January 2027 FAM and Media Trips in Finland, Estonia and Sweden
Maximize the Value of International Buyers and Travel Media Visiting Finland in January – Host a FAM Trip!
As part of its annual programme, ToolBox Consulting Ltd. organizes familiarization (FAM) trips for international travel agencies, tour operators, wholesalers, and travel media representatives visiting Finland. Our goal is to offer approximately ten attractive, high-quality tours and site visits in Finland and nearby regions, ranging from half a day to three days (two nights) in duration.
We are looking for destinations, tourism regions, and tourism service providers interested in showcasing their products and services to international tour operators, travel agents, and media representatives. Hundreds of international buyers are expected to attend the travel industry events in January, creating an excellent opportunity to generate new business and international visibility.
FAM trips are particularly suitable for:
Tourism regions and destination management organizations
Joint initiatives involving multiple destinations
Larger tourism companies serving international markets
Businesses offering products and services for different nationalities and customer segments
FAM trips will be organized between 14–24 January 2027.
Programme Options
1. FAM Programmes for Tour Operators and Travel Agency Representatives
14–19 January 2027 (Pre-Tour)
20–24 January 2027 (Post-Tour)
2. FAM Programmes for International Travel Media
14–19 January 2027
20–24 January 2027
Upon request, media representatives may also be included in the FAM programmes designed primarily for tour operators and travel agency representatives.
Further Information
Kari Halonen
or
Enna Paavola
or
Juha-Pekka Tuominen
Tagged in:
Additional information
FAM Programmes for Tour Operators, Travel Agency Representatives and Media Guests
Group Size
Minimum 4–7 participants per group
Maximum 10–15 participants per group
Participants must represent at least three different countries or market areas
Starting and Ending Points
Programme Options
1. FAM Programmes for Tour Operators and Travel Agency Representatives
14–19 January 2027 (Pre-Tour)
20–24 January 2027 (Post-Tour)
2. FAM Programmes for International Travel Media
14–19 January 2027
20–24 January 2027
Upon request, media representatives may also be included in the FAM programmes designed primarily for tour operators and travel agency representatives.
Starting and Ending Points
Programmes may begin and end at:
A Finnish airport or ferry terminal
Helsinki Central Railway Station (including transfers from accommodation)
Kiasma bus stop in Helsinki (coach or taxi transfers)
Accommodation facilities in the Helsinki metropolitan area (coach or taxi transfers)
Themes and Target Segments
Destinations and tourism companies may use the FAM trip to launch new products or showcase existing services through various themes and customer segments, including:
Summer or winter activities
Wellness and wellbeing
Family travel
Anniversary themes related to notable persons or events
Luxury travel
Culture and events
Other special-interest tourism products
Participating companies and destinations may also be included as part of a larger itinerary. In addition to destination and company presentations, we are particularly interested in ready-to-sell tourism packages.
Responsibilities of the Host Destination / Company
The host is responsible for designing and delivering a fully hosted programme that fits the agreed schedule, including:
Transportation
Accommodation
Meals
Activities and programme delivery
All costs incurred during the programme
Selection Criteria for Host Destinations and Companies
Selection is based on:
Registration date (first come, first served)
Completeness and attractiveness of the programme proposal
Programme readiness (programmes should be finalized by August–September 2026)
Demonstrated interest from international buyers
Important Note
Hosting destinations and companies are NOT required to be exhibitors, co-exhibitors, sponsors, presenters at Matka 2027, or sellers at MATKA Workshop Day 2027 in order to organize a FAM programme.
Coordination Fee
The coordination fee for one pre-tour or post-tour programme is between €1,400–€2,100 + VAT (25.5%), depending on the selected package.
Pre & Post Tours Package 1 Package 2 Package 3
1 Pre or Post Tour €1,400 €1,700 €2,100
2 Pre/Post Tours €2,200 €2,500 €2,900
Package Options
Package 1
ToolBox Consulting Ltd. selects and approves participating tour operators. ToolBox staff will provide the participant list. Destinations cannot restrict nationalities.
Price: €1,400 + VAT for one tour / €2,200 + VAT for two tours.
Package 2A
The destination may approve or decline tour operators who have expressed interest in participating. Participants will represent various nationalities, and nationality restrictions are not permitted. ToolBox will take destination preferences into account whenever possible while ensuring the minimum group size of 4–7 participants.
Price: €1,700 + VAT for one tour / €2,500 + VAT for two tours.
Package 2B
The destination may approve or decline participants, including some suggested by the destination itself. Participants will represent various nationalities, and nationality restrictions are not permitted. ToolBox will consider destination preferences but may supplement the group with participants from other markets to meet minimum attendance requirements.
Price: €1,700 + VAT for one tour / €2,500 + VAT for two tours.
Package 3A
The destination may approve or decline participants and may limit the number of represented nationalities. However, participants from at least three different countries must be accepted.
Price: €2,100 + VAT for one tour / €2,900 + VAT for two tours.
Package 3B
The destination offers a special-interest theme programme (e.g. sauna experiences, family travel, winter activities, wellness, etc.). The destination may limit represented nationalities, provided that participants from at least three different countries are included.
Price: €2,100 + VAT for one tour / €2,900 + VAT for two tours.
Included in the Coordination Fee
Up to two programmes (e.g. one Pre-Tour and one Post-Tour)
Recruitment and coordination of tour operators and travel agency representatives
Communication with the programme contact person
Participant feedback collection
Promotion and presentation of participating destinations to international buyers and travel professionals
Not Included
Tour leader services
Transportation, accommodation, meals or programme costs between Helsinki and the destination
All local transportation, land services, accommodation, meals and activities at the destination (these are the responsibility of the host destination/company)
Registration
Registration is open until 31 October 2026 or until a sufficient number of programmes have been confirmed.
To register, please complete the January 2027 FAM Trips Registration form:
January 2027 FAM Trips Registration
or copy-paste the followin link:
https://forms.gle/sd2YnnqdT28YEB7s9
The registration form is available in English.
Cancellation Terms
Please review our general participation and cancellation terms:
The January FAMs (Familiarisation Tours 2027) Estonia, Finland and Sweden are dedicated to travel trade and travel media!
Familiarisation Tours have been an essential part of ToolBox Consulting programme and it will be so also next year. In January 2027 we organize FAM trips with 2 different time periods as follows
Pre Tours are organized between January 15 (Friday) – January 19 (Tuesday), 2027
Post Tours are organized between January 21 (Thursday) – January 24 (Sunday).
REQUIREMENTS
• You need to be registered and approved as an applicant and participant for our FAM tours. Registration will open in June 2026 until December 18. Please note! This Pre and Post Tour registration is NOT a registration for the Matka Workshop Day 2026 event!
• We can approve around 4 – 10 participants for each tour
• Only one person / company can participate in each tour. You can choose max. one Pre and one Post Tour.
All tours are conducted in English.
DESTINATIONS AND THEMES
All destinations and possible themes for each tour will be published in the end of November 2026. You can contact ToolBox Consulting Ltd. for further information. You will also get advertisement for the tours every week in ToolBox Consulting Ltd. “January 2027 FAM Pre and Post Tours Newsletter”.
APPROVALS FOR EACH TOUR
You need an approval from the organizing destination for each tour you are interested in participating. There are no limits of tours the Buyers can participate, but there are allotments for each tour. If the allotment is exceeded, we will inform the Buyer to apply for another tour.
Please note! The last day of your tour cancellation without any cancellation fee will be 18 December 2026.
REGISTRATION
Please click the link below:
You can take part max. in one Pre and one Post Tour. But here you can mention max. two Pre and two Post Tours you are mostly interested in.
The final tours and destinations will be published in the end of June – December 2026. The earlier you are booking your tour the faster is the confirmation.
Please note, these are preliminary destinations/regions and just to indicate your interest where you would like to go when coming to Finland, Estonia or Sweden.
- Estonia: Tallinn and countryside
- The Baltics: Baltic countries
- Finland: Archipelago & Coastline
- Finland: Greater Helsinki Area 21.1.2027 Pre Tour
- Finland: Lakeland
- Finland: Lapland
- Finland – Sweden combination
- Sweden: Stockholm
- Hotel Site Inspection in Greater Helsinki Area
Want to know more?
Contact us:
