- The travel industry has a more optimistic outlook compared to last year, which is reflected in the high level of interest in the fair among exhibitors. Bookings are up from last year and we are very pleased to welcome a record number of new countries with Macedonia, the Caribbean, Gabon, Azerbaijan and Singapore all joining the event for the first time. Denmark, Nepal and Greece are also back among participating countries after a few years of absence. The popularity of domestic travel is also continuing to grow and this January's Nordic Travel Fair MATKA will give visitors the chance to see nearly all of Finland under one roof, says The Finnish Fair Corporation/s Exhibition Group Manager Anita Makela.

This year's theme at the Nordic Travel Fair MATKA is "Future it". The theme will be explored in depth in several seminars during the days reserved for travel trade professionals. As in the past, the Nordic Travel Fair MATKA will be open for travel trade professionals only on Thursday the 20th of January and from 9:00 to noon on Friday, after which the fair will open its doors to the general public.

The Business Travel Forum organised in conjunction with the Nordic Travel Fair MATKA in the past has been renamed Business Forum and its concept has been refreshed. The Business Forum is a meeting place for business travel and travel administration service providers and purchasers. The Business Forum will be open only on Thursday the 20th of January.

Partner country in a spotlight
Estonia, the official Partner Country of MATKA 2011Nordic Travel Fair, has had a record-breaking year in tourism. During the first nine months of 2010, Finnish visitors spent 1.3 million nights in Estonia, exceeding the total number of nights in 2009 by nearly 20%. With an extensive section combining culture, design and ecotourism featuring Estonia's largest travel organisations, Estonia is certain to be seen and heard at the Matka Nordic Travel Fair. Estonia's capital Tallinn is one of the two European Capitals of Culture in 2011 and Foundation Tallinn 2011 will bring music and dance performances and other programme highlights to the fair. Tallinn, the European Capital of Culture nearest to Helsinki, will also build an impressive Estonian Design & Music cafeteria in the Helsinki Exhibition & Convention Centre.

New to the Nordic Travel Fair MATKA - Dive Village
Another new addition to Nordic Travel Fair MATKA in 2011 is a special area focused on diving known as Dive Village, complete with a diving pool where visitors can find out what the underwater world looks like. The Dive Village will also feature diving industry service providers, dive tour organisers and diving magazines from both Finland and abroad.

The Caravan 2011 fair organised concurrently with Nordic Travel Fair MATKA will showcase the latest in caravans and motorhomes.