Tourism is one of Latvia’s strategically important economic sectors, significantly contributing to service exports, employment, and regional development. According to the Central Statistical Bureau (CSB), the sector continues stable growth and is on the path to full recovery following the Covid-19 pandemic and the geopolitical shifts caused by the war in Ukraine.
“We are working closely with entrepreneurs to restore and improve all key indicators. Domestic tourism has already exceeded pre-crisis volumes by a wide margin, the number of foreign visitors continues to grow, and their spending in Latvia has reached a historic high. We are confident that this year we will come close to, and next year fully reach, 2019 levels in terms of foreign visitor numbers,” emphasizes Linda Ziediņa-Ērgle, Head of the Tourism Export Services Division at LIAA, adding that the agency remains open to industry proposals to achieve common goals.
Positive trends across multiple indicators
To better compare the current situation with the period before Covid-19 and the war in Ukraine, it is worth looking at data from 2019 and 2024. According to CSB, in 2024 Latvia hosted 2.7 million guests – up 10.9% from 2023 and only about 5% below the record set in 2019. The number of foreign visitors grew by 14.3% year-on-year, reaching 1.6 million. At this growth rate, 2019 levels of foreign tourist flows are expected to be reached as soon as next year. Domestic tourism has already surpassed pre-pandemic levels by 22.7%, demonstrating that local tourism is now performing significantly better than in 2019.
Rising income and profitability in the tourism sector
According to the Bank of Latvia, foreign visitor spending in 2024 reached €1.24 billion, 36.6% more than in 2019 – the highest figure to date. The largest increases were recorded in shopping (+77%), fast food establishments (+57%), and hotels (+24%). Notably, in the first six months of this year alone, foreign visitor spending grew by 19.6%, reaching €628 million.
Shifts in inbound tourism structure
In recent years, the composition of Latvia’s inbound tourism markets has changed. With the onset of the war in Ukraine, Latvia lost around 14% of tourists from Russia and Belarus. In 2024, according to CSB, Lithuania took the lead (460,000 overnight stays, +27% compared to 2019). Estonia and Poland also showed significant growth, while visitor numbers from the United States and Canada increased considerably. Spain emerged as a new market on Latvia’s tourism map.
Regional tourism and local initiatives
A significant contribution to regional tourism development comes from LIAA’s collaboration with “Lauku ceļotājs” on the “Home Café Days” initiative, which this year featured 40 destinations and around 600 cafés. Initial data shows that visitor numbers at home cafés grew by 6–10% this year.
LIAA’s marketing efforts to promote Latvia’s regions include hosting foreign media and content creators, as well as international campaigns in Finland, Sweden, Germany, Norway, and the UK, highlighting Latvia’s nature, culture, and gastronomy.
Future outlook
Major international events are expected to further boost the sector, including the European Basketball Championship, the European Futsal Championship final tournament, and various cultural festivals, which are anticipated to deliver a notable increase in foreign visitor arrivals in the near term.
Additional support for such events is available through LIAA’s programs for large-scale cultural and sports events, which provide up to 30% co-financing for eligible costs, and up to €200,000 for international sports competitions and exhibitions.
About LIAA
The Investment and Development Agency of Latvia (LIAA) promotes the competitiveness of Latvian businesses, export growth, and investment attraction, while also developing the tourism sector and implementing the national image strategy. Acting as a state partner in business development – from idea to international markets – LIAA, with its extensive network of foreign representations and regional business centers across Latvia, helps companies grow and positions Latvia as a safe, innovative, and open country in the global economy.
