Southeast Asia Information Port News (www.dnyxxg.com) – From January 15th to 18th, the Tourism Authority of Thailand (TAT) achieved significant success at the MATKA tourism exhibition in Helsinki, Finland, further solidifying Thailand's position as a high-quality, cost-effective travel destination for Scandinavian tourists.
TAT Governor Thapane Kiatpaipur stated that the Scandinavian market holds significant strategic importance for the long-term development of Thailand's tourism industry. She pointed out that this participation in the exhibition demonstrated the TAT's determination to promote high-quality development in the tourism industry. By focusing on its aviation industry development strategy and deepening cooperation with airlines and trading partners, TAT not only improved travel convenience but also precisely addressed the needs of Scandinavian tourists for healthy, sustainable, and in-depth experiences, thus optimizing the supply of tourism products.
This year's exhibition focused on the aviation industry strategy. The Tourism Authority of Thailand (TAT) held discussions with airlines such as Finnair, Turkish Airlines, and Scandinavian Airlines, as well as leading Nordic tourism organizations like Tjäreborg and Aurinkomatkat, to promote joint marketing and strategic cooperation. The aim was to strengthen air connectivity, increase flight frequency to Thailand, broaden market access, and improve the convenience of travel for Nordic tourists to Thailand in 2026.
The aviation strategy is already showing results: It is projected that by 2025, the number of Finnish tourists visiting Thailand will reach 93,906, and the total number of tourists from the Nordic and Baltic regions will increase to 667,890, a year-on-year increase of 10.42%, demonstrating the significant achievements of the TAT and its partners' collaborative efforts.
During the exhibition, the TAT also launched its new global marketing theme, "Healing is the New Luxury," driving the tourism industry towards a value-oriented transformation. This aligns with global trends in health and sustainable development, positioning Thailand as a year-round destination for physical and mental well-being, and contributing to the balanced and steady growth of the tourism industry.
Thailand's participation in the exhibition received diplomatic support. The Thai Ambassador to Finland, Worawi Pongprapapan, and Director Thapani jointly presided over the opening ceremony of the Thai Pavilion, attended by senior officials from the Tourism Authority of Thailand (TAFT) and representatives from partner organizations. The Thai Pavilion provided a platform for information exchange and B2B negotiations, attracting five Thai tourism operators to connect with their Nordic partners, and more than 30 Finnish media representatives and tourism professionals participated in the interactive activities.
The Thai Pavilion showcased its soft power through diverse activities, including traditional performances from Thailand's four major regions, Muay Thai workshops, and handicraft experiences, strengthening brand awareness and audience interaction. This year's MATKA tourism exhibition lasted four days and was expected to attract over 58,000 visitors.
The Tourism Authority of Thailand (TAFT) focused on reaching two key customer groups: repeat visitors with previous travel experience in Thailand and first-time travelers planning a trip to Thailand, with a particular focus on families and health-conscious seniors. In terms of destinations, Phuket, Phang Nga, and Krabi remained popular in southern Thailand, while the eastern region, including Koh Chang and Koh Mark, saw a continued increase in interest. Finnish tourists prefer tranquil destinations with convenient transportation, and their peak tourist season in Thailand is from October to February of the following year. (End)
