The Embassy of Tanzania in Sweden has successfully coordinated the country’s participation in the Matka International Travel Fair, held in Helsinki, Finland, from January 14 to 18, 2026.
The exhibition promoted Tanzania’s diverse tourism attractions alongside the national promotional film, Tanzania: The Royal Tour.
The Matka Fair, one of Europe’s largest travel exhibitions, featured 950 companies from the tourism sector, including airlines, media outlets, and travel advisory services.
On the opening day alone, the event attracted 56,000 participants, including prospective tourists from across the globe.
Tanzanian travel companies, Lifestyle Safaris & Holidays and Lifetime Safaris, joined the exhibition in partnership with the Tanzanian Embassy.
Tanzania’s Ambassador to Sweden, Mobhare Matinyi, who also represents the country in the Nordic, Baltic, and Ukrainian regions, highlighted Tanzania’s international recognition in tourism.
He recalled that Tanzania won the prestigious World Travel Awards in Bahrain on December 6, 2025, marking the third consecutive year of receiving this global honor.
Ambassador Matinyi also highlighted President Dr. Samia Suluhu Hassan’s participation in the 57-minute promotional film Tanzania: The Royal Tour, created with Emmy Award-winning U.S. journalist Peter Greenberg in 2022, which continues to attract international attention.
Addressing the audience, Ambassador Matinyi showcased Tanzania’s natural and cultural treasures, including three of Africa’s Seven Natural Wonders and seven UNESCO World Heritage sites such as Mount Kilimanjaro, the Serengeti’s great wildebeest migration, and the Ngorongoro Crater.
He further highlighted the country’s 22 national parks, the rich cultural heritage of 126 ethnic groups, and historical sites such as the Kondoa Rock Paintings, Zanzibar’s Stone Town, and the historic towns of Bagamoyo and Kilwa.
During the fair, Ambassador Matinyi held discussions with key stakeholders, including Ms. Karin Gert Nielsen, CEO of Atlantic Link, and Mr. Johnny Frandsen from the Danish Travel Show; Mr. Peter Hallgren, manager of Sweden’s Flygresor; and representatives from Finland, including GapEdu CEO Jyrki Nilson, Amanihoiva Limited CEO Juha Valtanen, and Inkeri Vainik from Matka Travel Fair.
The talks focused on boosting collaboration to further promote Tanzania as a top tourism destination across Europe.
Through this participation, Tanzania continues to strengthen its international tourism profile, attracting more visitors to its iconic landscapes, wildlife, and rich cultural heritage.