Analysis of Vakantiebeurs and Matka Travel Fairs

Introduction

In January 2025, two major travel industry events took place where ToolBox Consulting also operates actively: Vakantiebeurs 2025 in Utrecht, the Netherlands, and Matka 2025 in Helsinki, Finland. We had a stand at Vakantiebeurs and in Matka we were organizing Pre and Post Tours for Buyers participating in Matka Workshop Day event 15.1.2025. Additionally to this we organized together Estonians, Finnish and Swedish partners media trips for 25 participants.

Both events served as critical platforms for tourism professionals, industry leaders, and travelers to explore new trends, destinations, and opportunities within the travel sector. The participation numbers were impressive, with over 71,000 visitors at Vakantiebeurs and over 56,000 at Matka. These events provided valuable insights into consumer behavior and the growing interest in Nordic destinations.

Vakantiebeurs 2025 – Utrecht, Netherlands

Event Overview:

Vakantiebeurs 2025, held in Utrecht from January 8 -12, is one of the largest consumer travel fairs in Europe. With more than 71,000 visitors, it serves as an important meeting point for tourism professionals, businesses, and consumers alike. The event showcased a wide range of global destinations, travel innovations, and sustainable tourism initiatives.

Key Highlights:

1. Strong Consumer Engagement: Vakantiebeurs attracted significant consumer interest, demonstrating that participating in the event’s consumer days is crucial. Consumers were highly engaged, exploring various travel options, especially from Nordic countries. The event provided an excellent platform for direct interaction with travelers, and there was a notable surge in interest toward destinations in the Nordic region.
2. Our Stand Participation: We were represented by 16 companies at our stand, where we presented a range of Nordic travel products and services. The stand was a key attraction, offering visitors insights into unique travel experiences across the Nordic countries, including Finland, Sweden, Norway, and Denmark. Our presence underscored the growing popularity of Nordic destinations among European travelers.
3. Consumer Interest in Nordic Countries: One of the most significant takeaways from Vakantiebeurs 2025 was the high level of consumer interest in Nordic destinations. Many visitors expressed a desire to explore the unique landscapes, culture, and sustainability initiatives that the Nordic countries offer. This suggests a strong opportunity for promoting Nordic tourism to a broader audience.
4. Networking and Business Opportunities: The event facilitated important networking opportunities, with numerous B2B meetings taking place at the stand. Industry professionals, tour operators, and media representatives had the chance to connect and discuss potential collaborations, expanding the reach of Nordic tourism.

Visitor Experience:

Vakantiebeurs provided an engaging and interactive environment, offering a comprehensive view of the global travel landscape. The diverse participation of destinations and service providers made it a valuable experience for both industry professionals and consumers. Visitors were able to explore new trends, discover exciting destinations, and gather information for their future travels.

The idea is to divide trade and consumer dates from each other for 2026. We are unsure if this is the right decision because it makes probably participants in difficult situation to choose only one event, not participating in two because the costs.

Matka 2025 – Helsinki, Finland

Event Overview:

Matka 2025, held in Helsinki from January 15-19, is the largest travel trade fair in the Nordic region. With over 56,000 participants, Matka attracted a diverse group of tourism professionals, including travel agents, tour operators, media, and potential travelers. The event served as a significant platform for showcasing Nordic destinations and fostering international partnerships.

Key Highlights:

1. Pre and Post Tours: As part of our participation, we organized 14 different pre- and post-tours, offering a range of curated travel experiences for international visitors. These tours allowed attendees to explore Nordic destinations firsthand, showcasing the beauty, culture, and unique experiences that the region offers. The tours were well-received, generating strong interest in further travel to the Nordic countries.
2. Info Desk at AFTA Stand: We also maintained an info desk at the AFTA stand in Helsinki, providing valuable information to visitors about Nordic destinations. The desk served as a key resource for attendees looking to learn more about the various travel options and services available in the Nordic countries. It was an effective way to engage with both trade professionals and potential travelers.
3. Networking and Collaboration: Matka 2025 provided ample networking opportunities, bringing together tourism professionals, government representatives, and media from around the world. The event facilitated partnerships and collaborations, helping to further promote Nordic tourism and expand its reach in international markets.

Visitor Experience:

The event’s success was largely attributed to its well-organized structure and the high level of interest in the Nordic region. Participants were able to engage in meaningful conversations, attend workshops, and explore the best that Nordic tourism has to offer. The presence of pre- and post-tours, along with media tours, ensured that the experience extended beyond the event itself, showcasing the true potential of Nordic destinations.

Key Insights and Conclusion

Both Vakantiebeurs 2025 and Matka 2025 highlighted the growing appeal of Nordic destinations among European travelers. At Vakantiebeurs, it became clear that participating in consumer days is essential, as there was significant interest in the Nordic countries. Consumers were particularly drawn to the unique experiences and sustainable tourism offerings available in the region.

At Matka 2025, the organized pre- and post-tours, played a crucial role in driving attention to the Nordic countries. The information desk at the AFTA stand was also a great success, engaging with visitors and providing them with valuable resources about Nordic tourism.

In conclusion, both events were highly successful in promoting Nordic tourism, fostering valuable partnerships, and enhancing the region’s visibility in international markets. The combination of engaging directly with consumers and industry professionals, as well as offering experiential opportunities like tours, proved to be an effective strategy for driving interest in Nordic destinations. Moving forward, participation in both trade and consumer events like Vakantiebeurs and Matka will remain key to promoting Nordic tourism on the global stage.