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Finnish travellers are heading south – nearly half plan a holiday abroad
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Finnish travellers are heading south – nearly half plan a holiday abroad

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A recent survey by Matka Travel Fair – the leading travel fair in Northern Europe – reveals that one in three Finns has already booked a holiday abroad for summer 2025, and 13% are considering a last-minute getaway. Together, this suggests that nearly half of Finnish respondents plan to travel internationally. 

Southern Europe remains the number one choice, with Spain, Greece, Italy and Portugal as the most frequently mentioned countries. Popular destinations include Costa del Sol, Crete, Rhodes, Rome and the Amalfi Coast. Other Mediterranean hotspots such as Croatia and Turkey also feature strongly. 

Nearby destinations are in high demand too: 

  • Estonia (14 %) and Sweden (11 %) are easy to reach and offer familiarity with cultural charm. 
  • Germany, Norway and Denmark appeared in several open-ended responses, often tied to family travel and road trips. 

Some respondents also mentioned long-haul destinations – a trend especially visible in answers about next winter’s travel plans. These trips are typically booked well in advance and planned as multi-week escapes. Popular long-distance destinations include Thailand and Japan in the east, and Mexico and Caribbean islands such as the Dominican Republic or Barbados in the west. These regions are especially appealing for Finnish travellers seeking sun, warmth and new cultural experiences during winter months. 

🔹 What type of holidays do Finns prefer? 

  • City breaks and beach holidays are the most selected types (both around 30–35 %). 
  • Cultural travel (26 %), nature and active holidays (24 %), and food & wine travel (11 %) show strong interest in meaningful, experience-based travel. 
  • Concert and festival trips were also popular, especially among younger adults. 

While 47% travel independently, 39% prefer to book through a tour operator or package provider, showing that both flexibility and convenience matter. 

🔹 Responsible travel is growing in relevance: 

  • 67 % of respondents aim to act responsibly while travelling. 
  • 8 % said environmental concerns or over-tourism influenced their destination choice. 
  • 52 % are willing to pay more for a more sustainable travel service – many choosing trains over short-haul flights, or avoiding overcrowded cities. 

🔹 What this means for destinations: 

Finnish travellers are experienced, discerning and value quality. They are increasingly drawn to lesser-known regions, shoulder seasons, and culturally rich experiences. Destinations looking to attract Nordic visitors should focus on authenticity, accessibility and transparent sustainability. 

About the survey: 
The survey was conducted by Matka Travel Fair from 5–11 June 2025. It collected responses from 1,024 individuals through the fair’s email subscribers and social media audiences. 

Finns are known for their strong travel culture. Many respondents indicated they will take multiple holidays during the year — combining short domestic breaks with longer trips abroad. Travel is not limited to one mode or purpose: road trips, city weekends, beach escapes, and nature-focused retreats often coexist in the same summer. Whether by car, train, plane or ferry, Finnish travellers show a clear appetite for both flexibility and discovery. 

For more information: Helsinki Expo and Convention Centre, Communications, Anu-Eveliina Mattila, tel. 050 555 6183, anu-eveliina.mattila@messukeskus.com. SMAL.

 Matka Travel Fair, the largest travel event in Northern Europe, will be held from 15–18 January 2026 at Helsinki Expo and Convention Centre. The international travel buying event Matka Workshop Day opens Matka Travel Fair on 14 January 2026, Thursday 15 January is the Professional Day. Helsinki Caravan Fair will take place 16–18 January 2026.   
| www.matkamessut.fi I LinkedIn | Facebook and Instagram: Matkamessut | @MatkaTravelFair | #matka2025 #MatkaTravelFair   

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