Nordic travel in 2026 shifts toward local experiences, wellbeing and short trips that fit everyday life. That context shapes Matka 2026 which takes place from 16 to 18 January in Helsinki at the Messukeskus Expo and Convention Centre and brings together destinations, suppliers and trade audiences.
Practical information for Matka 2026
Matka 2026 runs across three days. The official dates are 16 to 18 January and the venue named is Messukeskus Expo and Convention Centre in Helsinki. The fair lays out dedicated areas for trade visitors and public days where product testing and experiential showcases are prominent.
Attendee profile and exhibitor mix
The event combines trade and consumer audiences. Provided figures list 704 attendees and 1,000 exhibitors, with participation from nearly 70 countries. Exhibitors typically include destination representatives, local operators, accommodation providers, activity companies and service suppliers for the tourism value chain.
Highlighted program strands at Matka 2026
Program elements span experience zones focused on activity, wellbeing, culture and food. Professional formats include Matka Workshop Day and the Business Forum which concentrate on B2B meetings, business travel and meetings industry themes. Weekend public sessions gather travel inspiration and allow visitors to sample destination offers and local experiences.
B2B prospecting and networking at Matka 2026
Concrete preparation increases meeting efficiency
- Preselect exhibitors that match your routes or products and request meetings ahead of the fair.
- Prepare short one page summaries in PDF and send tailored proposals after each talk.
- Design two or three minute demonstrations to show product fit instead of long presentations.
- Plan follow up schedules with assigned responsibilities and deadlines to keep momentum after the event.
These measures complement the fair format where prearranged meetings have historically generated thousands of business conversations across markets.
Key figures to keep in mind
Matka reports presence at scale across trade and consumer segments. Core figures reported include 704 attendees in specific professional streams and 1,000 exhibitors in the overall event footprint. The fair also records participation from nearly 70 countries, enabling targeted outreach to Nordic and wider European markets in a single visit.
Closing note and official link
For product managers, tour operators and hospitality teams Matka 2026 is a practical setting to test offers and secure distribution agreements. Registration details and program information are available at https://matka.messukeskus.com so you can plan meetings and material in advance and make the most of your time in Helsinki.
