The Matka Travel Fair 2026, the largest travel industry event in the Nordic region, officially opened today at the Helsinki Expo and Convention Centre. The China National Tourist Office (CNTO) in London has unveiled a specially designed pavilion reflecting traditional Chinese aesthetics. Joining forces with industry partners including Juneyao Air and China Travel Service (CTS), the office is showcasing the “Nihao! China” national tourism brand, winter tourism resources, and the latest facilitation policies for inbound travel to a professional Nordic audience and the general public.

The opening day, dedicated to trade professionals, saw the China pavilion attract a significant volume of industry insiders and media representatives, drawn by its distinct cultural character and comprehensive information. Staff engaged with guests to highlight China’s winter travel offerings and the latest visa-free policies, distributing a wide array of travel guides and maps. Many Finnish visitors noted that the 30-day visa-free policy for Finnish citizens, combined with increasingly convenient direct flights, has significantly boosted their interest and ease of travel to China.

Prominent Finnish social media influencer Antti (popularly known as “Uncle Beard”) also visited the pavilion. Sharing his memorable experiences visiting Beijing, Shanghai, and Chongqing, Antti expressed his fascination with China’s profound history, magnificent monuments, and rapid technological advancement. He highlighted a recent collaboration video filmed in Chongqing with Chinese influencer “Reggie English,” which garnered over one million views, illustrating the power of cross-cultural exchange. Antti expressed his commitment to serving as a tourism and cultural bridge, introducing a modern and authentic China to Finnish audiences while helping the Chinese public better understand Finland’s natural beauty.

During the fair’s forum, China Southern Airlines officially announced the launch of a new direct service from Beijing Daxing International Airport to Helsinki Airport, commencing 29 March 2026. The route will operate three times weekly. This expansion brings the total number of direct routes between China and Finland to three (alongside Juneyao Air’s Shanghai-Helsinki service and Finnair’s Shanghai-Helsinki service), providing ample and flexible capacity for personnel exchanges between the two nations.

On Thursday afternoon, Ms Kristiina Hietasaari, Director of Visit Finland, visited the China pavilion for a friendly exchange with Mr Pan Hang, Assistant Director of the CNTO London. The two parties discussed sustainable tourism development and joint market promotion. Ms Hietasaari noted that China remains a vital source market for Finland, contributing approximately 400,000 overnight stays annually. She confirmed her intention to visit Suzhou, China, this April via the new Beijing-Helsinki direct flight to conduct promotional activities, expressing her hope for deeper cooperation to promote two-way tourist flows.

Throughout the event, the CNTO London also held meetings with Ms Heli Mäki-Franti, CEO of the Association of Finnish Travel Industry (SMAL), and representatives from Finavia to discuss future collaborative opportunities.

The Matka Travel Fair is the largest annual travel industry event in Northern Europe. Spanning four days, it brings together over 850 exhibitors from 50 countries and regions, attracting more than 50,000 professional and public visitors. As a barometer for Nordic travel trends, the fair covers themes including culture, wellbeing, active holidays, and sustainable travel.

The China National Tourist Office in London remains committed to its mission of promoting cultural outreach and attracting international visitors, recognising the immense potential of the Nordic market. In 2026, the office will maintain a proactive presence at key regional exhibitions, including international travel fairs in Helsinki, Norway, and Ireland.

Through “Nihao! China” themed pavilions, immersive promotional films, and interactive experiences, the office will showcase China’s diverse landscapes and secure travel environment.

By promoting the latest visa policies and bespoke itineraries, the office aims to enhance the appeal of Chinese destinations, fostering deeper mutual understanding and strengthening the cultural bonds between China and Northern Europe.