1. Latvian Tourism Policy for Accessible 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. Accessible Tourism

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

19. 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

20. 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 by Ministry of Welfare

21. 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

22. 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

23. Accessible Tourism Map of Latvia (EDEN project, 2013)

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

25. 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:
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@siltinam
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