Published on
January 17, 2026
The Costa Blanca Tourist Board is making a strong presence at the prestigious Matka Nordic Travel Fair, held annually in Helsinki, Finland. This year marks the 38th edition of this major event, which is known as the largest travel fair in Northern Europe. Drawing in an impressive audience of around 56,000 visitors, the fair offers a prime opportunity for tourism boards and travel operators to showcase their destinations and products. The Costa Blanca region is leveraging this event to highlight its diverse tourism offerings, particularly in the fields of active tourism, nature tourism, and wellness.
Focus on Active, Nature, and Wellness Tourism
The Costa Blanca Tourist Board is focusing its promotional strategy on catering to the growing demand for active, nature-based, and wellness tourism in Finland. The Finnish market is known for its high interest in sustainable and experiential travel, a trend that has been gaining significant traction in recent years. Visitors to the Costa Blanca stand can discover a range of tailored travel programmes designed for those seeking active holidays, such as cycling tours, hiking adventures, and golf trips. Additionally, wellness-focused experiences, such as spa treatments, wellness retreats, and nature excursions, are also part of the offerings at the fair.
A Response to Changing Travel Preferences
The travel industry has undergone a significant transformation, with travellers increasingly seeking experiences that align with their desire for sustainable and meaningful vacations. The Costa Blanca, known for its rich natural landscapes and abundant opportunities for outdoor activities, fits perfectly with this trend. Finnish travellers, who tend to value sustainability, are showing a growing interest in destinations that promote eco-friendly tourism and offer experiences that are both relaxing and invigorating.
The Costa Blanca, with its diverse offerings, caters to this new mindset by providing activities that encourage visitors to connect with nature, enjoy physical exercise, and prioritize well-being. Cycling, for instance, has become a particularly popular choice for tourists seeking a blend of adventure and fitness. The region boasts an extensive network of cycling routes, making it an ideal destination for cycling enthusiasts. Similarly, golf has seen a surge in interest, with the Costa Blanca’s world-class golf courses drawing visitors from all over Europe.
Sustainable Travel and Tailor-Made Programs
The Costa Blanca’s commitment to sustainability is evident in the way it curates its travel experiences. The region offers tailor-made programmes that focus on sustainability while allowing travellers to immerse themselves in the destination’s natural beauty. With a focus on responsible tourism, the Costa Blanca aims to minimize its environmental footprint while providing enriching experiences for its visitors.
The fair’s participants have the chance to explore not only outdoor activities but also cultural tourism options. While active tourism is a significant draw, urban getaways and beach destinations continue to hold strong appeal. Costa Blanca’s diverse landscape, combining beaches, mountains, and charming towns, ensures that there is something for every traveller. The opportunity to blend nature and culture is a hallmark of the destination, making it a perfect choice for those who want to enjoy both the tranquillity of nature and the vibrancy of local traditions and cuisine.
Costa Blanca’s Strong Market Presence in Finland
The Finnish market holds great significance for Costa Blanca’s tourism strategy due to Finland’s economic stability and its citizens’ high propensity for international travel. Finnish travellers, known for their love of exploring new destinations, are increasingly drawn to regions that offer a mix of outdoor adventure, relaxation, and cultural discovery. Costa Blanca has tailored its offerings to meet these preferences, ensuring that its presence at the Matka Nordic Travel Fair resonates with Finnish tourists seeking to explore southern Spain.
The region’s participation in the fair is bolstered by the close air connectivity between Finland and the Costa Blanca. Alicante-Elche Miguel Hernández Airport, the main gateway to Costa Blanca, offers 201 weekly flights to Helsinki, providing more than 37,800 seats for Finnish travellers. This high-frequency flight service ensures that Finland remains one of the key source markets for Costa Blanca, with tourists frequently opting for direct flights for their visits.
Partnership with Local Tourism Entities
In addition to the Costa Blanca Tourist Board’s representation, the fair sees the participation of several local partners, including the Association of Golf Courses of Costa Blanca and the Valencian Community, the Provincial Association of Hotels (APHA), and representatives from the towns of Calp and Altea. These entities play a vital role in promoting the region’s diverse tourism offerings, from its world-class golf courses to its renowned hotels and resorts.
The fair also provides an opportunity for networking and professional collaboration. Meetings with tour operators, destination presentations, and raffles for free stays in Costa Blanca hotels are among the interactive elements designed to attract potential travellers and partners. By showcasing these varied offerings, the Costa Blanca Tourist Board aims to increase its visibility and appeal to Finnish travellers, positioning the region as an ideal destination for future holidays.
The Future of Tourism in Costa Blanca
Looking ahead, Costa Blanca is expected to continue its rise as a top destination for active, sustainable, and wellness tourism. As Finnish tourists become more discerning in their travel choices, the region’s commitment to providing high-quality, eco-friendly, and culturally immersive experiences will ensure that it remains a top contender in the competitive European tourism market.
Costa Blanca offers a wide range of cycling, golf, wellness, and cultural tourism options, making it an appealing choice for Finnish visitors. Its sustainable tourism initiatives, combined with the ability to provide personalised travel experiences, position the region well to meet the growing demand for responsible and experiential travel. Costa Blanca is adapting to the changing tourism industry by providing visitors with the opportunity to explore one of Spain’s most diverse and picturesque regions in a way that is consistent with their values and interests.
