MATKA 2025: Halkidiki Steps Up Efforts to Increase Arrivals from Finland

HTO General Director George Broutzas introducing Halkidiki to MATKA visitors. Photo source: HTO

The Halkidiki Tourism Organization (HTO) is enhancing its efforts to increase the number of Finnish traveler arrivals by participating in the prominent MATKA 2025 tourism exhibition in Helsinki, Finland.

According to data from the Association of Finnish Travel Agents (AFTA), Greece remains a top holiday destination for Finnish travelers, recording a 7.4 percent increase in arrivals in 2024 compared to 2023.

Capitalizing on these positive trends, Halkidiki showcased its unique tourism ecosystem to travelers and tourism professionals, highlighting its exceptional gastronomy, rich cultural heritage, and picturesque landscapes.

Taking place from January 16 to 19, MATKA serves as a key meeting point for travel industry experts from the Finnish market and nearly 70 other countries. This year, the exhibition drew a total of 58,000 visitors and industry professionals, marking an 11 percent increase compared to the previous year.

Halkidiki: A diverse destination

Photo source: HTO

During the event, the organization’s representatives showcased Halkidiki as a diverse tourism destination, emphasizing its alternative offerings such as culinary traditions, archaeological tours, and outdoor activities, beyond the classic “sun and sea” model.

HTO General Director George Broutzas held numerous B2B meetings with travel agents and journalists, aiming to strengthen the organization’s connections and partnerships.

Photo source: HTO

During these discussions, Broutzas highlighted the importance of Ryanair’s direct flight from Helsinki to Thessaloniki, which significantly enhances accessibility to Halkidiki. It was also agreed to organize fam and press trips to provide participants with firsthand experiences of the destination.

As a result of these efforts, TUI NORDIC Finland has announced plans to launch operations in Halkidiki starting in 2026.