This summer, the Investment and Development Agency of Latvia (LIAA) has significantly expanded its efforts to stimulate tourism demand across Latvia’s regions. Particular attention is being given to strengthening tourism in Latgale, while broadening promotional activities in Latvia, Lithuania, and Estonia and bringing forward part of the international tourism communication campaign from autumn to the summer season.
“Tourism is one of Latvia’s export industries, which is why we continuously analyse market data, maintain close dialogue with the sector, and adapt our activities whenever necessary. This summer we have significantly expanded promotional activities for Latvia’s regions, with a special focus on Latgale, while moving part of our international tourism communication campaign from autumn to the summer season. At the same time, we are already preparing for next year’s tourism season through international marketing campaigns, trade events, tour operator visits, and media familiarisation trips. Our goal is not only to attract more international visitors but also to encourage them to explore Latvia’s regions and stay longer,” said Ieva Jāgere, Director of LIAA.
Expanded Campaigns in Latvia and Neighbouring Countries
LIAA has already launched a range of additional initiatives to increase tourism demand for Latvia’s regions.
Within Latvia, this year’s Home Café Days communication campaign is approximately three times larger than in 2025. The initiative is organised by LIAA in cooperation with the Latvian Country Tourism Association Lauku Ceļotājs and regional partners.
Promotion of Latvia’s regions has also been significantly expanded in Lithuania and Estonia through:
- increased radio advertising frequency and a broader selection of radio stations;
- substantially expanded digital marketing across online platforms and social media;
- additional outdoor advertising in border regions of Lithuania and Estonia;
- cooperation with content creators from Latvia, Lithuania, and Estonia.
In addition, part of the international tourism campaign originally scheduled for autumn has been brought forward to the summer season. LIAA is currently running the “Unboxing Latvia” international campaign in the United Kingdom, Germany, and Finland, highlighting Latvia’s diverse tourism offering, including nature, culture, gastronomy, and outdoor recreation.
The additional activities cover Latvia, Lithuania, and Estonia, using radio, digital media, social networks, streaming platforms, outdoor advertising, and influencer partnerships. The objective is to reach potential travellers in markets where one-day and weekend trips to Latvia’s regions can be stimulated most quickly.
In Latvia, communication activities are taking place across national and regional media, digital platforms, and social media, while outdoor advertising has been deployed throughout all regions of the country.
In Lithuania, Latvia’s regional tourism offer is promoted through radio, digital media, streaming platforms, and outdoor advertising across the Aukštaitija region, including Biržai, Pasvalys, Panevėžys, Rokiškis, Utena, and Anykščiai, targeting travellers who most frequently choose day trips and weekend visits to Latvia.
In Estonia, the campaign is running via radio, digital channels, streaming platforms, and outdoor advertising throughout South Estonia, including Tartu, Viljandi, Valga, Võru, and Põlva, with particular attention given to areas closest to the Latvian border.
This geographical focus has been deliberately selected to concentrate resources on neighbouring markets and those regions where increased tourist flows can be achieved most rapidly.
“Timely action, close dialogue, and coordinated cooperation between national institutions, municipalities, and businesses are particularly important at the moment. We highly appreciate that LIAA maintains regular dialogue with the tourism sector, continuously analyses the situation, and adapts its marketing activities accordingly, including strengthening the visibility of Latvia’s regions—especially Latgale—in neighbouring foreign markets and within Latvia itself. We are confident that coordinated efforts will attract more travellers while strengthening the competitiveness of both Latgale and Latvia as a tourism destination,” said Jeļena Kijaško, Chair of the Board of the Latgale Tourism Association.
Lithuania and Estonia: Markets Offering the Fastest Results
Lithuania and Estonia remain Latvia’s priority neighbouring tourism markets. Residents of both countries frequently choose spontaneous one-day or weekend trips by private car, making them the fastest-growing international source markets for Latvia’s regional tourism.
Lithuanian visitors represent Latvia’s most valuable international tourism market, spending more than €207 million in Latvia during 2025.
According to Latvia’s Central Statistical Bureau, the first five months of this year saw a 5.2% decline in international tourist arrivals, partly offset by 2.19% growth in domestic tourism.
Successful Tourism Requires More Than Marketing
As competition between destinations intensifies, communication alone is no longer sufficient. The quality and diversity of the tourism product itself have become equally important.
Travellers increasingly seek destinations that combine multiple experiences, including local gastronomy, culture, nature, outdoor activities, and authentic encounters with local producers and entrepreneurs. For this reason, LIAA is placing greater emphasis in its international communication on the authentic experiences and diverse travel opportunities offered by Latvia’s regions.
Home Café Days Continue to Strengthen Regional Tourism
One of the strongest examples of successful regional tourism development is Home Café Days, organised by LIAA together with Lauku Ceļotājs and regional partners.
This year the initiative takes place across 40 destinations throughout Latvia. During the past five years, visitor numbers have more than doubled—from over 40,000 visitors in 2021 to 81,134 visitors in 2025. Last year, 584 home cafés participated, with further growth expected this year. Early results from the current season already indicate continued strong public interest in regional tourism.
Home Café Days are much more than a culinary event. They encourage visitors to travel throughout Latvia’s regions, stay overnight, visit cultural and natural attractions, discover local producers, and use services provided by regional businesses, generating economic benefits across entire destinations.
Preparing for the Next Tourism Season
LIAA is responsible for promoting Latvia internationally as a tourism destination and stimulating tourism demand. The agency will continue to monitor developments within the tourism sector, maintain close cooperation with regional tourism organisations, industry associations, and other partners, and adjust communication activities whenever necessary to maximise the competitiveness of Latvia’s regions.
Alongside consumer marketing campaigns, LIAA is already preparing professional marketing activities for the next tourism season. During autumn and winter, Latvia’s tourism offer will be presented at leading international trade fairs, business events, and tourism marketplaces, including ITB Berlin 2027, FITUR 2027, Matka 2027, ANTOR, and other industry events.
LIAA will also organise familiarisation visits for foreign tour operators, travel agents, and international media from Poland, Germany, the Nordic countries, Japan, Lithuania, Estonia, and the Czech Republic. These visits, together with international media publications, will include tourism experiences in Latgale, showcasing the region’s safety, infrastructure, and quality of services while strengthening Latvia’s reputation as a safe, diverse, and attractive destination for future tourism seasons.
