From January 15 to 18, Helsinki hosted the Nordic region’s largest tourism exhibition and travel trade fair, MATKA 2026, with active participation from representatives and members of the Vidzeme Tourism Association.

Each year, the exhibition brings together more than 56,000 visitors, including approximately 15,500 industry professionals, confirming its significance as the leading platform for international cooperation, tourism trend development, and the establishment of new partnerships in Northern Europe and beyond.

The work of the Vidzeme representatives took place at the Latvian national stand, organized by the Investment and Development Agency of Latvia (LIAA), alongside offers from other regional destinations. During the fair, new business contacts were established, Vidzeme’s brand awareness was strengthened, and potential travelers from Finland and other Nordic countries were engaged.

The Latvian national stand was also visited by the Ambassador of Latvia to Finland, Dace Treija-Masī, to discuss current industry trends, challenges, and development opportunities.

Participation in the MATKA exhibition was implemented with co-financing from European Union funds within the framework of project No. 1.2.3.6/2/24/A/004 “Vidzeme Tourism Association”.