The Investment and Development Agency of Latvia (LIAA) has decided to intensify tourism promotion activities in priority foreign markets, including Lithuania and Estonia. On Wednesday, June 10, in Rēzekne, LIAA informed the management of the Latgale Tourism Association and representatives of the industry about the already implemented and planned tourism marketing activities this year, taking into account the incidents of the past weeks in Latvian airspace and adult caution among travelers.
“At the moment, the most important thing is to act quickly and purposefully. That is why we have reviewed the activity plan and are implementing several tourism promotion campaigns already this summer. Our goal is to maintain Latvia’s competitiveness in international markets, while strengthening the flow of travelers from neighboring countries and supporting Latvia’s regions,” says LIAA director Ieva Jāger.
During the meeting, LIAA informed the Tourism Association of Latgale about the already adopted decisions to activate and strengthen tourism marketing activities in order to promote the flow of travelers in the summer season. LIAA representatives listened to the information gathered by the association about the current situation in the region, got acquainted with the latest data on the operational situation and agreed on future joint action.
“Regular exchange of information and close cooperation between state institutions, municipalities and businessmen are particularly important at the moment. We appreciate LIAA’s readiness to react promptly and look for solutions that help maintain the flow of tourism and business activity in the region,” says Jeļena Kijaško, chairman of the board of the Latgale Tourism Association.
Activated tourism promotion activities
This spring, LIAA has already implemented the international tourism campaign “Unboxing Latvia” (“Discover Latvia”) in Great Britain, Germany and Poland, positioning Latvia as a diverse European destination with a strong offer of culture, nature, gastronomy and active recreation in all regions of Latvia.
To maintain the flow of tourism in the summer season, LIAA has decided to move some of the international tourism marketing activities previously planned for autumn to the summer. In partnership with global travel analytics company Amadeus, a data-driven digital campaign is being implemented in the UK, Germany and Finland, using geolocation and traveler behavior data to reach people who are planning their trips in the moment.
At the same time, LIAA has strengthened communication in Latvia’s closest tourism markets – Lithuania and Estonia, inviting residents of neighboring countries to choose Latvia for weekend trips, short holidays and attending events in the regions.
Additional attention is also being paid this summer of Latgale tourism for promoting the offer. At the beginning of the communication campaign of House Cafe Days, a special emphasis will be placed directly on Latgali, highlighting the region’s gastronomic, cultural and tourism offer.
In Poland, on the other hand, Latvian popularization activities are continued, including by organizing visits of journalists, influencers and content creators to Latvia. Authentic experiences and personal stories are one of the most effective ways to stimulate travelers’ interest in a destination.
The situation affects the entire Latvian tourism industry
During the meeting, it was emphasized that the current situation is not only an issue of Latgale. International travelers often perceive the Baltic States as a single region, therefore the perception of security and geopolitical events affect the tourism industry throughout Latvia.
LIAA relies on the information provided by the responsible security institutions in its operation and communication. Currently, there are no restrictions on tourism activities or travel in Latvia, including the Latgale region. At the same time, the meeting participants agreed that regular data exchange and monitoring of the situation are essential. The parties agreed to continue to monitor booking trends, tourism flows and traveler sentiment in priority markets in order to promptly adjust marketing activities and other industry support measures if necessary.
Despite the challenges, Latvia maintains a strong position in the Baltic tourism market. In Latvia, foreign visitors make up 55% of the total tourist flow, which is the highest indicator in the Baltics. In the first quarter of 2026, 246.6 thousand foreign guests were served in Latvian tourist accommodation, which is more than in Lithuania in the corresponding period. On the other hand, Riga Airport, with more than seven million passengers a year, maintains the position of the largest aviation hub in the Baltics and is the main gate for the flow of foreign visitors to Latvia.
of Latvian tourism the industry is largely based on the attraction of international travelers, therefore strengthening the recognition of Latvia in foreign markets is particularly important. At the same time, Latvia continues to compete for travelers with neighboring countries, actively using the tools of international marketing, digital communication and business tourism.
