LIAA Expands Promotion of Latvian Regional Tourism, with Focus on Latgale

In response to the situation in the tourism sector, LIAA has expanded activities to promote Latvia's regions. Special attention is paid to strengthening tourism demand in Latgale, while increasing the visibility of regions in Lithuania and Estonia.

According to LIAA Director Ieva Jāgere, tourism is one of Latvia's export industries, so the agency regularly analyzes data and adjusts activities promptly. This year, communication for promoting Latvian regions has been significantly expanded, with a particular focus on Latgale. Some international activities originally planned for autumn have been moved to summer. In parallel, preparations for the next tourism season are underway, including international campaigns, professional events, and visits by tour operators.

Activities include increasing radio advertising frequency and expanding the range of radio stations in Lithuania and Estonia, additional digital communication campaigns, outdoor advertising near the border, and collaboration with content creators from all three Baltic states. In Latvia, communication takes place in national and regional media, digital channels, and social networks, as well as through outdoor advertising in all regions.

Internationally, the campaign “Unboxing Latvia” is running in priority markets – the United Kingdom, Germany, and Finland – highlighting Latvia's nature, culture, gastronomy, and active recreation opportunities.

One of the most successful examples is the Home Cafés Days, whose communication campaign this year is about three times larger than last year. The initiative, implemented by LIAA in cooperation with the Latvian Rural Tourism Association “Lauku ceļotājs” and regional partners, takes place in 40 destinations across Latvia this year. Over five years, visitor numbers have more than doubled – from over 40,000 in 2021 to 81,134 in 2025. Last year, 584 home cafés participated. The event not only promotes gastronomy but also encourages visits to accommodation, cultural and natural sites, benefiting the local economy.

Jeļena Kijaško, Chairwoman of the Latgale Tourism Association, emphasizes the importance of timely action and coordinated cooperation between state institutions, municipalities, and businesses. She positively assesses LIAA's dialogue with the industry and its prompt adjustments.

According to the Central Statistical Bureau, the number of foreign tourists in Latvia decreased by 5.2% in the first five months of this year, while domestic tourism grew by 2.19%, partially compensating for the decline. Lithuanian tourists remain the most economically significant foreign market – in 2024, they spent more than 207 million euros in Latvia.

LIAA will continue monitoring the situation and adjust activities as needed. Plans for the next season are already underway – in autumn and winter, Latvia's tourism offer will be presented at international exhibitions such as ITB Berlin 2027, FITUR 2027, and Matka 2027, and familiarization visits for foreign tourism professionals and media will be organized from Poland, Germany, Scandinavia, Japan, Lithuania, Estonia, and the Czech Republic. These activities will also include the tourism offer of Latgale.