The Tourism Authority of Thailand (TAT) achieved strong outcomes from its participation at the recently-concluded MATKA Travel Fair 2026 held in Helsinki, Finland.
During the fair which ran from 15th to 18th January, TAT reinforced Thailand’s positioning as a high-quality, value-led destination for Nordic travellers.
TAT governor Thapanee Kiatphaibool pointed out how the Nordic market remains strategically important to Thailand’s long-term tourism development.
She said: “Participation at 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.”
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 Thai ambassador to Finland Worawoot Pongprapapant.
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.
Stronger ties through air connectivity
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.
Where wellness and soft power matter
TAT likewise reiterated its new global marketing campaign Healing is the New Luxury during the event, underscoring the 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 also showcased 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.
