Matka Travel Fair inspires and influences – nearly half of visitors made travel decisions based on the event 

A recent survey on the impact of Matka Travel Fair shows that the event is not only a source of inspiration – visiting the fair leads to concrete actions, collaboration, and business. According to the latest impact survey, nearly 50% of consumer visitors made travel-related decisions as a direct result of the event. 

For the first time, an impact survey was carried out among visitors to Matka Travel Fair to explore how the event influences travel decision-making. The aim was to gain deeper insight into how the fair affects visitors’ choices related to travel: whether concrete purchase decisions, business opportunities, or new travel plans are made – and how significant the encounters with exhibitors truly are. 

The survey provides valuable information on how Matka Travel Fair functions not only as a source of inspiration, but also as an effective marketing and sales channel. The results support the continued development of the event together with the industry to meet its needs. 

An event that delivers results 

 
Many visitors reported gaining new ideas at the fair – ideas they would not have considered without attending. For example, brochures, presentations and discussions with exhibitors led to concrete travel plans to destinations such as the Azores, Lapland, Estonia, Santorini, and Slovenia. 

The impact of the fair extended far beyond inspiration: it directly influenced consumer purchasing behaviour and brand perceptions. Key findings include: 

• Nearly 20% of both consumer and professional visitors made purchases or acquisitions at the event, and 49% of consumers and 46% of professionals made travel-related purchase decisions or actions based on the fair. 

• 52% of consumer visitors shared information from the event, while 68% of professionals discussed its content with colleagues or partners. 

• 20% felt that a company had earned their trust; among professionals, 31% reported gaining particular trust in a company. 

• 15% of consumers lost trust in a company due to its absence from the fair. 

“Matka Travel Fair’s appeal grows year after year. The event offers a unique platform where travel industry players can meet their audience genuinely and impactfully – face-to-face. Digital marketing is important, but nothing replaces personal encounters where trust, experiences and purchase decisions are made. Our survey strongly supports the global trend showing that people want to engage with brands live – and companies that seize this opportunity gain real business benefits,” says Noora Haatainen, Business Manager of Matka Travel Fair. 

Themes that resonate: activity, culture and wellbeing 

 
Matka’s main themes – active and food travel, cultural experiences, and wellbeing trips – were strongly reflected in visitor responses. Hiking and cycling holidays, spa getaways, cultural events and domestic destinations such as Lapland, Saimaa and Eastern Finland all sparked interest and led to concrete plans. Ideas such as caravan trips, summer theatres, monastery performances, food tastings and lakeside saunas emerged as tangible sources of inspiration. 

Visitors felt they gained new knowledge, experiences and concrete ideas from the fair – ideas they put into practice immediately or later when planning their travels. 

Matka Travel Fair in brief 

 
Matka is the largest travel industry event in Northern Europe, bringing together: 

• Over 850 exhibitors.

• 50 countries.

• Thousands of professional and consumer visitors.
   

The event acts as the opener and trendsetter for the travel year, uniting both major international players and local travel businesses. The programme of Matka covers the full spectrum of travel – from culture and wellbeing to active holidays and sustainable travel. The fair offers companies an opportunity to meet travel-minded audiences face-to-face, showcase their services, build new customer relationships, and gather feedback for service development. 

The impact survey of Matka Travel Fair was conducted between 26 June and 5 August 2025. Responses were received from 1,002 ticket purchasers and 403 registered professional visitors. 

Further information: 
Marketing and Communications, Terhi Laine 
+358 40 626 6447 | terhi.laine@messukeskus.com 

Northern Europe’s largest travel industry event, Matka Travel Fair, will be held on 15–18 January 2026 at Messukeskus Helsinki. The international travel trade event Matka Workshop Day opens the fair on 14 January 2026. Thursday 15 January is reserved for professionals. Caravan Fair Helsinki takes place alongside Matka on 16–18 January 2026. 

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