The 2026 Helsinki International Horse Show was a success that further strengthened its position as one of Finland’s most significant sporting events. The 40-year-old event received exceptionally high ratings from the Fédération Équestre Internationale (FEI), riders and spectators alike. The FEI gave the Horse Show an impressive overall rating of nine.
“The first event at Messukeskus ran smoothly from start to finish without any major issues. Severe frost and equine herpesvirus required additional measures in the final stretch of preparations, but we managed them well. A big thank you to our entire veterinary team and to all the volunteers who helped make the event a success,” says CEO Valtteri Gundersby.
The event succeeded in growing its popularity and attracting new audiences while also deepening visitor engagement. Both spectators and riders appreciated the improvements brought by the new Messukeskus venue, including strong sporting facilities with two competition arenas and warm ups, more space and comfort, and easier accessibility.
International show jumping (82%) and the Horse Expo (44%) were considered the most attractive parts of the event by spectators. On average, respondents to Sponsor Insight’s visitor survey (N=1,547) spent nearly 14 hours at the Horse Show. The four-day event attracted almost 54,000 visitors.
Almost a perfect ten
The FEI awarded the Helsinki FEI Jumping World Cup qualifier a full ten for competition operations, veterinary services, marketing, media visibility, emergency preparedness and cooperation with the authorities. Near-perfect scores were given for the jumping courses and fences (9.8) and sporting presentation (9.9).
A significant prize fund of EUR 477,000 was distributed at the event, of which EUR 250,000 was allocated to the World Cup class. The Longines FEI Jumping World Cup™ qualifier was the undisputed highlight of Sunday, and as many as five top riders secured their place in the Longines FEI Jumping World Cup Final 2026 in Texas in Helsinki, now the last qualifier of the Western European League season.
Visitors satisfied with ticket pricing
The ticket reform was well received. As many as 71 per cent considered the price of the new Expo Ticket affordable or appropriate. Traditional show session tickets accounted for more than half of all ticket sales, and as many as 60 per cent felt ticket prices were appropriate. The VIP facilities aimed at corporate customers and dedicated enthusiasts sold out. The VIP area will therefore be expanded and further developed for next year.
The Horse Expo, which expanded to nearly triple its previous size, offered 40 hours of sales time, proved highly valued among visitors, and also brought a new customer base to the event. New elements such as the programme stage, hobby horse arena and pony rides extended the time visitors spent in the exhibition area.
The Net Promoter Score (NPS) rose to 75 in the survey, reflecting strong satisfaction and showing that the event also attracted new audiences. First-time visitors accounted for 20 per cent of attendees. Audience satisfaction has traditionally been high (over 95%), but the rise in NPS also indicates strong engagement and the event’s significance to visitors.
There is still room for improvement
Feedback also highlighted areas for development, such as bringing back more of the traditional “show spirit”, better coordinating the programs across the two competition arenas and the programme stage, and creating more opportunities for visitors to get closer to the horses. Overall, the renewed event demonstrated an even stronger ability to combine top sport, experiences and commercial appeal into a major international equestrian event.
“We have already started planning further improvements so that the areas highlighted in feedback can be developed. In addition, new experiential elements will be introduced at the next event.”
The next Helsinki Horse Show will take place at Messukeskus on 4–7 March 2027. Ticket sales begins 18th August 2026.
