Northern Europe's largest travel fair returns to Messukeskus, Helsinki, 21-24 January 2027, with a professional day, a 60-country exhibitor floor and the co-located Caravan fair.
Dates
21–24 Jan 2027
City / country
Helsinki, Finland
Venue
Messukeskus Helsinki, Expo and Convention Centre
Time
9:00 AM – 6:00 PM
Event overview
Matka 2027 is northern Europe's largest travel trade and consumer fair, held at Messukeskus in Helsinki from 21 to 24 January 2027. The professional day opens on Thursday 21 January with the Matka Business Forum and the Matkatieto seminar programme, after which the halls open to the public from Friday to Sunday.
Exhibitors from around 60 countries present destinations, tour operators, airlines, hotels, cruises and travel technology, alongside the co-located Helsinki Caravan fair. Buyers from the Nordic and Baltic markets use the show to open the travel year, book programmes and meet destination representatives before the spring selling season.
TL;DR
Matka packs destination stands, tour operators, airlines, hotels, cruise lines and travel technology into one Helsinki hall at the start of the booking year. Consumers can compare package holidays, city breaks, Lapland and Nordic trips, and meet destination specialists face to face, while the co-located Caravan fair adds motorhome and caravan displays. The 2027 public days run 22-24 January with talks, food and cultural programme alongside the exhibitor floor.
Matka is the opening event of the Nordic and Baltic travel year, with a dedicated professional day, pre-scheduled Workshop Day meetings and a public weekend that reaches Finnish travellers directly. Destinations, DMCs, hotels, airlines and tour operators use the fair to launch summer programmes, meet buyers from around 52 countries and generate consumer bookings before the spring season. The co-located Caravan fair adds vehicle-based travel audiences.
Attendees, exhibitors & solutions
Visitor profile
Typical attendee groups you can expect to meet.
Exhibitor profile
Main supplier and exhibitor segments present at the show.
Product categories
Key solution areas showcased across the event.
Location & Facilities
Messuaukio 1, 00520 Helsinki, Finland
Entrances & gates
Southern Entrance
Main entrance, Messuaukio 1. Step-free and closest to Pasila station.
Northern Entrance
Ratapihantie 17, next to the parking garage; recommended for visitors arriving by car.
Eastern Entrance
Access via Rautatieläisenkatu; suitable for strollers and prams when open for the event.
On-site parking garage with 4,600 spaces; use the Northern Entrance. Disabled-permit holders park free during events.
4,600 spaces ·
Entrances are fully accessible, all parts of the venue are reachable by lift, and accessible toilets are on every floor. Assistants accompanying Disability Card holders enter Messukeskus-organised events free.
Cloakroom service operates on a cashless basis at the venue; cards only.
Food options
Messukeskus restaurant world, Exhibitor and media lounge
On-site diningParking: The Messukeskus parking garage has 4,600 spaces. Visitors arriving by car are advised to use the Northern Entrance at Ratapihantie 17. Parking is free for holders of a disabled parking permit during events.
Gate: The Southern Entrance at Messuaukio 1 is the main fair entrance and is about a five-minute walk from Pasila railway station. Construction work at the Southern Entrance may cause temporary queues, so buy tickets or register in advance and have the QR code ready.
Attend
Event days & opening times
Adult, advance until 7 Jan 2027
Online advance price; cheaper than the door.
Adult, 8-21 Jan 2027
Online advance window before the event.
Adult, during event from webshop
Online purchase during the show.
Adult, during event at ticket office
Includes a EUR 4 service fee.
Special ticket (children 7-17, students, unemployed, retirees, conscripts, civil service personnel), advance
Valid ID or certificate required.
Family ticket (max. 2 adults and 3 children aged 7-17), advance
Advance price until 7 Jan 2027.
Full time ticket, adult
Valid for all public days.
Ticket info
Badge collection
Travel trade professionals and students register in advance on the professional page and receive a free badge by email; bring the QR code. Public ticket holders scan their ticket at the Southern Entrance.
Ticket notes
One Matka ticket also admits the holder to the co-located Helsinki Caravan 2027 fair. Children under 7 enter free; children under 12 must be accompanied by an adult. The cloakroom and event office are cashless.
What's on
Helsinki Caravan 2027
Caravan and motorhome fair held alongside Matka on 22-24 January 2027; entry is included in the Matka ticket.
Messukeskus, Helsinki
WebsiteMatka Workshop Day 2027
Pre-scheduled buyer-supplier meetings on 20 January 2027, the day before the professional day.
Messukeskus, Helsinki
WebsiteMatka Business Forum 2027
Business-travel forum held alongside the professional day on 21 January 2027.
Messukeskus, Helsinki
WebsiteMatkatieto Seminar
Travel trends and insight seminar programme organised with SMAL, held on Thursday and Friday.
How the last edition performed
Last edition
2026
Visitors: 56,400
Exhibitors: 1,000
Edition #: 38
Exhibitor countries: 60
This edition
2027
Visitors: 58,000
Exhibitors: 1,000
Next edition
Not announced yet
Edition recap
Matka 2026 was held for the 38th time at the Helsinki Expo and Convention Centre from 15 to 18 January. The organiser reports more than 56,400 visitors, nearly 1,000 exhibitors from around 60 countries, and a co-located Helsinki Caravan fair. Matka Workshop Day on 16 January drew 704 professionals, nearly 260 companies from 52 countries and more than 260 international buyers, with over 5,300 meetings.
New this edition
Impact
Matka is the Nordic travel year opener, not a mass-market holiday show alone. Its professional day and Workshop Day put destination boards, tour operators and buyers into pre-scheduled meetings before the public weekend, while the co-located Caravan fair widens the consumer audience. For a destination or supplier, the value is a concentrated Finnish and Baltic buying audience at the moment summer programmes are set.
Audience quality
The audience combines Finnish consumers with travel trade professionals from the Nordic and Baltic markets. In 2026, 704 professionals joined Workshop Day, nearly 260 companies from 52 countries presented destinations, and more than 260 international buyers attended, with over 5,300 meetings held. That makes the professional day a working buyer audience rather than a pure consumer crowd, while the weekend adds Finnish holidaymakers.
Exhibitor outcomes
Return on a Matka stand depends on mixing consumer sales with trade meetings. A destination or operator that books Workshop Day and staffing for the professional day can use one trip for buyer meetings and public lead capture; a consumer-only stand should staff the weekend. No audited ROI, rebooking rate or satisfaction score is published for 2027, so budget on meeting targets rather than claimed returns.
Intelligence
Key market insights, trends, news and related events to help you understand the bigger picture.
Why it matters
Helsinki is the gateway to the Finnish, Baltic and Lapland travel markets. Matka opens the Nordic travel year in January, when tour operators finalise summer programmes and consumers book winter sun and city breaks. A presence reaches Finnish travellers, regional buyers and international destination suppliers in one four-day event at Messukeskus.
Key trends shaping this market and its wider industry.
Nordic demand shifts to experience-led and domestic travel
Finnish travellers are booking nature, wellbeing and culture trips alongside traditional package holidays, and domestic regions are increasing their presence at Matka.
What it changes: Destinations selling activities, food and local culture can win attention from buyers and consumers who already know the mainstream resorts.
Sustainability moves from label to buying criterion
Tour operators and destinations are asked to show concrete emissions, certification and local-sourcing evidence rather than generic green claims.
What it changes: Suppliers with auditable sustainability data can differentiate in Nordic procurement and public-sector travel tenders.
Business travel and MICE recover through face-to-face sourcing
Corporate travel managers and event organisers are using trade days and pre-scheduled workshops to rebuild supplier portfolios after several years of remote buying.
What it changes: The professional day and Workshop Day give MICE and corporate buyers a focused window before the public crowds arrive.
Matka is the first stop of the year. Buyers often pair it with the co-located Caravan fair and the Workshop Day, then follow the European circuit to FITUR and ITB.
Matka Workshop Day 2027
Helsinki, Finland
Held the day before the professional day; pre-scheduled meetings, 2026 drew 704 participants.
websiteFITUR 2027
Madrid, Spain
Dates from circuit knowledge, to be confirmed by the organiser; the main Iberian and Latin America gateway show.
websiteHelsinki Caravan 2027
Helsinki, Finland
Included in the Matka ticket; adds motorhome and caravan buyers.
websiteITB Berlin 2027
Berlin, Germany
Dates from circuit knowledge, to be confirmed; the largest global travel trade show and the natural next stop after Matka.
websiteNordic opening window
20-24 January 2027, all at Messukeskus.
Matka and Caravan dates from the official site; adjacent fair dates are circuit estimates and should be reconfirmed before booking.
Plan your trip
Choose from the following airports, with convenient access to the event and venue.
Finnair and most international carriers use HEL. The airport train reaches Pasila station, a five-minute walk from Messukeskus.
about 18 km
to venue
25-35 minutes by car; about 30 minutes by train
by car
Tallinn Airport
Useful for Baltic buyers combining Helsinki and Tallinn; ferry plus drive is slower than flying into HEL.
about 90 km including the Gulf crossing
to venue
2.5-3.5 hours by ferry and car
by car
A range of accommodation options near the venue and across key areas.
USD 90–140 / night
Simple city hotels and self-service apartments; book early because January is a busy trade week.
USD 160–230 / night
Closest full-service options to the halls, both within walking distance or one stop by train.
USD 280–420 / night
Five-star central hotels, about 10-15 minutes by taxi or tram from Messukeskus.
Get around the city with these convenient transport options.
Commuter train
HSL commuter train runs frequently; Pasila station is a five-minute walk from the venue.
Taxi
Taxis can drop at both the Southern and Northern entrances.
Tram
Trams 7 and 9 connect the centre with Pasila; buy an HSL ticket in the app.
Plan your trip
Check the latest visa requirements and entry guidelines before travelling.
| Type | Who needs it | Fee | Processing | |
|---|---|---|---|---|
| Schengen short-stay business visa | Visitors from non-EU/EEA countries without a Schengen visa waiver | $90.00 | about 15 calendar days |
EU/EEA and Nordic citizens do not need a visa. Many other nationalities hold a Schengen visa waiver; check the Finnish foreign ministry list before booking.
Finland accepts ATA carnets for temporary professional equipment and display goods; list every item and carry the carnet with the freight documents.
Official visa pageWeather
Late January in Helsinki is cold and dark, typically -6 to 0°C with snow, ice and a wind chill. Daylight lasts about seven hours. Indoor halls are warm, so dress in layers and bring waterproof, grippy footwear for the walk from Pasila station.
Plan for the climate
Check temperatures and pack accordingly
Venue connectivity
Messukeskus offers on-site Wi-Fi and the exhibitor guide covers ordering connections for stands. Mobile coverage is strong across Helsinki; EU roaming rules apply for travellers with an EU SIM.
Ride-hailing
Taxis
Public transit
Car rentals
Useful information to help you have a smooth and respectful visit.
Punctuality and personal space
Finnish business meetings start on time and are direct. Allow personal space, avoid small talk before the agenda, and confirm meetings in writing.
Tipping and payment
Tipping is not expected in Helsinki; service is included. Cards are accepted almost everywhere, but the cloakroom and event office are cashless.
Sauna and afterwork
A sauna is a normal social setting, not a novelty. Accept an invitation to the Matka Afterwork or a hotel sauna only if you are comfortable, and follow the venue etiquette.
Practical guides
Everything needed to arrive prepared, navigate the event, and make the visit productive.
Destination: HEL - Helsinki-Vantaa
Book early for the professional day on 21 January; January fares rise once the public weekend sells out. Finnair connects Helsinki with most European capitals and long-haul Asia.
Book flightsSchengen rules apply. EU/EEA and Nordic citizens travel freely; other visitors should check whether they need a Schengen short-stay visa before booking.
Estimated cost: USD 90
Processing: about 15 calendar days
Apply at a Finnish embassy or visa centre with insurance, accommodation and travel-purpose documents.
OfficialGet to the venue and around the city with these options.
Airport → venue: Take the HSL commuter train from Helsinki-Vantaa to Pasila (about 30 minutes), then walk five minutes to the Southern Entrance. A taxi takes 25-35 minutes.
Hotel → venue: Pasila hotels are walkable; central hotels connect by tram 7/9, bus or a 10-15 minute taxi ride.
Ride-hail: Use the HSL app for public transport and a licensed taxi app for cars; both are cashless.
Public transit: HSL trains, trams and buses cover the venue. A single AB/ABC ticket costs a few euros and can be bought in the app.
Parking: The Messukeskus garage has 4,600 spaces; use the Northern Entrance at Ratapihantie 17.
Plan and pack for the event climate.
Month: January
Temperature: -6 to 0°C
Seasonality: Snow, ice and short daylight; January is the coldest month of the Helsinki winter.
Packing: Thermal layers, a warm coat, gloves, a hat and waterproof boots with good grip. Indoor halls are heated.
Plan your trip
Best day to visit: Friday 22 January 2027
Friday is the first public day and combines the full exhibitor floor with the Matkatieto seminar programme, so a visitor can cover destinations, tour operators and talks in one day. Trade buyers who want pre-scheduled meetings should instead target the professional day on Thursday 21 January.
Book the Helsinki flight and a refundable hotel in Pasila or the centre — January is high season; the professional day on 21 January fills the closest hotels first.
Buy the public ticket online or register as a travel trade professional — Advance adult tickets are cheaper until 7 January; trade registration is free.
Download the Events PRO app and request buyer or supplier meetings — Pre-book meetings before the Workshop Day and professional day schedules fill.
Print the ticket QR code and check the programme for Matkatieto and Business Forum sessions — The Southern Entrance may have queues because of construction work.
Pack warm layers, boots and a charged phone for the Pasila walk — Check HSL routes and leave 30 minutes for the airport train.
Arrive at Pasila and collect the badge at the Southern Entrance
Messukeskus, Messuaukio 1Pre-scheduled buyer meetings and destination stand visits
Exhibition hallsLunch and informal networking
Messukeskus restaurant worldMatkatieto or Business Forum session followed by supplier meetings
Seminar rooms and hallsMatka Afterwork with exhibitors and buyers
Upper Gallery / event loungeSuomenlinna sea fortress
UNESCO Heritage Island
20 minutes by ferry from Market Square
A compact half-day of Finnish history and winter sea views, easy to combine with a city-centre evening.
Nuuksio National Park
Nature and Outdoor
about 45 minutes by car from central Helsinki
Snowy trails, lakes and a traditional Finnish forest experience for visitors extending the trip.
Matka Afterwork
Official networking event
Held at the end of the professional day on 21 January, with music and a relaxed exhibitor-buyer crowd.
Hotel bar at Sokos Hotel Pasila
Informal meetings
A practical after-hours spot within walking distance of the halls.
Matka mixes consumer bookings with trade meetings, so follow-up should split into two tracks: a fast consumer quote and a longer trade partnership sequence. The 48-hour SLA applies to both.
Budget
Shell scheme
EUR 380–540 / m²
Raw space
EUR 260–380 / m²
Standard booth
9 m²
No 2027 exhibitor tariff was fetched. These are planning bands for a Helsinki trade stand and exclude VAT, stand build, freight and hospitality.
sourceAdjust the inputs below to create a directional event budget.
This is a directional estimate. Please verify live rates before booking.
Official cost items and estimated ranges for exhibitors.
Shell scheme stand
exhibitor · 9 sqm
EUR 3400–4900 / stand
Hotel
visitor · mid
USD 160–230 / night
Per diem
both · standard
USD 60–100 / day
| Item | For | Tier | Estimated range | Status | As of |
|---|---|---|---|---|---|
| Shell scheme stand | exhibitor | 9 sqm | EUR 3400–4900 / stand | estimate | 2026-10-31 |
| Hotel | visitor | mid | USD 160–230 / night | estimate | 2026-10-31 |
| Per diem | both | standard | USD 60–100 / day | estimate | 2026-10-31 |
Decision
Six quick questions to decide whether to visit, exhibit or skip Matka 2027.
QUESTION 1 OF 6
What is your primary role at Matka?
Compare participation options side by side to choose the best fit for your objectives.
visit
You have a trip to plan or destinations to compare and can spend at least a day at the show.
Best for
Finnish and Nordic consumers, travel agents and media researching destinations
Min. budget
$250.00
Timeline
Book tickets and travel 2-4 weeks ahead
Risks
Public weekend crowds
January weather and flight disruption
exhibit
You can staff the professional day and public weekend and have a follow-up sales process.
Best for
Tourism boards, DMCs, hotels, airlines and travel tech selling into the Nordics
Min. budget
$5,000.00
Timeline
Book stand and freight 3-6 months ahead
Risks
High January hotel rates
Stand costs above the planning band
skip
Matka does not reach your market and you cannot act on leads within six months.
Best for
Buyers with no Nordic or Baltic interest and no travel budget
Timeline
Not applicable
Risks
Missing a low-cost consumer research day
Book with
Messukeskus Helsinki, Expo and Convention Centre
The Pasila venue that owns and operates the fair, with seven halls, 4,600 parking spaces and 21 restaurants and cafes.
Venue and organiser; not a paid sponsor listing.
Visit Finland
Finland's national tourism organisation, the public body promoting Finnish destinations to international travellers and trade.
Contextual industry resource, not a confirmed 2027 partner.
Helsinki Partners
Helsinki's city marketing and investment agency, supporting visitors, events and business travel in the capital region.
Contextual resource for destination planning, not a confirmed sponsor.
SMAL - Finnish Travel Industry Association
The Finnish travel trade association that partners with Messukeskus on the Matkatieto seminar programme.
Named in the professional programme; association role only.
Recommended providers
Finnish Ministry for Foreign Affairs
Official Schengen visa and travel guidance for Finland.
Compare Pasila and central Helsinki hotels; filter for free cancellation during the trade week.
Helsinki hub carrier with connections from Europe and Asia; book early for the professional day.
Freight forwarding, customs and ATA carnet support for Messukeskus deliveries.
Finnish insurer offering travel and business cover; confirm trade-fair cover for exhibits.
City passes, ferry tickets to Suomenlinna and nature day-trip ideas.
Official networking app for meeting booking and badge-based lead capture.
FAQs & glossary
Frequently asked
Glossary
Also known as
Alternate names and search phrases for this event.
5 more alternate names hidden
Trust footer
5
References
1
Publishers
5
Date checked
Messukeskus
Display a free company card at your booth, or share your professional card on the show floor.
