15.1.2026 | Estonia

Estonia’s at the Travel Fair

Text and photos Timo Raussi

At the Helsinki Expo and Convention Centre, travel both near and far is on the agenda for the rest of the week thanks to the Matka 2026 event. Thursday is reserved for meetings between industry professionals such as tour operators and destination-based service providers, but we already got a chance to soak up the atmosphere at the Estonian stands and at Visit Estonia’s press event.

In our Facebook poll, our readers expressed strong interest in Saaremaa and Pärnu. Finnair will start flights from Helsinki to Kuressaare in June. At the fair, we also heard news that the travel agency IMT, along with Tallink, is organising a two-night Opera Cruise from 21–23 July. The cruise will bypass Tallinn, sailing directly from Helsinki to Saaremaa’s deep harbour, and on to a special performance of “La Traviata” during Saaremaa Opera Days.

Pärnu’s tourism representatives have put together three themed routes in and around the city for those looking for new holiday ideas beyond the familiar beach area, good restaurants, spas, and playgrounds. The routes, presented on a map with tips and descriptions, include a nature, rural life, and cider tour in Soomaa; an exploration of lesser-known beaches and attractions located further from the city centre; and a city walk following the elephant statues that are known as Pärnu’s unofficial symbol.

The Baltic Guide’s very own editor-in-chief Susanna Poikela.

A new addition to Eastern Estonia this summer is the nature spa hotel Kurro, which will open in August on the northern shore of Lake Peipus, near Alutaguse National Park. In Rakvere, a charming town in Lääne-Viru County, the Ukuaru Concert Hall honouring the work of composer Arvo Pärt will open to the public in just a few weeks. And those interested in handicrafts will be pleased to hear that the Haapsalu Lace Centre, which promotes delicate lace shawls and other crafts, will expand both its premises and activities over the course of the summer.

From the perspective of travel trends, an interesting insight was confirmed by tourism research expert Piret Kallas from Visit Estonia. Last year, overnight stays by Finnish visitors in Estonian accommodation establishments such as hotels, guesthouses, and tourism farms were down, even though passenger numbers at the Port of Tallinn showed growth. The difference is explained by Finns increasingly staying in small apartments rented via Airbnb and booking platforms. Their popularity in Estonia grew by 12%,, and in Tallinn by as much as 21% compared to 2024. The number of commercially operated and marketed short-term rental apartment buildings in Estonia’s key cities has increased explosively over the past few years.

The public days of the Matka 2026 event are 16–18 January. Information on the Estonian exhibition stands and the schedules for the stage programme can be found here.