Latvian Tourism: A gem waiting to be discovered

Although Latvia, the pearl of the Baltics, draws attention with its historical texture, natural beauty, and rich cultural heritage, it has not yet found the place it deserves on the world tourism stage.

In order to highlight the country's tourism potential, we conducted an exclusive interview with Ludmila Holz, an experienced businesswoman and tourism representative who has been in the hotel industry for many years.

Holz also serves as the sales director and a senior executive for Radisson Blu hotels in Riga. During the meeting, which was supported by the World Turkish Business Council's Latvia Representation and the Latvian-Turkish Businessmen's Association with the aim of bringing together the Turkish business world and Latvian representatives, Holz made significant assessments regarding her country's tourism future. 

LATVIA'S HIDDEN CHARM

According to Holz, Latvia possesses many features to be proud of. "Our country's natural beauties, historical structures, and cultural richness are truly unique. However, unfortunately, we are not well-known enough in the international arena," said Holz, noting that recent crises such as the Covid-19 pandemic and geopolitical developments have prevented Latvia from achieving the expected growth in tourism. 

Ludmila Holz emphasizes that Latvia is a more unique, safe, and clean destination compared to other European countries, noting that these advantages need to be promoted more effectively. Holz highlights, above all, that the country is a unique and reliable destination.

THE PROBLEM OF RECOGNITION AND SOLUTIONS

"People generally do not know Latvia and confuse it with Balkan countries," says Holz, pointing out that this situation indicates the country needs to increase its tourism and cultural promotion efforts.

On the other hand, Holz believes that state and tourism institutions must develop various strategies to strengthen the promotion of Latvia. 

Stating that these goals can be achieved through more active roles by investment and tourism agencies, Ludmila Holz reiterates that the country has significant potential in tourism, but this potential has not yet been sufficiently discovered. 

LATVIAN TOURISM: GLOBAL CRISES AND PROMOTIONAL CHALLENGES

Although the country's capital, Riga, draws attention with its geographical beauty and rich cultural heritage, according to Holz, it has not yet achieved the expected breakthrough in the tourism sector due to global crises and a lack of promotion. 

Touching upon the devastating impact of the Covid-19 pandemic on the tourism sector, Holz recalled that 2019 was a record year for tourism in Latvia and the Baltic countries, stating, "We thought 2020 would be a great year at the beginning, but everything changed with the lockdown decision that came in March. Most of our hotels had to close, and we still haven't reached 2019 figures." She noted that when the recovery process began after the pandemic, geopolitical tensions negatively affected Latvian tourism.

Stating that the direct border with Russia, in particular, creates uncertainty in international business and group bookings, Holz said, "Agencies and large groups are hesitant to make large payments because they do not know what it will be like two, three, or even five months from now." These developments pose a significant obstacle to large-scale tourism movements, even though there is relative activity in individual travel.

Stating that global warming and climate change could also be an opportunity for Latvia, Holz added, "While many parts of Europe are experiencing natural disasters such as extreme heat, floods, and tornadoes, the weather in Latvia is quite mild. We do not have tornadoes or floods. This could help us attract more tourists to our country in the future," she commented.

VISA BARRIERS AND THE NEED FOR PROMOTION

Holz emphasized that strict visa processes for tourists from regions such as Africa, Asia, and the Middle East are limiting tourism potential. "As hotels, we encounter many guests who cancel at the last minute because they cannot obtain a visa. The government needs to be more flexible and supportive in this regard," she said. 

Reiterating that the biggest deficiency in promoting Latvia is a lack of government support, the experienced tourism professional stated, "Tourism is not seen as an income source as important as industry. We are in constant communication with the Ministry of Public Administration, the Ministry of Finance, and the Ministry of Economy, but sufficient budget and political will are not being demonstrated."

She noted that while they are making significant individual efforts to promote the country by inviting international professionals to Latvia and hosting major events, the government needs to be more active in areas such as providing free transportation and accommodation support.

LATVIA'S PROMOTION STRATEGY: SAFETY, COMPACTNESS, AND FLAVORS

Ludmila Holz also answered our questions about what strategy she would follow if she were the Minister of Tourism of Latvia. Emphasizing safety first, Holz said, "Latvia is a country with no security issues that would create question marks in the minds of tourists. Even in our capital, Riga, people can walk around day and night with peace of mind" she said.

Stating that the second important element is Latvia's compact structure, Holz added, "Unlike larger countries, in Latvia, you can explore both natural beauties (such as Jurmala and the Baltic Sea coast), historical structures (such as Art Nouveau and Baroque architecture, and castles), and the city center within three or four days. You even have the opportunity to cross into another country within a few hours."

Expressing that Latvian cuisine should be highlighted, Holz said, "We have adapted quickly to world cuisine in recent times. We are proud of our Michelin-starred restaurants and local products. Our flavors, which focus on eco-cuisine, are truly attractive to foreign visitors"she said. She also added that Latvia is a very practical and attractive destination for corporate organizations and incentive groups.

In an event held in recent months, officials from the Republic of Latvia provided information to Turkish businesspeople and members of the press regarding the country's investment opportunities and various trade statistics. 

Organizations supported by the Republic of Turkey, such as DEIK and World Turkish Business Council - DTİK are also continuing their efforts to strengthen cooperation between Turkey and Latvia.

As emphasized by experienced businesswoman and tourism professional Ludmila Holz, Latvia's striking beauty, safe environment, and compact structure can reach their rightful place in global tourism with the right promotional strategies and government support.