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Matka Nordic Travel Fair’s tourism survey and holiday travel forecast 2023: Holiday trips are planned carefully

Matka Nordic Travel Fair’s tourism survey and holiday travel forecast 2023: Holiday trips are planned carefully

Several years of not being able to travel keeps Finns’ travel fever high.

Several years of not being able to travel keeps Finns’ travel fever high. Southern Europe is most longed for, and here travelling started again 2022 in larger quantities. City holidays and train trips in Finland are on the rise. When travelling abroad, a safe tour operator is appreciated. Matka Nordic Travel Fair is open to the public at the Helsinki Expo and Convention Centre on 20 – 22 January 2023.

55% of Finns plan to travel to international areas in 2023, which still shows signs of recovery. The demand for domestic trips is also at a high 70% level, although the record-breaking amounts of recent years are not reached. Remote work opportunities have extended holiday trips by 3 – 5 days for those who have the opportunity to work that way. Finns have spent a little more money travelling in Finland than before but have almost doubled their spending abroad.

”The recovery of tourism started quickly last year. The industry is now suffering from concerns about rising prices and consumers’ confidence in their own finances. However, the atmosphere in the industry is confident”, says the Association of Finnish Travel Industry SMAL’s Managing Director Heli Mäki-Fränti.

Noora Haatainen, Business Manager of Matka Nordic Travel Fair, believes that the travel fever which has lasted a long time will spur Finns to plan holiday trips and enjoy the international atmosphere at Helsinki Expo and Convention Centre. “Matka Nordic Travel Fair is a trip in itself. It is a great way to get to know destinations and cultures and get tips face-to-face”.

City and beach holiday destinations score the highest position when planning holidays to international areas in 2023. Most trips are still planned to Southern Europe, e.g. to Greece, Croatia, Spain and Portugal, while in Central Europe e.g. to Germany and in the neighbouring countries of Finland to Sweden and Estonia.

Finns who were used to travelling to Thailand before the Covid-19 restrictions are again planning holiday trips to South Asia, in addition to Thailand, India, Sri Lanka and the Maldives. According to the forecast, demand will still not rise to the level of 2019. When asked about expectations for the services of tour operators/travel service vendors, the number one issue was that of helping travellers in problem situations.

In tourism within Finland, cottage tourism is reflected in the Finnish Lakeland district, but city holidays and train tourism have increased their share. Travelling that focuses on outdoor activities is also still at a high level. The interest in vacationing with a motor home and trailer is still slightly higher than in 2019.

In terms of tourism’s responsibility issues, equality and human right issues of the travel destination came to the fore in a survey conducted at the beginning of the winter. For one of three respondents, the political/social conditions of the destination are an important issue. This was probably partly influenced by the problems that emerged in the organisation of the World Cup in Quatar. The most common responsibility actions taken by travellers are the usage of local products and services, such as public transport and travelling during the off-season. The local culture and authentic experiences of the travel destination had also risen on the value scale compared to, for example, luxury hotels. 13 % of the travellers had compensated for their airflight.

The recovery of tourism began rapidly in 2022

After the restrictions were lifted, travel abroad to Southern Europe took off quickly, as 50% of the respondents said they had travelled there in 2022, compared to 32% the previous year. Travel to other Nordic countries increased last year but travel to Asia was low due to the world situation. City holidays abroad and at home, ship and cruise vacations in nearby areas and beach vacations increased their share last year to reach a level that even surpassed the pre-pandemic time. There were still more trips focused on outdoor activities than in 2019. Finns spent a little more money travelling in Finland than before, but money spent abroad almost doubled.

Further information: Helsinki Expo and Convention Centre, Communications: Anu-Eveliina Mattila, tel. +358 50 555 6183, the Association of Finnish Travel Industry SMAL, Managing Director Heli Mäki-Fränti, tel. +358 40 575 1303,

Northern Europe’s largest travel event, Matka Nordic Travel, will be organized next time 19 – 22 January 2023 at Helsinki Expo and Convention Centre. The international travel trade event Matka Workshop Day will open Matka Nordic Travel Fair on 18 January 2023. The Helsinki Caravan fair will be held 20 – 22 January 2023. | I LinkedIn | Fb ja Ig: Matkamessut | @matkatravelfair | #matka2023

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