Travel survey and Holiday forecast 2026
Research provides an up‑to‑date overview each year of Finnish travel habits, interests and emerging travel trends.
Where do Finns plan to travel in 2026? What factors guide their choices? How do different age groups differ in their travel behaviour? Travel survey provides answers to these questions.
The survey commissioned by the Matka Travel Fair examines both domestic and international travel, travel motivations, spending, and the behaviour of different generations. The results offer companies and travel industry operators insights into what Finns expect from destinations, which services they consider important, and how travel is expected to develop in the coming years.
The survey is carried out by Taloustutkimus, Finland´s largest market research company, on behalf of the Matka Travel Fair.
TRAVEL SURVEY
Latest trends, insights and changes in traveller behaviour
The study highlights the key trends shaping Finnish travel today: city breaks, nature destinations and visiting relatives remain the most popular forms of travel. Interest in responsibility and ecological choices is growing, although these factors do not yet decisively determine the choice of destination. There are clear generational differences, for example in travel styles, budgets, information‑seeking behaviour and service expectations.
Download the full research report to explore the latest findings.