Latvia is shifting its tourism strategy to prioritize regional travel, with the Investment and Development Agency of Latvia (LIAA) reallocating international marketing funds from autumn to the summer season. According to LIAA Director Ieva Jāgere, the move aims to encourage visitors to explore Latvian regions and stay longer, focusing specifically on increasing demand in regions like Latgale through enhanced campaigns in Lithuania and Estonia.
Strategic Pivot Toward Regional Tourism
The LIAA is responding to a decline in foreign tourist arrivals during the first five months of the year, as reported by the Central Statistical Bureau. To counter this, the agency has intensified its focus on the Baltic neighbors—Lithuania and Estonia—which serve as primary markets for spontaneous, short-term travel. Lithuanian visitors represent a significant economic force, having spent over 207 million euros in Latvia in 2025.
“Tourism is one of Latvia’s export sectors, so we regularly analyze data and maintain a dialogue with the industry,” Jāgere stated. The agency has expanded its communication activities, including increased radio advertising, digital campaigns, and the deployment of outdoor advertising in border regions like Aukštaitija in Lithuania and South Estonia. These areas were selected because they represent the most immediate source of potential weekend travelers.
Did you know?
The “Mājas kafejnīcu dienas” (Home Café Days) initiative has seen a surge in popularity, with visitor numbers jumping from more than 40 thousand in 2021 to 81 134 in 2025. This program encourages travelers to visit rural regions, stay in local accommodations, and support regional entrepreneurs.
The Role of Authentic Experiences
Marketing alone is insufficient to sustain long-term growth. The LIAA is increasingly emphasizing travel experiences that combine gastronomy, culture, and nature. By highlighting local producers and authentic regional offerings, the agency aims to build a more resilient tourism product that encourages longer stays.
Jeļena Kijaško, board chair of the Latgale Tourism Association, notes that this coordinated effort between state institutions, municipalities, and local businesses is essential for the region’s competitiveness. “We are convinced that joint, purposeful work will help attract more travelers and strengthen the competitiveness of Latgale and all of Latvia,” Kijaško said.
Future-Proofing Latvia’s Tourism Sector
While the current focus is on the summer season, the LIAA is already preparing for the next tourism season. The agency plans to participate in international trade events, including ITB Berlin 2027 and FITUR 2027. These professional engagements will be supplemented by organized familiarization trips for tour operators and media representatives from markets as diverse as Japan, Poland, and Scandinavia.
Pro Tip:
When planning a trip to Latvia’s regions, look for “Mājas kafejnīcu dienas” events. These are not just about food; they provide a gateway to exploring local nature trails, craft workshops, and small-scale accommodation providers.
Frequently Asked Questions
Why is the LIAA moving international marketing campaigns to the summer?
The agency is shifting focus to maximize immediate impact. By moving campaigns from autumn to summer, they aim to capture the travel demand of tourists from Lithuania, Estonia, and other priority markets who prefer short-notice, weekend trips.
Which countries are the current priority for Latvian tourism?
The LIAA is currently focusing on Lithuania and Estonia as primary markets for regional travel, alongside key international markets including the United Kingdom, Germany, and Finland, where the “Unboxing Latvia” campaign is active.
How does the LIAA measure the success of regional tourism campaigns?
The agency tracks data through the Central Statistical Bureau and maintains a continuous dialogue with regional tourism organizations, industry associations, and other partners. They monitor visitor numbers for initiatives like Home Café Days and analyze spending patterns to adjust their marketing strategies.
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