Travel Fair Travel Survey and Holiday Forecast 2026 – Artificial Intelligence fuels travel fever

Although the overall economic outlook is uncertain and saving is on the rise, people are unwilling to give up travelling. This indicates that Finns still feel a strong need to travel. Travel is increasingly seen not merely as consumption, but as an investment in personal wellbeing, which is why many continue to prioritise it even in tighter times.

A total of 68% of respondents plan to travel abroad (70% last year). Domestic trips are planned by 73% (72% last year). The role of artificial intelligence and social media in travel planning and information search has grown significantly: the share of AI increased from 4% to 11% in one year, while social media grew from 38% to 42%.

“Growth in tourism has been consistently upward for several years. Travel agency sales continued to increase in 2025 compared to the previous year, and demand has remained strong. Tourism strengthens regional economies and supports employment – its impact is wide-ranging, and its role as an economic driver will continue to grow”, says SMAL's Managing Director Heli Mäki-Fränti.

In destination choices among those travelling abroad, Southern Europe clearly remains the most popular region, and Estonia continues to rank among Finns’ favourite destinations. Other Baltic countries such as Latvia and Lithuania, as well as Sweden, have also slightly increased in popularity compared to last year.

Travellers value ease, culture and relaxation
Finns primarily seek smooth basic services, authentic local experiences, culture, and opportunities to relax and reduce stress. City breaks remain highly popular both abroad and in Finland. As travel trends increasingly emphasise experiences and culture, city holidays meet this demand by offering diverse attractions, events and food culture in easily accessible destinations.

Nature tourism, food and wine experiences, cultural holidays and wellness travel are also popular. Safaris, retreats and extreme experiences attract a smaller but growing group of travellers.

Shared values across generations – differences in travel styles
For the first time, the study compared different age groups. The comparison reveals both differences and similarities between generations, helping to understand changing behaviours and needs and supporting decision-making that takes the diversity of the population into account.

All age groups value culture and local authenticity, responsibility and smooth, safe services. However, priorities differ:

• Generation Z (1997–2012) focuses on experiences, city breaks and train travel. They use digital services and AI for planning and prefer Airbnb-style accommodation.

• Generation Y (1980–1996) seeks wellbeing and experiences without hassle. Nature, culture and food trips are their favourites.

• Generation X (1960–1979) values variety: cottage holidays, road trips and cultural cities in Central Europe.

• Older generations (1945–1959) emphasise safety and traditional holidays, favouring package tours and peaceful destinations.
  
  

Travel trends and top destinations for 2026
City breaks at home and abroad, nature tourism, road trips, and wellness and experiential travel will be at the core of tourism next year. In Finland, the most popular destinations are Southern Finland, the Helsinki metropolitan area, the Lake District and Lapland.

Generational differences are particularly visible in travel plans: Generation Z shows strong interest in Ostrobothnia (31%), while the post-war generation shows less interest in the Helsinki metropolitan area (26%). Abroad, Southern Europe, Estonia, Sweden and Central European cultural cities remain the most popular destinations.

Multiculture population travels abroad more than native Finns
The study also examined Finland’s foreign-language population, now representing 11% of residents. This group travels abroad significantly more often (61%) than the majority population (38%), creating opportunities for domestic destinations. Domestic travel within Finland is less common for them, and trips are often need-based, such as family visits. Economic and cultural factors influence travel habits. Combining business and leisure travel is slightly more common in this group than among the majority population.

Sustainability matters, but does not determine purchase decisions
When comparing generations, shared values are especially evident in the importance of smooth and reliable services, culture and local authenticity, and sustainability. Respect for local culture, human rights, environmental responsibility, recycling and supporting local services are particularly emphasised.

Travellers consider sustainability important, but it is not yet the primary criterion in travel decisions. Respect for local culture remains the most important sustainability factor. Climate responsibility resonates especially with younger travellers: reducing carbon emissions is a more significant factor for them than for older generations.

Survey details:

• Conducted by Taloustutkimus in cooperation with Matka Travel Fair
• Travel survey and holiday forecast 2026: Taloustutkimus online panel, November–December 2025, n=1050
• Multicultural Finland: Taloustutkimus Omnibus (autumn 2025), push to web, n=1066
• Weighted to reflect population structure by age, gender and region