The China National Tourist Office London announced on the 16th that the 2025 Matka Travel Fair (MATKA2025) had opened at the Helsinki Exhibition & Convention Centre. The four-day event has attracted over 800 exhibitors, marking the debut of the “Nihao! China” national tourism image at the fair.
To further promote the “Nihao! China” international tourism brand, China National Tourist Office London set up a uniquely Chinese-themed exhibition area. Through media breakfast session and a specially organized “Nihao! China” winter inbound tourism promotion event, staff introduced global travel operators and Nordic visitors to China’s inbound tourism facilitation policies and winter travel routes. This initiative aims to boost the international visibility and influence of China’s winter tourism products. Exhibitors expressed high praise for China’s relaxed transit visa policies. They said they would seize these favorable conditions to soon visit China to admire its beautiful landscapes and experience its captivating Eastern culture.
At the event, representative from the China National Tourist Office London highlighted China’s strong commitment to the high-quality development of its tourism industry. In recent years, China has continuously optimized visa and customs clearance policies, resumed and increased international flights, enhanced inbound tourism services, improved tax refund services for departing tourists, and implemented visa-free policies for citizens of certain countries. These measures have significantly improved the convenience and experience for international tourists visiting China, resulting in a steady rise in inbound traveler numbers. Statistics show that during the 2025 Spring Festival, the number of foreign tourist bookings to China increased by 203% compared to the same period in 2024.
Around 100 representatives from Nordic government tourism authorities and the tourism industry, including Ms. Kristiina Hietasaari, Senior Director of Visit Finland, and Ms. Anna Molander-Bry, a representative of the MATKA fair, attended the promotional event at the China exhibition area.
Finnish travel agent Mr. Thomas, who attended the China International Travel Mart in Shanghai and a familiarization tour in Chongqing last year, shared his positive impressions of China’s rich tourism resources and advanced facilities during the event. Travel social media influencer Ms. Helmia Ja Ketjuja expressed her eagerness to visit China soon and to share her travel experiences with more European tourists.
