Exploring beyond Riga: Latvia’s diverse tourism offering at ITB Berlin 2025
ITB Berlin News caught up with Linda Ziediņa-Ērgle, Head of the Tourism Export Services Department at the Investment and Development Agency of Latvia (LIAA), to discuss the destination’s priorities at this year’s show
Latvia is emphasising its diverse offering here at ITB Berlin 2025, showing visitors its capacity to host international business events as well as its gastronomy, nature, cultural, and adventure tourism.
What are some of the highlights visitors to ITB Berlin 2025 can experience from Latvia?
Latvia is showcasing its diverse tourism offering, with a particular emphasis on tailor-made itineraries and the Meetings, Incentives, Conferences, and Exhibitions (MICE) segment. We are proud to be the host country of the Events Club Associations Forum 2025, taking place in Riga from 9 to 11 March, 2025, which highlights Latvia’s capability to organise international business events.
Visitors to our stand can learn more about our culinary, nature, and cultural tourism offerings, as well as our tailored media and professional trips. They can also meet destination and DMC representatives that offer year-round activities throughout Latvia.
In addition, we are emphasising key upcoming events such as EuroBasket 2025, and the School Youth Song and Dance Festival, an extraordinary cultural celebration of Latvia’s traditions.
What tourism segments is Latvia focusing on to encourage tourism throughout the year?
Latvia is dedicated to diversifying tourism beyond traditional city visits by promoting year-round experiences. Some key focus areas include MICE tourism; nature and wellness; cultural tourism; and adventure and sports tourism.
Latvia is gaining recognition as a prime destination for business events thanks to its strategic location, world-class venues, and the international conferences it is hosting. With over 50% of Latvia covered in forests, beaches, and national parks, we offer unique eco-tourism and wellness retreats. Finally, Latvia’s coastline, rivers, and forests provide exciting, adrenaline-filled experiences for adventure-seekers.
“Our key strategic goals include strengthening MICE and business tourism, enhancing sustainable tourism initiatives, focusing on eco-friendly travel, and promoting regional tourism”
How important is air connectivity for encouraging tourism growth to Latvia?
Air connectivity plays a crucial role. Riga International Airport is a major hub in the Baltic region, offering direct flights to over 80 destinations. In 2024, Riga Airport served 7.12 million passengers, representing a 7% increase compared to 2023. airBaltic, the leading airline in the Baltics and one of Europe’s fastest-growing carriers, was the first in Europe to introduce free Starlink internet on its Airbus A220-300 fleet. The company plans to equip its entire fleet with Starlink internet by the end of this year. Through a network of more than 130 routes airBaltic connects the Baltics with over 70 destinations across Europe, the Middle East, North Africa, and the Caucasus. We are also continuously working to expand our flight network. Norwegian will start operating flights from London-Gatwick to Riga this month, offering two to three weekly departures.
What is your vision for tourism in Latvia for the next few years?
Our key strategic goals include strengthening MICE and business tourism, enhancing sustainable tourism initiatives, focusing on eco-friendly travel, and promoting regional tourism – encouraging visitors to explore beyond Riga. Additionally, Liepāja has been designated as the European Capital of Culture for 2027.
A foodie destination
Latvia boasts a rich culinary scene that has been recognised in this year’s Michelin Guide with a second Latvian restaurant receiving a Michelin star. “Food tourism is a big deal for Latvia, and it’s a key part of how we’re growing as a travel destination,” says Ms Ziediņa-Ērgle. “Seeing Latvian restaurants earn Michelin recognition just goes to show how quickly our culinary scene is evolving and making a name for itself on the global stage.”
Deeply rooted in seasonality, sustainability, and local ingredients, Latvia’s culinary landscape offers visitors a unique blend of traditional and modern flavours. “We love food and we prove it by creating exciting dishes. There is nothing boring on our plates,” asserts Ms Ziediņa-Ērgle.
Hall 18 / Stand 105
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