INDIVUE – travel & art

*pr-event

A significant new development in cultural tourism has been launched in Finland: the Museomatkat service, designed to make visiting museums effortless – especially for travelers without a car. Launched on April 14, 2026, the platform brings together curated museum experiences, travel arrangements, and immersive content in one place at museomatkat.fi.

This is not just a ticket booking service, but a comprehensive travel product. Through Museomatkat, travelers can book ready-made packages that combine museum destinations, transportation, and often guided experiences into one seamless journey. It lowers the threshold for exploring Finland’s diverse museum offerings – without needing a car.

A New Way to Experience Cultural Travel

At launch, the service includes nearly 70 Museum Card destinations across Finland, with the selection expected to grow rapidly. Museomatkat is built around ease: travelers can focus on the experience itself while all practical arrangements are handled for them.

In the future, the offering will expand internationally. The service will also include special tours led by well-known Finnish cultural figures such as Katja Ståhl and Jorma Uotinen. These themed tours bring new depth and perspective to museum visits.

A Major Improvement for Car-Free Travelers

Museomatkat clearly responds to a real need. Not everyone has access to a car, and combining public transport connections between different destinations can be time-consuming and complicated. Now, museum destinations are accessible through carefully planned travel packages.

The service is particularly well suited for solo travelers – including women – who value a safe, structured, and social way of traveling. Group trips offer the chance to share the experience with others, while still enjoying culture at your own pace.

The Growing Importance of Museum Tourism

Museum tourism is already a significant part of domestic travel in Finland. In 2024, more than 180,000 Museum Card users took day trips or overnight journeys that included visits to museums. The new service is expected to further strengthen this trend.

Museomatkat can also bring tangible benefits at the local level: increased tourism supports regional vitality, services, and cultural offerings. At the same time, smaller museums gain more visibility.

The responsible tour operator behind the service is Elämys Group, the largest private travel organizer in Finland. Its collaboration with the Museum Card adds credibility and provides a ready audience.

Launch in Helsinki and My First Offial Museomatkat Trip

I am personally an active museum visitor, both in Finland and abroad, and I have been buying myself the Museum Card for years, since it gives entrance to a huge amount of museums in Finland. Whenever I travel to a new city, I almost always visit a local art or other museum – it is one of the best ways to understand the destination’s history and culture.

Last week, I had the opportunity to be part of a historic moment: I joined the very first official Museomatkat trip, led by Katja Ståhl. The journey was organized as a group trip by local train from Pasila to Helsinki city center.

Our destination was the Ateneum Art Museum, where an exhibition by Eero Nelimarkka is currently on display. I will write more about the Nelimarkka exhibition in a separate article, but I can already say that the concept works – and even surprised me. A museum trip is a complete cultural experience.

A New Way to Discover Finland

Museomatkat represents a broader shift in travel: experiences, ease, and responsibility are becoming increasingly important. At the same time, it offers a new way to explore Finland – its history, art, and local stories.

For car-free travelers, the service is truly a dream come true. And for museum enthusiasts like myself, it opens up an entirely new way to plan and experience cultural journeys.

Museums aren’t just individual attractions – they can be the very heart of the trip.

Read more about the art museums in Helsinki

And more about travel in Finland