Thailand Sets New Tourism Milestones at MATKA Travel Fair 2026, Tapping into Nordic Market Growth

The Tourism Authority of Thailand (TAT) has successfully showcased Thailand as a high-quality, value-driven destination for Nordic travellers at the MATKA Travel Fair 2026, held from January 15–18 in Helsinki, Finland. This strategic participation has reinforced Thailand’s global appeal, marking a significant milestone in enhancing the country’s tourism offerings to the Nordic and Baltic markets. TAT’s presence at the event highlighted the growing demand for Thailand as an essential destination for relaxation, culture, and wellness, making it an ideal vacation spot for travellers from this region.

Strengthening Air Connectivity: The Key Focus of TAT’s Strategy

At the heart of Thailand’s participation at MATKA was TAT’s Airline Focus Strategy. This strategy aimed at enhancing air connectivity between Thailand and Nordic destinations by forging stronger ties with leading airline and travel partners. The objective was clear: to ensure that travellers from the Nordic region could easily access Thailand with greater convenience, paving the way for a sustained increase in visitors throughout 2026.

TAT engaged in numerous strategic discussions with key Nordic airline stakeholders, including Finnair, Turkish Airlines, Tjäreborg, Aurinkomatkat, Ikkunapaikka, and Rantapallo. The main goal was to focus on increasing flight frequency and improving access to Thailand. TAT also continued its ongoing cooperation with Thai Airways International, Bangkok Airways, Finnair, SAS, Norse Atlantic Airways, and TUI Airways to further build on existing connections. These discussions were pivotal in crafting new strategies to promote travel and increase accessibility to Thailand for Nordic visitors. The results of this cooperative effort were evident in the performance data, which saw Finnish tourist arrivals increase to 93,906 in 2025. The wider Nordic and Baltic region also showed significant growth, with arrivals totalling 667,890, marking an impressive 10.42 percent increase compared to the previous year.

Thailand’s Marketing Shift: Emphasizing Wellness and Sustainability

The fair provided the perfect platform for TAT to highlight its new global marketing campaign, “Healing is the New Luxury.” This campaign reflects a shift in travel trends, where wellness and sustainability take centre stage in the minds of travellers. By positioning Thailand as a year-round destination for rejuvenation and mental wellbeing, TAT tapped into a growing demand for wellness tourism. This marketing initiative is not only in line with the global movement towards conscious and sustainable travel but also aligns with travellers’ increasing focus on physical and mental health.

The campaign aims to promote Thailand’s wealth of destinations, particularly in the context of healing and rejuvenation. The key message of the campaign is that Thailand offers the ideal environment for both physical and mental restoration, with its lush landscapes, tranquil beaches, and renowned wellness retreats. This shift towards “value-based travel” positions Thailand as a destination that can offer more than just relaxation, but an immersive experience in physical and mental wellbeing.

A Diplomatic and Cultural Showcase: Thailand Pavilion at MATKA

The official opening of the Thailand Pavilion at MATKA Travel Fair 2026 was a momentous event, showcasing Thailand’s rich culture, traditions, and tourism offerings. H.E. Mr. Worawoot Pongprapapant, Ambassador of Thailand to Finland, presided over the ceremony alongside TAT Governor and various TAT executives. The pavilion served as a focal point for showcasing Thailand’s tourism offerings, promoting the country’s diverse attractions, and fostering business-to-business (B2B) negotiations between Thai tourism operators and their Nordic counterparts. More than 30 Finnish media representatives and tour operators attended the networking session, marking the occasion as a highly productive meeting for all involved parties.

One of the standout features of the pavilion was the inclusion of traditional performances representing the four regions of Thailand. Visitors had the opportunity to experience Thailand’s renowned Soft Power, with Muay Thai workshops and Thai handicraft activities, allowing for a deeper connection with Thai culture. These experiences not only engaged visitors but also helped strengthen brand recognition and increase engagement with multiple visitor segments. This cultural showcase, paired with the practical business discussions, made the Thailand Pavilion a standout at the fair.

Thailand’s Appeal to Nordic Audiences: A Focus on Tranquility and Accessibility

MATKA Travel Fair 2026 attracted more than 58,000 visitors over the four days, with TAT targeting a diverse audience. Among the primary groups were repeat visitors who had already travelled to Thailand and were planning to return, as well as first-time visitors, particularly families with children and health-conscious seniors. The demand for destinations offering peace, tranquillity, and easy accessibility was evident in the preferences of Finnish travellers, who showed heightened interest in the Southern Thailand region, including popular destinations such as Phuket, Phang-Nga, and Krabi.

In addition to these perennial favourites, there was also a noticeable shift towards emerging destinations in Eastern Thailand. Locations like Ko Chang, Ko Mak, and Ko Kood in Trat Province attracted growing attention. This shift indicates a rising interest in less-crowded yet equally beautiful destinations, offering visitors a chance to explore unspoiled nature and authentic Thai experiences.

Finland’s peak travel season, from October to February, remains the most popular time for travel to Thailand, with Finnish tourists seeking warm, serene destinations to escape the colder Nordic winters. This preference aligns with Thailand’s branding as a perfect year-round destination, capable of offering solace and rejuvenation at any time of the year.

A Promising Future for Thai Tourism in the Nordic Market

TAT’s participation in MATKA Travel Fair 2026 is a testament to the increasing demand for Thai tourism in the Nordic and Baltic regions. With a strong focus on expanding air connectivity, promoting wellness tourism, and showcasing Thailand’s rich culture, TAT is poised to attract more visitors in 2026. The strategic alliances formed with airlines and travel partners, combined with the innovative marketing campaign, will play a crucial role in driving tourism growth. As Finland, along with other Nordic and Baltic countries, continues to be a vital source of tourists to Thailand, the future looks promising for this longstanding relationship.

Through its concerted efforts at the MATKA Travel Fair, TAT has effectively reinforced Thailand’s position as a destination that combines luxury, healing, and sustainability – a perfect choice for Nordic travellers seeking both relaxation and adventure. With the ongoing cooperation between Thai tourism operators, airlines, and partners in the Nordic market, the outlook for Thai tourism in this region remains exceptionally strong as we move into 2026 and beyond.

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