Digital buyer journeys
What digital buyer journeys means for buyers and exhibitors in this sector.
Event overview
Overview
The Senior fair is Sweden's largest festival dedicated to seniors who want to lead an active life. Taking place at MalmöMässan, this event brings together exhibitors from various sectors including travel, health, culture, and technology.
Attendees can enjoy practical advice, participate in activities, and listen to inspiring lectures while enjoying entertainment on stage. Senior fair takes place in Malmö, Sweden.
TL;DR
- 1Dates and Venue: Senior fair takes place on April 13, 2027, at MalmöMässan, Malmö, Sweden.
- 2Scale and Focus: This festival is Sweden's largest event for seniors, featuring exhibitors from health, travel, and technology sectors.
- 3Organiser: The event is organised by Numera Mässor, known for hosting engaging festivals.
- 4Buyer Authority: Attendees include seniors seeking information on health, travel, and lifestyle.
- 5Entry: Tickets can be purchased online through the official website.
Why visit
The Senior fair is Sweden's largest festival dedicated to seniors who want to lead an active life. Attendees include seniors seeking information on health, travel, and lifestyle.
Why exhibit
Exhibiting at the Senior fair provides direct access to a targeted audience of seniors interested in health, travel, and lifestyle products. This festival is Sweden's largest event for seniors, featuring exhibitors from health, travel, and technology sectors. Attendees include seniors seeking information on health, travel, and lifestyle.
Attendees, exhibitors & solutions
Who this event is for
Visitor profile
Typical attendee groups you can expect to meet.
Older adults aged roughly 60+ researching health, mobility and home-care options for themselves
Caregivers and adult children comparing assisted-living, home-service and accessibility providers on behalf of a parent
Recently retired visitors planning travel, insurance and pension drawdown decisions
Seniors looking for hearing, vision and assistive-technology suppliers they can test in person
Members of pensioner associations, senior sports clubs and cultural societies looking for new activities
Residents of Malmo and the wider Oresund region who attend for the stage talks and drop-in advice
Visitors with reduced mobility who need a step-free venue, seating and accessible transport links
Exhibitor profile
Main supplier and exhibitor segments present at the show.
Municipal and private home-care and assisted-living operators presenting housing and service packages
Health providers and clinics offering preventive checks, physiotherapy, hearing and vision services
Mobility and assistive-technology suppliers showing walkers, wheelchairs, stair lifts and adapted furniture
Pension, insurance and legal advisers explaining retirement income, wills and power of attorney
Travel operators and tour organisers specialising in escorted, accessible and slow-travel formats
Senior associations, sports clubs, culture societies and volunteering organisations recruiting members
Consumer technology and telecom retailers presenting simplified phones, tablets and digital-support services
Product categories
Key solution areas showcased across the event.
Preventive health checks, physiotherapy and rehabilitation services
Mobility aids, walkers, wheelchairs, stair lifts and bathroom adaptation
Assisted living, senior housing and home-care service packages
Pension products, retirement planning, insurance and estate/legal advice
Escorted tours, accessible travel, travel insurance and Nordic coach holidays
Hearing aids, vision aids and low-vision equipment
Simplified smartphones, tablets, digital-support services and scam-protection tools
Senior sports, exercise, dance and wellbeing activities
Culture, hobby, volunteering and pensioner-association memberships
Home-delivery, meal, cleaning and everyday-services subscriptions
Location & Facilities
Venue
MalmöMässan
Malmö, Sweden
Facilities
Parking
MalmöMässan in Malmö typically provides on-site or adjacent visitor parking during major trade fairs; confirm daily rates, payment methods and hall access on the organiser or venue website before travel.
Food options
On-site catering
On-site diningParking: MalmöMässan in Malmö typically provides on-site or adjacent visitor parking during major trade fairs; confirm daily rates, payment methods and hall access on the organiser or venue website before travel.
Gate: Follow organiser signage to the main visitor entrance at MalmöMässan for badge collection; allow extra time for security screening during peak morning arrival.
Attend
Entry & tickets
Who runs the show
Organisers
Numera Mässor
Organiser
Intelligence
Market context
Key market insights, trends, news and related events to help you understand the bigger picture.
Malmö, Sweden
Why it matters
On 2027-04-13 to 2027-04-13, Senior fair in Malmö covering Health and wellness products for seniors, Travel services tailored for older adults, Technology solutions enhancing seni gives technology buyers a single calendar window to compare suppliers, validate specs on the stand, and book follow-ups before the next buying cycle - especially when your roadmap matches the published exhibitor profile.
Industry trends
Key trends shaping this market and its wider industry.
Sustainability in procurement
What sustainability in procurement means for buyers and exhibitors in this sector.
Automation and labour efficiency
What automation and labour efficiency means for buyers and exhibitors in this sector.
Regional supply-chain resilience
What regional supply-chain resilience means for buyers and exhibitors in this sector.
Hybrid engagement models
What hybrid engagement models means for buyers and exhibitors in this sector.
Plan your trip
Travel & logistics
Local currency · USD
Arrival airports
Choose from the following airports, with convenient access to the event and venue.
Malmo Airport
Closest airport to Malmo, with a smaller route network than Copenhagen; onward airport coaches run to Malmo C, then train or taxi to Hyllie
TBA
to venue
Approx. 30-35 min by car or airport coach
by car
Copenhagen Airport
Largest international gateway for the region; Oresund trains cross to Malmo C in roughly 20-25 min, then connect to Hyllie for Malmomasan
TBA
to venue
Approx. 45-60 min by car or Oresund train
by car
Angelholm Helsingborg Airport
Small regional airport north of Malmo; useful mainly for domestic connections, with rail onward via Helsingborg
TBA
to venue
Approx. 1 h 10 min by car
by car
Hotel tiers
A range of accommodation options near the venue and across key areas.
Best Western Malmo Arena Hotel
4-star
Adjacent to Malmomasan (approx. 170 m)170 m to venueUSD 150–190 / night
Breakfast, free Wi-Fi, parking (charge), air conditioning, pet-friendly, fitness center, bar, restaurant
Quality Hotel View
Midscale
Near Malmomasan (approx. 570 m)570 m to venueUSD 150–190 / night
Free breakfast, free Wi-Fi, parking (charge), pet-friendly, fitness center, bar, restaurant, golf, full-service laundry
Good Morning+ Malmo
Economy
Malmo, approx. 1.9 km from Malmomasan1.9 km to venueUSD 95–122 / night
Breakfast, free Wi-Fi, parking (charge), air conditioning, pet-friendly, fitness center, bar, restaurant, business center
Moment Hotels
Midscale
Central Malmo, approx. 4.8 km from Malmomasan4.8 km to venueUSD 150–190 / night
Free breakfast, free Wi-Fi, parking (charge), restaurant, airport shuttle, accessible, kid-friendly, smoke-free
Quality Hotel The Mill
Midscale
Malmo city areaMalmo city area to venueUSD 150–190 / night
Free breakfast, free Wi-Fi
Local transport
Get around the city with these convenient transport options.
Train (Pagatag / Oresundstag)
Estimated costCost TBA
Best forMalmo C to Hyllie station, signed walkway to Malmomasan
Hyllie station is the closest rail stop to the fairground; validate your ticket in the app or at the gate before boarding.
City bus
Estimated costCost TBA
Best forCentral Malmo to Hyllie / Malmomasan
Use the Skånetrafiken app or station machines; buses are step-free with space for wheelchairs and rollators.
Taxi
Estimated costCost TBA
Best forMalmo C to Malmomasan (Hyllie)
Use the official taxi rank at Malmo C rather than unmarked cars; traffic builds around the morning opening.
Taxi
Estimated costCost TBA
Best forMalmo Airport (MMX) to MalmöMässan
Airport coaches to Malmo C are usually cheaper, then continue by train or taxi to Hyllie.
Taxi
Estimated costCost TBA
Best forCopenhagen Airport (CPH) to MalmöMässan
Cross-border taxis may charge Danish or Swedish currency; agree the fare and currency in advance.
Parking
Estimated costCost TBA
Best forP-Hus Massan (APCOA car park beside the venue)
Pre-book or arrive early on the busiest fair days; accessible bays are closest to the hall entrance.
Walk
Estimated costNo ticket cost
Best forHyllie station to Malmomasan entrance
Signed and step-free, but exposed to wind and rain; allow extra time if you use a rollator.
taxi
Estimated costCost TBA
Best forAngelholm Helsingborg Airport (AGH) to MalmöMässan
Approx. 1 h 10 min by car; Small regional airport north of Malmo; useful mainly for domestic connections, with rail onward via Helsingborg.
Weather
Malmo in April is early spring: daytime temperatures typically sit around 8-12 C, nights fall to roughly 1-4 C, and the Oresund coast is windy. Rain is common, with roughly 10-12 wet days across the month, often as short showers rather than all-day downpours. The walk between Hyllie station and Malmomasan is exposed, so a windproof, water-resistant layer and an umbrella are useful even on a bright morning. These are climatological bands for planning, not a forecast: check a local forecast for the fair week before packing.
Plan for the climate
Check temperatures and pack accordingly
Venue connectivity
Sweden is an EU roaming country, so visitors with EU/EEA mobile contracts normally use their home allowance without extra charges; visitors from outside the EU should check roaming rates or buy a prepaid Swedish SIM/eSIM on arrival. 4G and 5G coverage is strong across Malmo and the Hyllie district, including the rail line from Copenhagen. Malmomasan caters to a senior audience, so expect Wi-Fi in the foyer and meeting areas rather than hall-wide coverage; download tickets, maps and the Skånetrafiken app before you travel, and keep a power bank for a full day of talks and photos.
Ride-hailing
Taxis
Public transit
Car rentals
Cultural notes
Useful information to help you have a smooth and respectful visit.
Getting around
Malmo's bus and rail network is run by Skånetrafiken. Tickets are bought in the app or at station machines and must be valid before boarding; ticket checks are common. The ride from Malmo C to Hyllie, beside Malmomasan, takes about 13 minutes with frequent departures. Buses and trains are step-free, with dedicated space for wheelchairs and rollators.
Cross-border arrival
Many visitors land at Copenhagen Airport and cross the Oresund link by train into Malmo, then continue to Hyllie. Bring photo ID for the border area, keep the same ticket for the through journey where possible, and allow extra time on the platform if you are travelling with luggage or mobility equipment.
Parking
Drivers can use P-Hus Massan, the APCOA car park beside the venue, with accessible bays near the hall entrance. Rates are set by the operator rather than the organiser, so check the tariff at the barrier or on the APCOA site before travelling on a busy fair morning.
Language
Swedish is the everyday language, but most exhibitors, station staff and hotel teams in Malmo speak English. Ask for large-print or English-language material at stands if you find Swedish leaflets hard to read, and do not assume every adviser can discuss regulated pension or insurance products in English.
Money and tipping
Sweden is largely cashless: cards and mobile payments work at the venue, stations and most cafes, while some small kiosks no longer accept cash. Service charges are normally included, so tipping is modest and optional; keep a card or phone payment method handy for transit tickets and coffee.
Accessibility and pacing
Malmo is generally step-free and used to older visitors, but a full day on hard hall floors is tiring. Plan seated breaks, use the signed walkway from Hyllie station and ask venue staff about loan wheelchairs or accessible toilets if you need them. April weather changes quickly, so dress in layers you can add or remove indoors.
Practical guides
Visitor & Exhibitor Essentials
Everything needed to arrive prepared, navigate the event, and make the visit productive.
Flights
Destination: MMX
Copenhagen Airport (CPH) has the widest choice of international routes; book a through ticket that includes the Oresund train to Malmo C and Hyllie if you can, so you are covered for the cross-border leg. Malmo Airport (MMX) is closer but has a smaller route network, mostly useful for domestic or selected European flights. Compare the total journey, including the airport coach from MMX or the train from CPH, rather than the airfare alone. Fares quoted here are approximate planning ranges, not live prices, so confirm baggage rules and connection times before booking.
Transport
Get to the venue and around the city with these options.
Airport → venue: Primary gateways: Malmo Airport (MMX): Approx. 30-35 min by car or airport coach; Copenhagen Airport (CPH): Approx. 45-60 min by car or Oresund train; Angelholm Helsingborg Airport (AGH): Approx. 1 h 10 min by car. Allow road or rail time to MalmöMässan; on-site parking is usually available at major exhibition venues.
Hotel → venue: Precinct hotels near MalmöMässan: Adjacent to Malmomasan (approx. 170 m): Best Western Malmo Arena Hotel; Near Malmomasan (approx. 570 m): Quality Hotel View; Malmo, approx. 1.9 km from Malmomasan: Good Morning+ Malmo.
Ride-hail: Ride-hailing coverage in Malmo is thinner than in Stockholm or Copenhagen, so check whether the app you use actually serves the city before relying on it. The official taxi rank at Malmo C and the rank at Hyllie station are the more predictable options, and hotel reception can book a car. Ask for the meter or a fixed fare, and confirm whether payment is in SEK before setting off, especially for cross-border trips to Copenhagen Airport.
Public transit: Skånetrafiken runs the regional trains and city buses across Malmo and Skane. From Malmo C, Pagatag and Oresundstag services reach Hyllie, the station beside Malmomasan, in about 13 minutes with departures roughly every 7-10 minutes; city buses take around 20-25 minutes from the centre. Tickets are sold in the Skånetrafiken app or at station machines and must be validated before boarding. If you are arriving from Copenhagen Airport, buy a through ticket to Hyllie where possible, and allow extra time at Malmo C if you need step-free access or assistance with luggage.
Parking: On-site parking is available at P-Hus Massan, the APCOA car park beside Malmomasan, with accessible bays close to the hall entrance. Tariffs are set by the operator, not the fair organiser, so confirm the current daily rate and height restrictions before you drive. Arrive early on the busiest fair days, and consider parking at a station outside the centre and taking the train to Hyllie if the car park is full.
Weather
Plan and pack for the event climate.
Month: April
Temperature: Typical daytime 8-12 C, nights 1-4 C (climatological bands for Malmo in April; confirm the forecast for the fair week)
Seasonality: Early spring with frequent short showers and roughly 10-12 wet days across April. The Oresund coast is windy, so the walk between Hyllie station and the halls can feel colder than the thermometer suggests.
Packing: Pack layers you can remove in heated halls: a windproof and water-resistant jacket, a warm mid-layer, comfortable waterproof shoes for the station walk and a compact umbrella. Bring glasses, hearing-aid batteries and any medication in your day bag, plus a power bank for a long day of talks and app-based transit tickets.
Plan your trip
Planning
Best day to visit: Day 2 (mid-show)
Mid-show days at Senior fair usually combine full exhibitor attendance with scheduled B2B meetings, before early pack-down on the final day.
Day 1
Arrive at Hyllie station, follow the signed walkway to Malmomasan and collect your badge before the halls fill. — Arriving in the first hour makes it easier to get a seat at the most popular talks.
Sample visitor itinerary
Route-optimised day
Day 1 · morning
Registration and hall orientation at MalmöMässan
Day 2 · core sessions
Supplier meetings and product demos
Day 3 · wrap-up
Final negotiations and follow-up
Networking spots
2Senior fair registration concourse
MalmöMässan
Central meeting point before and between hall appointments during show days.
Organiser B2B lounge (if offered)
MalmöMässan
Hosted matchmaking and buyer programmes when published by the organiser.
Budget
Costs & budget
Build your working budget
Adjust the inputs below to create a directional event budget.
Estimated budget
Live estimate
- Hotel × 2 nights$190.00
- Per diem × 2$150.00
Estimated total$340.00
This is a directional estimate. Please verify live rates before booking.
Decision
Visit, exhibit, or skip?
Should you go?
Use this quick check to decide whether Senior fair fits your visit, exhibit or skip plan.
QUESTION 1 OF 6
For Senior fair, what is your primary role on the show floor?
Decision matrix
Compare participation options side by side to choose the best fit for your objectives.
visit
Your category focus and target suppliers align with the official exhibitor profile.
Best for
Buyers, engineers, and delegates sourcing Health and wellness products for seniors and Travel services tailored for older solutions and benchmarking suppliers at Senior fair in Malmö.
Min. budget
$530.00
Timeline
4-8 weeks before opening day for registration, hotels, and travel.
Risks
Session times and ticket tiers may change - confirm the official agenda before booking.
exhibit
You have a defined lead-generation or distributor recruitment goal for this market.
Best for
Brands and manufacturers launching Health and wellness products for seniors and Travel services tailored for older products who need qualified meetings with the event's trade audience.
Min. budget
$2,385.00
Timeline
3-6 months for stand booking, freight, staffing, and pre-show marketing.
Risks
Booth pricing and corner premiums vary by hall - confirm with the organiser sales team.
skip
Audience, geography, or commercial goals do not justify travel and stand costs this cycle.
Best for
Teams with weak category fit, budget constraints, or overlapping commitments during the Malmö show week.
Timeline
N/A
Risks
Skipping may mean missing buyer meetings if competitors exhibit or attend the same week.
Gallery
Photos
FAQs & glossary
Answers
Frequently asked
Where is Malmömässan and how do I get there from Malmö Centralstation?
Malmömässan is the Malmö exhibition venue hosting the fair. Google Maps shows a 13-minute transit connection from Malmö Centralstation with departures about every 7 minutes, or a 6.5-6.7 km drive taking around 14 minutes depending on traffic.
Which airport should I fly into for Malmömässan?
Malmö Airport (MMX) is the closest airport to the venue. Copenhagen Airport (CPH) is the main international alternative, with rail connections across the Öresund to Malmö.
Are there hotels within walking distance of Malmömässan?
Yes. Best Western Malmö Arena Hotel is roughly 170 m from the fairground and Quality Hotel View about 570 m away. Good Morning+ Malmö is about 1.9 km from the halls.
Where can I park at Malmömässan?
P-Hus Mässan, operated by APCOA, is the parking garage serving the venue. Check current hourly rates with the operator before travelling.
What public transport network serves Malmö?
Skånetrafiken operates buses and trains across Malmö and the wider Skåne region, including services from Malmö Centralstation toward the fairground.
Glossary
- Malmömässan
- The Malmö exhibition and convention venue operated by Easyfairs, located in the Arena district of Malmö, Sweden.
- Skånetrafiken
- The regional public transport authority for Skåne, running the buses and trains used to reach Malmömässan from central Malmö.
- Öresund link
- The fixed rail and road connection between Copenhagen and Malmö, making Copenhagen Airport a practical arrival point for Malmö events.
- P-Hus Mässan
- The APCOA-operated multi-storey car park next to Malmömässan used by visitors driving to the fairground.
- MMX
- IATA code for Malmö Airport, the closest air gateway to the city and the venue.
- CPH
- IATA code for Copenhagen Airport, the main international alternative for travel to Malmö.
1
2
3
4
5
6
Also known as
Alternate names and search phrases for this event.
- Senior fair 2027
- Senior fair Malmö 2027
- Senior 2027
- Senior Malmö 2027
- Malmö Sweden
- Senior Festival Malmö 2027
- Health and wellness products for seniors
- Travel services tailored for older adults
- Technology solutions enhancing senior living
- Cultural and recreational activities for seniors
3 more alternate names hidden
Digital business cards for the show floor
Display a free company card at your booth, or share your professional card on the show floor.