Kuldīga Seminar Looks for Ways to Extend the Tourism Season

A seminar for tourism entrepreneurs at the Ausma hotel in Kuldīga, western Latvia, focused on how to attract visitors outside the busy season, when the weather is dark, rainy and muddy. Practical advice was given by industry expert Andris Klepers. The event was organised by the Kurzemes Planning Region (KPR), a regional development body, within the project Light in the Dark, co-financed by the European Union's Interreg Baltic Sea Region Programme 2021–2027.

Tools for businesses

Anna Elizabete Upsava, a KPR representative, presented the project's results and the practical tools available for building an off-season offer: from generating ideas and researching customers to achieving results and promoting them. Klepers led two parts of the seminar, on ways to overcome seasonality and on a digital approach to implementing a strategy.

Seasonality is not only about weather

The expert noted that seasonality is usually linked to climate and the seasons, but people's perceptions and habits also shape it. He cited so-called institutional seasonality: school starts on 1 September, and in people's minds summer is over, even if the weather is still warm and sunny. Marketing communication works similarly: if people are regularly told the season begins in May, many may assume it is not worth travelling in April.

Klepers also analysed attendance data for cultural events. It shows that December is one of the busiest months, while ticket sales in June are weak because in summer people spend more time by the sea and in nature.

More than visitor numbers

The expert said many people expect UNESCO status to become a key to rapid tourism growth, but a title alone is not enough; it has to be put to use. In his view, municipal budgets will not grow significantly, so ways must be found to achieve the same or better results with less money. Destinations are often judged by tourist numbers, yet visitors can leave behind waste and noise, while the local economy gets less money than it should. For that reason, he said, the economic contribution of tourists with spending power should also be considered.