TAT reports strong results from MATKA Travel Fair 2026 - Get updated on what's happening in tourism!

The Tourism Authority of Thailand (TAT) has reported strong outcomes from its participation in MATKA Travel Fair 2026, held from 15 to 18 January in Helsinki, Finland. The appearance reinforced Thailand’s positioning as a high-quality, value-driven destination for Nordic travellers and underlined the market’s strategic importance to Thailand’s long-term tourism development.

Ms Thapanee Kiatphaibool, Governor of TAT, emphasised the role of the Nordic region within Thailand’s quality-growth strategy. “Our participation in MATKA Travel Fair 2026 reflects TAT’s clear focus on quality over volume. Through the Airline Focus Strategy and close cooperation with airline and trade partners, we are strengthening accessibility while aligning Thailand’s tourism offering with evolving traveller expectations around wellness, sustainability and meaningful experiences,” she said.

Airline Focus Strategy at the core

TAT placed its Airline Focus Strategy at the centre of its MATKA engagement, advancing coordinated marketing activities and strategic discussions aimed at improving air connectivity and travel convenience to Thailand throughout 2026. Meetings and exchanges were held with key Nordic travel stakeholders including Finnair, Turkish Airlines, Tjäreborg, Aurinkomatkat, Ikkunapaikka and Rantapallo.

At the same time, TAT continued its close collaboration with airline partners such as Thai Airways International, Bangkok Airways, Finnair, SAS, Norse Atlantic Airways and TUI Airways, with the shared objective of expanding flight frequencies and enhancing market access from the Nordic and Baltic regions.

The impact of this sustained cooperation is reflected in visitor figures. Tourist arrivals from Finland reached 93,906 in 2025, while arrivals from the wider Nordic and Baltic markets totalled 667,890, representing an increase of 10.42 percent. These results highlight the effectiveness of long-term strategic collaboration between TAT, airlines and tourism businesses.

“Healing is the New Luxury”

During the fair, TAT also reaffirmed its new global marketing direction under the concept “Healing is the New Luxury”. The campaign signals a shift towards value-based travel that aligns with global health, wellness and sustainability trends. It positions Thailand as a year-round destination for physical and mental rejuvenation, while supporting balanced and resilient tourism growth.

Strong diplomatic and industry engagement

TAT’s participation was supported at the diplomatic level, with the official opening of the Thailand Pavilion presided over by H.E. Mr Worawoot Pongprapapant, Ambassador of Thailand to Finland, together with the TAT Governor. The opening was attended by TAT executives and partner organisations.

The pavilion served as a hub for destination information, B2B negotiations between five Thai tourism operators and Northern European partners, and a networking session that brought together more than 30 Finnish media representatives and tour operators.

Visitors to the pavilion experienced Thailand’s Soft Power through traditional cultural performances representing all four regions of the country, alongside Muay Thai workshops and Thai handicraft activities, strengthening engagement and brand recognition across a broad range of visitor segments.

Nordic travel trends and demand

MATKA Travel Fair 2026 was estimated to attract more than 58,000 visitors over its four-day duration. TAT focused on repeat visitors with previous travel experience in Thailand and a strong intention to return, as well as first-time visitors planning initial trips. Priority segments included families with children and health-conscious, active seniors.

Southern Thailand, particularly Phuket, Phang-Nga and Krabi, remained the most popular destinations, while interest continued to grow in Eastern Thailand, notably Ko Chang, Ko Mak and Ko Kood in Trat Province. Finnish travellers showed a clear preference for tranquil destinations with convenient access, with peak travel interest concentrated between October and February.

Image Credit: © TAT