Latvian Tourism Policy for Accessible Tourism Gatis Silovs, Director of Sectoral Policy Department Ministry of Economics of the Republic of Latvia 07.11.2017.

Tourism in the Latvian Economy

Tourism and Exports Tourism directly contributes 4,1% to Latvia’s total GDP Tourism exports generated EUR 783 million in 2016, representing 6% of total exports and 18% of services export Tourism employment with induced industries of Latvia contributes 9% to total employment, providing 79 thousand jobs in tourism.

Overnight Visitors in Latvian Accommodation Sector, 2005 - 2016 During the period of 2010 – 2016 there has been a significant Increase of number of tourists (+75%) Latvia has one of the most rapid increases in international tourist receipts since 2005 - Europe’s average growth is 2,9% annually, Latvia’s is 4,6%.

Foreign Overnight Visitors in Latvia Latvia accommodated 1,5 mln foreign visitors in 2016, 6.7% increase since 2015. Largest tourism markets for Latvia are Russia (208 800), Germany (187 800), Lithuania (158 800) and Estonia (145 300) together constituting 45% of foreign tourists

Tourism and Expenditure Medium expenditure per day per country (EUR) 90% of tourist expenditure in Latvia constitutes accommodation, dining and shopping Highest spenders are the Scandinavians

Hotel Occupancy Rate 2011-2016 Latvia has a very high seasonality effect Medium occupancy rate is 45% per year

Latvian Tourism Policy

Tourism Governance Tourism Committee of the Ministry of Economics Investment and Development Agency of Latvia Ministry of Economics Advisory Council of the Investment and Development Agency of Latvia Tourism Committee of the National Economy Council *Representatives of regional and professional tourism associations

Latvian Tourism Policy Latvian Tourism Development Guidelines 2014-2020 To ensure sustainable growth of the Latvian tourism sector by increasing the international competitiveness of tourism services in export markets in ways which: Meet the criteria for sustainable tourism product development Increase international tourist arrivals Reduce seasonal imbalance in tourism flows Extend the average length of stay

Latvian Strategic Tourism Sectors MICE health tourism nature tourism cultural tourism and creative industries

Requirements for Tourism Product sustainable innovative solutions export oriented high quality high level of tourist involvement high added value cooperation within competition

The most Competitive Tourism Areas

Latvian Tourism Marketing Strategy

Tourism market: target markets Categories of target markets Priority markets Secondary market Tertiary markets Distant markets Other European countries CIS (Commonwealth Independent States) Competitiors Baltic States as one destination; Cross – border cities: Warsaw, St. Petersburg, Kaliningrad, Helsinki Riga is able to compete successfully with other Central – European cities – Prague, Budapest, Warsaw, Krakow, Gdansk.

Marketing Activities Market analysis, market division into segments Organizing exploratory visits (journalists, tourism operators, travel agents, other specialists) Advertising campaigns, co-operation with the media (+Internet media) Participation in international tourist exhibitions, workshops and seminars Co-operation with partners – (embassies, tourism entrepreneurs, national organizations)

Accessible Tourism

Numbers of Accessible Tourism Suppliers in EU-28 Based on AIS and Pantou Data Sources

Accessible Tourism Demand in EU improved accessibility of buildings, hotels, restaurants, museums, and various accessible services Currently generates a total of EUR 394 billion of GDP within the EU (3% of total EU27 GDP) By 2020 demand would increase almost 44% resulting in a potential rise of 39% in economic contribution

Accessibility in Latvia This applies also to tourism infrastructure (hotels, restaurants, shops, attractions etc) Building law - defines that all public buildings should be accessible - includes accessibility standards. Promote environment accessibility for people with disabilities, thus contributing to their independence and the ability to fully participate in all areas of life. Guidelines on implementation of the United Nations Convention on the Rights of Persons with Disabilities for 2014.-2020 by Ministry of Welfare

Accessible Tourism Development: The Latvian Tourism Guidelines Tourists with special access needs Service quality Adjusting product for Families with small children LIAA research Product accessibility Seniors

EDEN = EU competition for European Destinations of Excellence Best Practice – EDEN EDEN = EU competition for European Destinations of Excellence 2013 – devoted to accessible destinations Various projects developed in Latvia

Accessible Tourism Map of Latvia (EDEN project, 2013)

Liepāja: tactile maps, accessible beaches, tours for people with eye-sight problems, swimming places for people with movement disabilities

Ministry of Economics of the Republic of Latvia Thank You! Ministry of Economics of the Republic of Latvia Address: Brīvības iela 55, Rīga, LV-1519, Latvia Phone: +371 67013100 Fax: +371 67280882 E-mail: pasts@em.gov.lv Home page: www.em.gov.lv Twitter: @EM_gov_lv, @siltinam Youtube: http://www.youtube.com/ekonomikasministrija Facebook: http://www.facebook.com/atbalstsuznemejiem