Matka Travel Fair 2026 confirms Helsinki’s status as Northern Europe’s most influential travel meeting point. The event will take place at the Helsinki Expo and Convention Centre from 15 to 18 January 2026, with Thursday reserved exclusively for travel industry professionals. The full programme and official exhibitor list are now available online.
As the region’s largest tourism gathering, Matka Travel Fair 2026 brings together destinations, service providers, industry experts, and consumers under one roof. The programme spans six themed stages and experience zones, offering expert talks, practical guidance, and hands-on insights into travel planning and destination development.
Visitors can expect a strong focus on emerging destinations, product innovation, and responsible tourism models that reflect evolving traveller priorities across Europe and beyond.
Europe’s Emerging Destinations Take the Stage
Matka Travel Fair 2026 will showcase destinations that are reshaping how travellers experience Europe.
Slovakia will present its alpine regions, wine areas, medieval towns, and cultural heritage while spotlighting Trenčín as one of the European Capitals of Culture in 2026 alongside Oulu.
Lithuania will offer visitors a deeper look into Vilnius and Kaunas, its renowned food culture, and the Curonian Spit, a UNESCO World Heritage site. Culinary festivals, historical architecture, and nature tourism form the core of Lithuania’s destination storytelling.
One of the fair’s most distinctive features this year is the inclusion of Pykeija, a remote Arctic village on the Barents Sea coast, often referred to as “Little Finland.” The village is known for its Finnish roots, strong cultural identity, and rare Arctic location.
Nature Travel and Sustainability Shape the Agenda
Global travel patterns are clearly shifting, and Matka Travel Fair 2026 reflects this change directly in its programme and exhibitor focus.
Travellers are increasingly drawn to nature-rich destinations, wellness travel, and sustainability-driven experiences. Finland stands out in this area with its vast forests, clean waterways, distinct seasons, and outdoor traditions that support year-round travel.
Nature escapes, wellness tourism, and slow travel are no longer niche trends. They are becoming central to how people select destinations, plan holidays, and assess travel providers.
Matkatieto Seminars Deliver Industry Insight
The Matkatieto seminar series returns with targeted sessions for tourism professionals. Hosted by the Finnish Travel Industry Association, these seminars take place in Hall 6 on Thursday and Friday and focus on some of the most relevant issues facing the sector.
Highlights from the English-language programme include:
Designing a Business-Friendly Destination
This session examines how smaller cities can adapt to trends in business travel and meetings. Using Parnu as a case study, the discussion explores hybrid work models, compact city design, and experience-driven development.
Speaker: Sari Sopanen, Board Member, Brackmann Arendus OU and Destination Parnu NGO
Thursday 15 January, 14:00, Viking LIVE Stage
VSME Sustainability Reporting Model for Tourism Operators
This seminar introduces a voluntary sustainability reporting framework created specifically for small and mid-sized tourism companies. The session focuses on performance tracking, competitive advantage, and sustainability planning.
Presented by EGLA Global
Thursday 15 January, 14:30, Matkatieto Stage
Sustainability in the MICE Sector
A focused discussion on environmental responsibility within meetings, incentives, conferences, and exhibitions.
Thursday 15 January, 15:15, Matkatieto Stage
The programme is delivered in cooperation with Destination Plus.
Travel Trends Reflected Across the Exhibition Floor
Matka Travel Fair 2026 mirrors wider shifts in travel behavior. Nature-focused holidays, wellness breaks, and cultural experiences are gaining ground.
Almost 40 percent of Finnish travellers are planning a nature trip or wellness-focused holiday, while interest in cultural travel continues to rise.
The fair also highlights the shift toward activity-based holidays that combine movement with relaxation. Cycling, hiking, paddle sports, and outdoor exploration dominate new travel product development across the Nordic region.
The new Golf and Activity Area offers visitors expert guidance on active travel planning while providing access to international destinations and emerging travel formats such as electric cycling.
Cycling Tourism Gains Momentum Across Europe
Cycling has become one of the most economically important travel sectors in Europe, generating more than 44 billion euros annually.
In the Nordic region, cycling tourism is extending the travel season and opening new routes beyond traditional holiday areas. Gravel cycling and bikepacking continue to grow, with Finnish destinations such as Saimaa by Cycle and Posio leading development with hundreds of kilometers of maintained routes.
These initiatives position Finland as a top destination for slow travel and outdoor adventure tourism.
Tourism Impact and Industry Growth
Matka Travel Fair Business Manager Noora Haatainen says the event plays a strategic role in the industry’s future.
“The event offers visitors a unique opportunity to explore destinations and travel options in Finland and abroad. Tourism is an important export industry, and domestic travel also supports jobs and local economies. Matka Travel Fair strengthens industry development by building connections and raising awareness of Finland’s position in the global travel industry.”
