MATKA Nordic Travel Fair 2021

Submitted by KA9021 on 11.06.2021 - 22.09

MATKA Nordic Travel Fair is the largest international travel fair in Northern Europe and one of the largest in Europe and it had been rganized annually in January at the Messukeskus exhibition center in Helsinki, Finland. But this year, due to COVID-19, the fair was held in May in the online format - Matka Workshop Day Digital 2021. The partners of the "Museums in Focus" project - the Museum of Fine Arts of the Republic of Karelia and the Museums of Joensuu - had a number of meetings with potential partners from the tourism sector, got new contacts with leading travel companies working with Chinese tourists in Northern Europe.

The main goal of the event was to demonstrate to the representatives of the tourism sector the services and products for tourists that had been created within the framework of the "Museums in Focus" project since the beginning of 2020: a visual navigation system, customer services, an audio guide, a new section of the permanent exhibition at the Museum of Fine Arts of the Republic of Karelia dedicated to the Karelian-Finnish epic poem "Kalevala".

Tatiana Saltykova, the maneger of the Project (the Museum of Fine Arts of Karelia), had online meetings with representatives of Chinese travel companies from Shanghai, Guangzhou, Beijing, as well as representatives of travel agencies from India, Italy and Finland (Helsinki, Lisalmi, Imatra).

Every such a meeting is an exchange of contacts, a very good promotion for the museum and its possibilities for receiving foreign tourists. It is interesting that along with tourist services and products, companies were interested in the transport accessibility of the region.

Participation in the exhibition became possible thanks to the Karelia cross-border cooperation program and the implementation of the project KA9021 "Museum in Focus: Development of Cultural Services for Chinese Tourists".