The Investment and Development Agency of Latvia (LIAA) held a regular meeting with representatives of Latvia’s tourism industry to assess the current state of the sector, review ongoing and planned initiatives aimed at attracting international visitors, analyse the latest data from the Central Statistical Bureau (CSB), and agree on further steps to enhance Latvia’s competitiveness as a tourism destination.
The meeting was attended by Jānis Jenzis, President of the Latvian Restaurant Association; Jānis Priede, Board Member of the Latvian Hotel and Restaurant Association; Fredis Bikovs, Director of the Riga Investment and Tourism Agency; Ēriks Lingebērziņš, Chairman of the Latvian Association of Travel Agents and Operators; Asnāte Ziemele, Chairwoman of the Latvian Rural Tourism Association Lauku Ceļotājs; and Eva Altenburga, Deputy Director of the Riga Investment and Tourism Agency and Head of its Tourism Department.
CSB Data Show Both Challenges and Positive Trends
According to the CSB, the number of guests accommodated in Latvian tourist accommodation establishments during the first five months of 2026 decreased by 2.2% compared with the same period last year. The number of international visitors declined by 5.2%, while domestic tourism continued to grow, with the number of local guests increasing by 2.2% and standing 27.9% above the corresponding period in 2019.
The total number of overnight stays fell by 2.1%. Overnight stays by international visitors declined by 5.9%, whereas overnight stays by domestic travellers increased by 4.2%.
At the same time, spending by international visitors in Latvia rose significantly in May 2026, increasing by €11.3 million (11.3%) compared with April. Latvia also recorded growth in both visitor numbers and average length of stay from several priority markets, including Lithuania, the United Kingdom, Germany and Finland.
Participants noted that Latvia’s tourism industry continues to be affected by several external factors, including air connectivity, intensifying competition across Europe, rising travel costs, economic conditions in key source markets and travellers’ perceptions of security in the region. Travel behaviour is also changing, with lower demand for restaurant dining and significantly higher travel costs across the Baltic States in recent years.
Despite these challenges, industry representatives agreed that the summer season is progressing as expected and that results could surpass last year’s performance. Particular attention was paid to air connectivity. While positive trends were observed in the UK, German and Finnish markets, tourist arrivals from Poland have declined considerably due to changes in flight routes. Nevertheless, Poland remains a strategically important market where continued targeted marketing efforts are considered essential.
Marketing Activities Intensified Ahead of the Summer Season
LIAA informed industry partners that, already in May, it had decided to strengthen its international tourism marketing campaign for the summer season. Since June, promotional efforts have been expanded to highlight Latvia’s regions—particularly Latgale—while communication surrounding the Home Café Days campaign has been increased approximately threefold. Advertising campaigns have also been intensified across the Baltic States and other priority markets, with part of the international communication activities originally planned for autumn brought forward to the summer season.
Preparations for the next tourism season are also underway. LIAA is planning Latvia’s participation in international tourism fairs and trade events, organising visits by foreign journalists, tour operators and content creators, and implementing targeted advertising campaigns in key international markets.
Industry Proposals for Greater Competitiveness
Industry representatives presented several proposals aimed at further strengthening Latvia’s tourism competitiveness.
Particular emphasis was placed on attracting high-quality international business partners and buyers from the MICE (Meetings, Incentives, Conferences and Exhibitions) segment through international networking events. Participants also discussed opportunities for Latvian tourism businesses to organise familiarisation visits for potential clients.
The meeting also explored ways to improve the latvia.travel portal by adding a regularly updated events calendar, making it easier for international visitors to discover upcoming concerts, festivals, cultural events and gastronomic experiences across Latvia.
Industry representatives further encouraged broader international promotion of Latvia’s authentic regional tourism offering, including local gastronomy, home restaurants and traditional rural cuisine. They also recommended placing greater emphasis on marketing Latvia’s winter cultural and entertainment events, particularly in Southern European markets, where outbound travel demand remains strong during the year-end holiday season.
LIAA: Flexible and Data-Driven Marketing Is Essential
“This year’s data confirm that international tourism continues to face challenges. That is why we decided already in spring to strengthen our summer marketing campaign and bring forward part of the international communication activities originally planned for autumn,” said Vita Balode-Andrūsa, Director of LIAA’s Export and Innovation Services Department.
“During today’s meeting, we agreed to jointly evaluate several industry proposals that would enable us to use available resources even more effectively and strengthen Latvia’s competitiveness in international markets. Particular attention will be given to attracting high-quality international partners, increasing the visibility of Latvia’s regions, and providing foreign travellers with more timely information about events taking place across the country. Equally important is our commitment to maintain regular information exchange and continuously assess market developments so that additional measures can be introduced promptly whenever necessary.”
Regular Dialogue with the Industry Will Continue
LIAA and tourism industry organisations agreed to continue meeting on a regular basis to assess developments in international markets, analyse tourism statistics and adjust marketing activities whenever required. They also agreed that LIAA will regularly share the results of its international marketing campaigns, including audience reach and other key performance indicators, ensuring that future decisions remain firmly data-driven.
“I appreciate LIAA’s ability to respond proactively and work together with the industry in addressing the challenges we face,” said Ēriks Lingebērziņš, Chairman of the Latvian Association of Travel Agents and Operators.
“It is important that we have reached a shared understanding of the need to strengthen Latvia’s international tourism marketing efforts. As we review the first-half results, it is clear that we must continue adapting to new challenges. Equally important is the fact that both the industry and LIAA agree on priority international markets and the actions required. Current data indicate that we should make much better use of the potential offered by Southern European markets and coordinate targeted initiatives to attract visitors from these countries.
“I am also pleased that we agreed today to continue developing gastronomic tourism by placing greater emphasis on the authentic culinary traditions of Latvia’s regions, including the hospitality offered by small local producers and family-run businesses. Incoming tour operators remain fully committed to working closely with LIAA to strengthen Latvia’s tourism exports, and we welcome LIAA’s intention to put forward proposals supporting tourism development during preparations for next year’s state budget.”
International Recognition Enhances Latvia’s Visibility
Latvia’s growing international profile has also been reflected in two prestigious tourism award nominations announced this summer.
In the United Kingdom, Latvia has been shortlisted for the Wanderlust Reader Travel Awards 2026 in the category “Most Desirable Destination in Europe.” Meanwhile, in Finland, Latvia has been nominated for the Finnish Travel Gala award in the category “International Destination of the Year.”
These nominations further demonstrate the competitiveness of Latvia’s tourism offering and complement the international marketing activities being carried out by LIAA in cooperation with its industry partners.
