S. Growth, Balanced Networks

The CEO underscored North America’s importance in Finnair’s network rebalancing:

“We have invested heavily in transatlantic traffic. Dallas and Seattle were added in 2022, Next spring we’ll relaunch our famous Helsinki–Toronto route [this service will be the first time in over a decade that Finnair has flown to Canada and will be the only nonstop flight linking Canada and Finland]." The demand is certainly there, "Passenger flows from the U.S. to Europe on our flights grew 28% year-over-year, clear evidence that our strategy works.”

However, New York remains the airline’s cornerstone. “We’ve flown to New York for 56 years,” Kuusisto noted. “But Dallas has also been a tremendous success, with 80% of our passengers connecting onward across the U.S. through our partner American Airlines.”

E190 Retrofit, Narrowbody Renewal

We inquired about the Embraer E190 retrofit program and the timeline for replacing AY’s older Airbus narrow-body aircraft.

Kuusisto responded:

“Seven of the Embraers already have the new cabin, aligned with our long-haul design. I flew on one recently, and the positive feedback has been tremendous. The E190 is critical for us, especially with Russian airspace closed, because we need more regional flying to feed long-haul routes.”

On replacement plans, he was candid:

“We have five A319s and ten A320s with an average age of 23 years, so that’s the most urgent need. We’ve launched a campaign to procure the first wave of narrowbody aircraft, but I can’t disclose the type yet. Hopefully, by the end of the year, we’ll be able to announce it."

Hypothetical End of Russian Airspace Closure

We also inquired about how the reopening of Russian skies would impact Finnair’s network, particularly in Asia.

“Let’s fantasize,” Kuusisto smiled. “If Russian airspace reopened tomorrow, the most immediate impact would be efficiency. A flight like Helsinki–Tokyo now takes 14 hours and requires up to 1.5 aircraft. With access, we’d return to 24-hour rotations using one aircraft, adding huge capacity without buying a single new plane. Fuel burn would drop, pilot rostering would ease, and costs would fall.

“That said, China has changed since the pandemic. Their carriers now fly about 50 weekly frequencies to the U.S., compared to 300 pre-pandemic. So while efficiencies would return, our Asia strategy would not simply revert to 2019.”

Selling the Nordics

Kuusisto highlighted a unique opportunity for the U.S. market:

“Southern Europe now regularly sees 45–50°C summers. The Nordics are increasingly attractive for travelers looking to escape the heat. Helsinki is a gateway not just to Finland, but to Stockholm, Copenhagen, Tallinn, and the Baltic states—all within one or two hours.”

He also emphasized Finland’s year-round appeal:

“We are the only airline flying across Finland all year. U.S. travelers love Lapland, the Northern Lights, Santa Claus. At the same time, summer offers pristine lakes, forests, and vibrant Nordic capitals.”

Looking Ahead

Finnair continues to invest in product, with premium economy now standard across all long-haul aircraft. “People value traveling comfortably, and upgrading has become paramount,” Kuusisto said.

As Finnair prepares to celebrate its 102nd anniversary this November, the CEO remained confident:

“We are a medium-sized airline, but bigger than our absolute size. With 80 aircraft, operational excellence, and strong partners, we can create real value as a standalone company. Even in a volatile world, I believe Finnair has a bright future.”

Our Take 

Finnair’s first U.S. CEO roundtable revealed a carrier emerging from a double-crisis with renewed focus: stronger transatlantic partnerships, a pending narrowbody renewal, and cautious optimism for Asia. Despite challenges posed by the closure of Russian airspace, the company remains confident in its ability to adapt and thrive.

The AY executives highlighted the airline’s strong partnership with American Airlines (AA) and its strategic focus on the U.S. market, adding that the airline's network strategy includes seasonal adjustments and partnerships with AA for flights to Mexico.

Having shown resilience through the COVID-19 and Russian airspace crises, the airline, under its new CEO, is focused on its profitability and value creation as a standalone entity. Kuusisto outlined the company’s strategy, including a rebalanced network with increased North Atlantic traffic and investments in digital capabilities and operational excellence.

Moreover, U.S. travelers are showing increased interest in visiting Nordic countries, particularly capitals and "cold vacation" cities, as well as the Baltic states. The company is optimistic about its future, specially thanks to its partnership with AA and membership in the oneworld Alliance, which expands its destination network to 1,000 locations.

The bottom line is that AY remains confident in its medium to long-term prospects, despite the challenges posed by the pandemic and geopolitical tensions. The airline is actively working to improve its presence across the pond, with Toronto coming next May, and in the U.S. market, strengthening its partnership with AA and addressing the limitations of the NDC system.

The NDC system is a data interface and communication protocol created by IATA that allows airlines to distribute their full range of products and services more dynamically and directly than with traditional booking systems.

For U.S. travelers, the Nordics are no longer a far away myth—they’re becoming a summer necessity. Helsinki in 2026?