Nature and active travel on the rise – highlighted at Matka Travel Fair 2026

As Northern Europe’s largest travel industry gathering, Matka offers a dynamic programme across six themed stages and zones, each delivering expert insights, practical tips, and fresh perspectives on travel planning. Visitors can explore a wide range of services and solutions designed to elevate the travel experience.

Matka also opens a window to Europe’s lesser-known charms. Slovakia showcases its alpine landscapes, castles, caves, medieval towns, and wine regions, while celebrating Trenčín’s role as European Capital of Culture 2026, alongside Oulu. Lithuania invites visitors to explore Vilnius and Kaunas with their rich cultural heritage, discover the UNESCO-listed Curonian Spit, and experience immersive culinary festivals that highlight the country’s vibrant food culture. New destination highlights include Pykeija, a small Arctic village on the Barents Sea coast often called “Little Finland,” with its fascinating history and unique cultural heritage.

Reflecting global travel trends, this year’s programme emphasizes the growing demand for nature-based experiences and sustainable tourism. Finland stands out for its deep connection to nature, seasonal diversity, cultural authenticity, and wellbeing focus—perfectly aligned with trends such as experiential travel and responsible tourism.

Matkatieto seminars for industry professionals
Hosted by the Finnish Travel Industry Association (SMAL), the Matkatieto seminars on Thursday and Friday at Hall 6 provide expert insights into the most pressing topics in travel and tourism. Highlights of the English-language programme for industry professionals include:

• Designing a Business-Friendly Destination: Insights and Lessons from Pärnu
  This session explores how smaller destinations can adapt to evolving business-travel and meeting industry trends—such as blending work and leisure, supporting flexible work formats, and creating compact, experience-rich environments for events. Using Pärnu as a case study, we will share practical insights, challenges, and lessons learned that may inspire other destinations and industry professionals looking to strengthen their value proposition in the meetings and business-events sector.
  The speaker is Sari Sopanen, Member of the Board, Brackmann Arendus OÜ, a member of Destination Pärnu NGO. Thursday 15^th January at 14.00, Viking LIVE Stage
• VSME – Voluntary Sustainability Reporting Model for Tourism Operators
  Would you like to better understand how you can develop your company’s responsibility and improve competitiveness in the tourism industry? The seminar will present the VSME (Voluntary Sustainability Reporting Model for SMEs) – a voluntary sustainability reporting model designed specifically for the needs of small and medium-sized tourism operators.
  EGLA Global. Thursday 15^th January at 14.30, Matkatieto Stage
• Sustainability in MICE sector
  The programme is held in co-operation with Destination Plus. Thursday 15^th January at 15.15, Matkatieto Stage
  
  

Travel trends reflected in the programme
Travel trends for 2026 highlight a growing demand for authentic nature experiences and active holidays. Travellers are increasingly seeking year-round outdoor activities, from gravel cycling and bikepacking routes to hiking in national parks and exploring pristine lakeshores. This surge reflects a broader shift toward sustainable tourism and well-being, where adventure and relaxation go hand in hand. For destinations and operators, these trends offer opportunities to create immersive, activity-based packages that combine local culture with the natural beauty.

Current travel trends also emphasize individuality, sustainability, and experiences – from tailor-made trips and nature escapes to wellness holidays. Nearly 40% of Finns plan a nature trip or a wellness holiday, and cultural travel is gaining popularity. Active holidays, such as cycling and golf, are also strengthening their position.

These themes are highlighted in the Matka Travel Fair programme. The new Golf & Activity Area offers a meeting point for those interested in golf and an active lifestyle. Visitors can explore world-class courses and destinations as well as get tips for planning the perfect golf trip and discover new trends such as electric cycling.

Cycling is one of the growing tourism trends. Across Europe and Scandinavia, its economic impact exceeds €44 billion annually, and in Nordics, cycling tourism extends the season and offers new experiences. Gravel and bikepacking routes, such as Saimaa by Cycle and Posio’s 500 km gravel trails, respond to this growing demand and position Finland as a top destination for active travellers.

“The event gives the public a unique opportunity to discover destinations and the many forms of travel – both in Finland and abroad. Tourism is a significant export industry in Finland, but domestic tourism also keeps cities vibrant and creates jobs. Matka Travel Fair strengthens industry growth and awareness by creating connections that support Finland’s position in international travel industry”, says Matka Travel Fair Business Manager Noora Haatainen.

Matka Travel Fair – the travel destination for destinations
Matka Travel Fair is more than an event – it is the ultimate travel destination for destinations, where visitors uncover hidden gems and gain first-hand knowledge directly from experts. The fair brings together inspiring stories and insider tips that help travellers go beyond the obvious and explore the extraordinary.

Register as a Professional: As a travel business professional, you can visit Matka Travel Fair free of charge by registering HERE

For more information: Helsinki Expo and Convention Centre, Event Communications, Terhi Laine,  terhi.laine@messukeskus.com, +358 40 626 6447.

Matka Travel Fair is organised at Helsinki Expo and Convention Centre at the same time as the Caravan Fair on 15 – 18 January 2026. The international travel trade event Matka Workshop Day is organized on 14 January 2026 and Matka Trade Day for professionals is on 15 January 2026. 

www.matkamessut.fi | @MatkaTravelFair I #Matkamessut #matka2026