1. Latvian – Estonian Cooperation in Tourism
Gatis Silovs,
Director of Sectoral Policy Department
Ministry of Economics of the Republic of Latvia

2. Tourism in the Latvian Economy

3. 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.

4. 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 Europe’s average growth is 2,9% annually, Latvia’s is 4,6%.

5. 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 ( ), Germany ( ), Lithuania ( ) and Estonia ( ) together constituting 45% of foreign tourists

6. 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

7. Hotel Occupancy Rate
Latvia has a very high seasonality effect
Medium occupancy rate is 45% per year

8. Latvian Tourism Policy

9. 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

10. Latvian Tourism Policy
Latvian Tourism Development Guidelines 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

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

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

13. The most Competitive Tourism Areas

14. Latvian Tourism Marketing Strategy

15. 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.

16. 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)

17. Tourism in the Baltic States

18. Direct Tourism Contribution to Economics – OECD Countries
*OECD, year

19. European Tourist expenditure per trip (EUR)
*EUROSTAT, 2015

20. European Tourist Expenditure per day (EUR)
*EUROSTAT, 2015

21. European Tourist Lengths of Stay (days)
*EUROSTAT, 2015

22. Income from Foreign Tourists (mln. EUR)

23. Number of Tourists per Country

24. Number of Tourists: Regions vs Capitals

25. Latvian – Estonian Cooperation

26. The Tourism Agreement of the Baltic States
Agreement between the Governments of the Republic of Latvia, the Republic of Estonia and the Republic of Lithuania on Co-operation in the Field of Tourism.
The main goals determined in the Agreement are:
To enable the tourist flows between the Baltic States;
To contribute to the cooperation between the National Tourism administrations and organizations, legal entities and private persons;
To contribute to the development of education and practice in the field of tourism;
To create common marketing activities and publications to promote the Baltic States as a tourism destination.
To ensure the implementation of this Agreement, the Parties established a Joint Tourism Committee consisting of tourism officials from the Baltic States.

27. Cooperation of the Baltic States
Promotion of the Baltic area as a single tourist destination
Development of common tourism products
Improvement of the quality of tourism services
Collection of statistical information
Participation in international tourism organizations

28. Joint marketing for Distant Markets
During the last 5 years the Baltic States cooperate in marketing activities in long-haul markets – USA, China and Japan.
The joint marketing activities may include joint press conferences, workshops and FAM-trips (Baltic Connecting) as well as participation in tourism fairs for long-haul markets.
Results:
Long-haul market growth in the Baltic States
Estonia
Latvia
Lithuania
China
+326%
+563%
+189%
Japan
+216%
+297%
+176%
United States
+115%
+74%
+68%

29. Latvian – Estonian Cooperation
Latvia cooperates with Estonia in all the previously mentioned activities.
Apart from that, the countries cooperate in various cross-border product development projects, Interreg projects etc.
The projects are aimed to:
increase the competitiveness of SMEs
Foster business relationships
Improve export rates and grow tourism markets
The Ministry of Economics supports the cooperation between Latvia’s and Estonia’s SMEs, NGOs and other institutions.

30. 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:
Fax:
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@siltinam
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