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One third travels for food – MATKA fair presents food travel

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Finnish travelers recommend the cuisine of destinations abroad rather than the cuisine of domestic destinations. 35% of Finnish travelers have at least once or more recommended a destination abroad to others based on the destination’s cuisine.

Every third Finnish traveler chooses their travel destination based on the cuisine. Food is an especially important aspect for younger travelers, students, business travelers, decision makers and people living in the Helsinki metropolitan area. 27% of Finns also choose domestic travel destinations according to the food offered. The MATKA Nordic Travel Fair is held 20-22 January and in addition to presenting travel destinations from around the world, it showcases food travel especially on its Tasty Travel area.

Food travel interests approximately 30% of Finns and Finnish travelers rather travel abroad for good food than in Finland. This information is shown in a survey done by Kantar TNS, commissioned by the MATKA Nordic Travel Fair. The results represent the views of Finnish people, excluding the Åland Islands. 

Finnish travelers recommend the cuisine of destinations abroad rather than the cuisine of domestic destinations. 35% of Finnish travelers have at least once or more recommended a destination abroad to others based on the destination’s cuisine. Some of the good food travel destinations mentioned in the survey were Barcelona, Berlin, Prague, Budapest, London, Tallinn and Beijing.

35 % of Finnish travelers have at least once or more recommended a destination abroad to others based on the destination’s cuisine. Some of the good food travel destinations mentioned in the survey were Barcelona, Berlin, Prague, Budapest, London, Tallinn and Beijing.

Finnish destinations most often chosen due to their cuisine are Helsinki, Tampere, Turku, Jyväskylä, Kuopio, Naantali, Rovaniemi and Porvoo. 29% of Finnish travelers stated to have recommend a domestic destinations because of its cuisine. 

Nearly all respondents had travelled in 2016. 87% had travelled in Finland and 68 % abroad. Even though one third thinks food is an important factor when choosing a destination, one third does not think about food when booking a trip, and one third doesn’t recommend travel destinations based on their cuisine. 

Finnish delicacies and food travel destinations 
The MATKA fair's tasty travel area presents a variety of Finnish and foreign food. The Culinary Journey through Finland presents the country's best culinary destinations: Anttolanhovi, located on the coast of Lake Saimaa that specializes in local delicacies, restaurant Peak of the Chalet Ruka Peak boutique hotel, the Krapi Hotel's restaurant Krapihovi serving the Finland 100 centenary menu, and Laitalan lomat in North Karelia specializing in reindeer delicacies. Food and Fun showcases an annual food festival held in the city of Turku dedicated to good food from around the world.

Research results
Kantar TNS: Pre-survey of the MATKA Nordic Travel Fair and the holiday travel prognosis, web survey in Gallup Forum executed in 2016. The number of respondents was 1,081 persons.

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