Travel Reference
In-Depth Information
●
global change, notably the expansion of
the EU, can be favourable for Latvia if
opportunities are recognized and taken;
●
the number of inbound tourists in Latvia is
gradually increasing;
●
tourism infrastructure is improving, as tour-
ism is now recognized as one of the priority
branches of the national economy;
●
the number of direct flights to R
i
ga is inc-
reasing, and an intensification of regional
airport operation in Liep
a
ja, Ventspils and
Daugavpils is planned;
●
budget airlines may not generate the best
markets for a positive image for R
i
ga and
Latvia;
●
both the quantity and occupancy rate of
tourist accommodation are growing;
●
Latvia has a negative balance of tourism
income;
●
the country lacks a comprehensive tourism
marketing strategy, although the financial
provision for marketing activities from the
state budget has been increased;
●
Latvia can promote business tourism pro-
ducts, emphasizing R
i
ga as the Baltic busi-
ness centre;
●
the quality of leisure tourism products -
cultural, curative and natural - is high.
After 1991, tourism development in Latvia
was greatly influenced by necessary changes in
national economic planning. The influences on
tourism change since EU accession in May 2004
include the following:
in each. Within Latvia, many foreign trav-
ellers only see R
i
ga, and at best cross the
rest of the country in transit. This suggests
the
need
for
greater
collaboration and
rationalization of
products
between
the
three neighbours;
the reduction of VAT from 9% to 5% for
tourism
●
accommodation enterprises
has
improved
the
sector's
competitiveness
within the EU;
budget airlines flying into R
i
ga have
increased the flow of foreign tourists and
accommodation occupancy rates;
●
visa requirements have been abolished for
a number of countries since 1991;
●
Latvia is becoming an important destina-
tion for higher education mobility, both for
networks within the EU and as an attractive
environment for non-EU neighbours. This,
in its turn, can promote the development of
business and conference tourism.
●
Future Activities and Proposals
It is clear that a number of measures are neces-
sary to take better advantage of Latvia's tourism
opportunities. First, cooperation among the
Baltic and Nordic countries must be developed,
creating complementary tourism product and
promotion opportunities. Latvia should coope-
rate in Asian markets with the Nordic countries,
in the North American market with Poland,
and in Western and Southern European
markets with Lithuania and Estonia. Further,
there should be a strengthening of collaboration
between the three Baltic States through the
Baltic Cabinet of Ministers Tourism Committee.
At a different level, emphasis should be placed
upon the development of cooperation among
EU tourism enterprises, local municipality and
NGO sectors, in pursuit of European Commis-
sion initiatives.
Second, tourism marketing research is
needed in order to identify priority goals and
markets for each available product. This needs
to be undertaken in tandem with tourism pro-
duct development in the country's different
regions, helping to promote the development of
micro- and small enterprises. This needs to be
allied to an emphasis on quality of the tourism
product, with trained and qualified employees,
a new demand for R
i
ga as a destination,
especially from the EU15 countries;
●
the experience of having a European
Union external border - this has a dual
impact of acting as a sightseeing attraction
but
●
also
constraining
movement
and
socio-economic development;
significant tourism markets - Russia (Saint
Petersburg, Moscow, Pskov) and Belarus
(Minsk) - are located beyond EU external
borders, and to optimize their potential better
cooperation in border-crossing formalities
is desirable. This would also help to pro-
mote the development of Jurmala as a
resort and the country's border regions;
●
the three Baltic states are often perceived
together and visits may encompass all
three, thereby shortening the length of stay
●
