This year, Latvia has been nominated for two prestigious international tourism awards in two of its priority inbound tourism markets – the United Kingdom and Finland. Latvia has been shortlisted for the Wanderlust Reader Travel Awards 2026 and is a finalist in the category “The Most Desirable Country in Europe.” At the same time, Latvia has also been nominated for the Finnish Travel Gala in the category “International Travel Destination of the Year.”
These nominations represent independent international recognition of Latvia’s tourism offering and demonstrate that the country has gained visibility in two of its strategically important inbound tourism markets. The United Kingdom and Finland are among the priority markets where the Investment and Development Agency of Latvia (LIAA), together with industry partners, is actively promoting Latvia as a travel destination.
LIAA Director Ieva Jāgere commented: “The attention of international travellers and tourism professionals cannot be earned overnight – it is the result of consistent, long-term work carried out together with the tourism industry in Latvia’s priority foreign markets. Nominations such as these help Latvia become more visible, strengthen our reputation as a travel destination, and provide an additional boost for Latvia’s tourism sector.”
International tourism awards play an important role in increasing destination awareness among international audiences who are actively searching for ideas for their next holiday. Recognition through such awards complements Latvia’s international tourism marketing activities, helps reach potential visitors, and strengthens the country’s competitive position in attracting foreign travellers.
Ēriks Lingebērziņš, Chairman of the Board of the Association of Latvian Travel Agents and Operators (ALTA) and Dean of the Faculty of International Tourism at Turība University, said: “Latvia’s nomination for two international tourism awards in the United Kingdom and Finland demonstrates that targeted, long-term efforts in foreign markets deliver tangible results. Recognition of this kind is built through consistent cooperation with media, tour operators, and industry partners, by organising media visits, familiarisation trips, and participating in international tourism exhibitions. Such publicity helps strengthen Latvia’s international profile and also encourages tourism companies that have not yet included Latvia in their travel programmes to take a closer look at our destination.”
Recognition in the United Kingdom
The international travel media outlet Wanderlust has shortlisted Latvia for the Reader Travel Awards 2026 in the category “The Most Desirable Country in Europe.”
The Reader Travel Awards are among the United Kingdom’s largest travel awards, with winners determined by public vote. The awards are organised by Wanderlust, one of the UK’s leading independent travel media brands, which has been inspiring people to travel and explore the world for more than 30 years. The magazine has an audited circulation of more than 320,000 copies, over 400,000 email newsletter subscribers, and more than 200,000 travellers participate in the annual voting.
Recognition in Finland
Latvia has also been nominated for the Finnish Travel Gala in the category “International Travel Destination of the Year.”
Since 2017, the Finnish Travel Gala has recognised outstanding tourism businesses, destinations, and cooperation partners for their achievements in tourism development and international competitiveness. Organised by Finland’s tourism industry, the event brings together around 440 tourism professionals, international partners, and industry representatives each year.
Finland is one of Latvia’s most important inbound tourism markets, making this nomination a significant endorsement of Latvia’s appeal among Finnish travellers.
The public is invited to support Latvia by voting in the Wanderlust Reader Travel Awards 2026, helping to further raise Latvia’s profile among international travellers.
