On 30 September 2026, Latvia’s International Image Policy Coordination Council (the Council) held its first meeting since 2020 at the Ministry of Foreign Affairs, chaired by Foreign Minister Baiba Braže. As the Council resumed its work, participants discussed cooperation among institutions to strengthen Latvia’s international visibility and develop its national image, including preparations for Latvia’s Presidency of the Council of the European Union in the second half of 2028. The meeting addressed the Council’s future operating model, the development of Latvia’s national image strategy for 2027–2031, preparations for the EU Council Presidency and related public diplomacy initiatives.
Foreign Minister Baiba Braže stressed that developing Latvia’s national image is a shared responsibility of all state institutions and their partners. A unified and coordinated national image strategy is therefore needed, bringing together the Investment and Development Agency of Latvia (LIAA), relevant state and municipal institutions, the diaspora, non-governmental organisations and businesses. This cooperation should strengthen Latvia’s international visibility, ensure consistent and sustainable messaging internationally, and support the effective use of public resources.
“The national image strategy must incorporate, well in advance, the major events already known to offer opportunities for Latvia’s international visibility and communication. These include Latvia’s Presidency of the Council of the European Union, the Summer Olympic Games in Los Angeles, the XXVIII Nationwide Latvian Song and XVIII Dance Celebration, and other national and international events,” she said. She emphasised that a strategy coordinated in advance and implemented over the long term is essential to building a lasting international image and securing benefits that continue beyond the Presidency.
Jurģis Miezainis, Parliamentary Secretary of the Ministry of Economics, said: “For Latvian businesses, it is important that our country’s reputation helps open doors in export markets and attract investors. We must continue to build our national image on our strengths and the achievements of our companies, ensuring coordinated work among institutions. Latvia’s Presidency of the Council of the European Union will provide an opportunity to showcase our economic potential more widely and establish new partnerships.”
In discussing the Council’s future operating model and responsibilities, participants agreed that it would serve as a platform for political and interinstitutional coordination on issues requiring joint action by several institutions.
LIAA will continue to lead the development of Latvia’s national image within its remit. Institutions represented on the Council will help coordinate Latvia’s international communication and apply shared national image principles in their own work and that of their subordinate institutions.
LIAA Director Ieva Jāgere said at the meeting: “The achievements of Latvian companies, scientists and professionals in other fields form the basis of our international story. LIAA draws on these achievements in its daily work with investors, export partners and tourists. The Council’s work will help align this approach with the activities of other institutions, ensuring that Latvia’s representatives abroad complement one another’s efforts.”
LIAA proposed adding a representative of the Foreign Investors’ Council in Latvia (FICIL) to the Council, allowing discussions to draw more extensively on investors’ experience and perspectives on Latvia’s reputation and competitiveness.
The Council discussed cooperation in preparing for Liepāja’s year as European Capital of Culture in 2027, Latvia’s Presidency of the Council of the European Union in the second half of 2028, the next Song and Dance Celebration, and Latvia’s participation in the Los Angeles Olympic Games.
Edgars Kiukucāns, Director of the Secretariat of Latvia’s Presidency of the Council of the European Union, presented an update on preparations for the Presidency and related public diplomacy initiatives. Participants emphasised the importance of coordinated communication and representation to ensure that these events strengthen Latvia’s international visibility.
During the Presidency in the second half of 2028, Latvia will host approximately 250 events at various levels, including meetings of heads of state and government, ministers and experts, as well as sectoral conferences and seminars. Up to 20,000 representatives from across the European Union are expected to visit Latvia over the six-month period.
Laura Andrejeva, LIAA’s Nation Brand Manager, presented the approach to developing Latvia’s national image. The meeting also discussed the national image strategy for 2027–2031, which will build on previous work while adapting it to changes in the international environment.
Participants agreed that the insights shared during the Council’s discussion would inform the strategy’s development. The Council will be presented with the concept for the new strategy in early 2027 so that it can provide institutional support for its implementation.
Latvia’s International Image Policy Coordination Council is a coordinating body established by the Cabinet of Ministers to ensure cooperation among public administration bodies and other institutions in successfully developing Latvia’s international image. The Council is chaired by the Minister of Foreign Affairs, with the Minister of Economics serving as deputy chair.
Its membership also includes the Minister of Culture, the Minister of Education and Science, representatives of the Chancery of the President and the Prime Minister’s Office, the Director of the Latvian Institute, the Director of the Investment and Development Agency of Latvia, the Director of the Latvian Tourism Development Agency, a board member of the Riga Tourism Development Bureau, the Secretary General of the Latvian Association of Local and Regional Governments, the Director General of the Employers’ Confederation of Latvia, and the Chair of the Board of the Latvian Chamber of Commerce and Industry.
