Bangkok, 19 January 2026 – The Tourism Authority of Thailand (TAT) recorded strong outcomes from participation in MATKA Travel Fair 2026, held from 15–18 January 2026 in Helsinki, Finland, reinforcing Thailand’s positioning as a high-quality, value-led destination for Nordic travellers.
Ms. Thapanee Kiatphaibool, TAT Governor, said the Nordic market remains strategically important to Thailand’s long-term tourism development. “Participation in MATKA Travel Fair 2026 reflects TAT’s clear direction towards quality growth. Through the Airline Focus Strategy and close collaboration with airlines and trade partners, accessibility is being strengthened while Thailand’s tourism offering is aligned with evolving traveller expectations for wellness, sustainability, and meaningful experiences,” she said.
TAT placed the Airline Focus Strategy at the centre of participation, advancing coordinated marketing activities and strategic discussions with airline and travel partners to strengthen air connectivity and improve travel convenience to Thailand throughout 2026. Engagements covered discussions with leading Nordic travel stakeholders such as Finnair, Turkish Airlines, Tjäreborg, Aurinkomatkat, Ikkunapaikka, and Rantapallo, alongside ongoing cooperation with airline partners including Thai Airways International, Bangkok Airways, Finnair, SAS, Norse Atlantic Airways, and TUI Airways, with a shared objective of expanding flight frequency and market access to Thailand.
The effectiveness of the Airline Focus Strategy was reflected in visitor performance, with tourist arrivals from Finland reaching 93,906 in 2025, while arrivals from the wider Nordic and Baltic markets totalled 667,890, representing a 10.42 percent increase. The results underscore the impact of sustained strategic collaboration between TAT, airline partners, and tourism businesses.
During the fair, TAT reiterated its new global marketing campaign, under the concept “Healing is the New Luxury,” marking a shift towards value-based travel aligned with global health and sustainability trends. The campaign positions Thailand as a year-round destination for physical and mental rejuvenation while supporting balanced, resilient tourism growth.
TAT’s participation at MATKA Travel Fair 2026 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, and attended by TAT executives and partner organisations. The pavilion served as a platform for tourism information, B2B negotiations among five Thai tourism operators and Northern European partners, and a networking session that engaged more than 30 Finnish media representatives and tour operators.
Key highlights at the Thailand Pavilion included showcasing Thailand’s Soft Power through traditional performances representing all four regions of the country, alongside Muay Thai workshops and Thai handicraft activities, strengthening engagement and brand recognition across multiple visitor segments.
MATKA Travel Fair 2026 was estimated to attract more than 58,000 visitors over four days. TAT’s priority audiences included repeat visitors with prior travel experience in Thailand and an intention to return, alongside first-time visitors planning initial trips, particularly families with children and health-conscious, active seniors. Southern Thailand, including Phuket, Phang-Nga, and Krabi, remained the most popular destinations, with growing attention to Eastern Thailand, notably Ko Chang, Ko Mak, and Ko Kood in Trat Province. Finnish travellers preferred destinations offering tranquillity and convenient access, with peak travel interest between October and February.
