This week in Helsinki, Matka Travel Fair once again reminded me why this event still matters. Not because of spectacle, but because of conversations that are practical, sometimes challenging, and often useful. The week started with the professional days. Those early days are about work in the most concrete sense. Meetings with tour operators, partners, and industry colleagues focused on how Northern Finland is positioned right now, and how we continue to make it relevant in a changing market. Demand patterns, product fit, and realistic expectations were at the centre of those discussions. Promotion is only meaningful if it connects to something that can actually be delivered. From Friday to Sunday, the fair opened to the public. Our stand shifted tone and purpose. This year, Oulu2026 was front and centre. Culture was not an add-on but the story itself. Visitors were curious, engaged, and often pleasantly surprised by how broad the year looks beyond individual events. Ma...