At the end of October, the Investment and Development Agency of Latvia (LIAA) participated in a series of tourism workshops in Germany – on October 28 in Berlin and on October 29 in Hamburg. During the events, Latvia was presented as an attractive and diverse travel destination, introducing German tourism professionals to the country’s current offers and cooperation opportunities.
At the end of each event, a prize draw was held featuring gift cards from hotels in Riga and Jūrmala. This initiative demonstrates that Latvia’s accommodation sector is actively interested in cooperation with the German tourism market and is eager to attract more visitors from Germany.
Participation in the workshops has already yielded tangible results – more than 100 new contacts were established, and at least 20 of them show clear potential for cooperation, including plans to take part in a familiarization visit to Latvia.
Germany remains one of Latvia’s most important tourism markets. According to statistical data, a steady increase has been observed since 2021 – in 2024, the number of German tourists visiting Latvia grew by 29%, while the number of overnight stays increased by 23% compared to the previous year.
Key insights from meetings with representatives of the German tourism industry:
- Growing interest in offers for families and small travel groups, as well as in longer stays at destinations.
- Latvia’s recognition in Germany continues to increase thanks to regular marketing activities, workshops, and familiarization trips.
- The idea of combined trips across the Baltic States using rental cars is becoming increasingly popular.
- German tour operators are actively seeking partners in the Baltic States for niche tourism offers — including gastronomy tours, luxury travel, and sustainable travel experiences.
Source: liaa.gov.lv
