Foreign tourists satisfaction rate with recreation possibilities in Latvia is quite high – on average 4.3 points out of 5. Latvia is estimated better in terms of spending a vacation or holidays, while in order it would also be a place of business tourism, both – the state and services providers have a long way ahead, according to Factum Group research data.
Latvian NPS (Net Promoter Score) rating for holidays or vacations makes up +26 points, formed by 44% of the respondents that would suggest spending holidays in Latvia, 18% that would not suggest it and 38% with a neutral stance. Russian and German tourists evaluate recreation possibilities in Latvia the highest, while Estonians – the lowest. Tourists believe the way Riga mixes historical and modern elements is its advantage, together with nature, sandy beaches and Jurmala.
The fact 65%-71% foreign tourists define themselves as coming after impressions, knowledge and nature affirm the potential of such a tourism image. Similalry, there are also many green and leisure eco-tourists (31%-42%), especially from Germany.
Tourists also approve of tourism objects and sightseeing, exploring traditions, the local cuisine, SPA and accommodation. Shopping, public catering, entertainment, night life and getting to know Latvian lifestyle have gathered less than the average number of points.
Business tourism earns minus 18 points – only 22% would suggest Latvia as a place for business tourism, 48% would not do that, while 38% have a neutral stance. Respondents single out the geographical location of Latvia and its closeness to the Russian market as an advantage, at the same time criticizing the infrastructure quality, lack of road signs, legislation, business environment, corruption and fraud.
Hotels themselves should focus more on providing adequate quality services, seminars and conferences venues, better attitude from the part of the staff and language skills. Greater attention should also be turned to arranging the environment and making tourism information more accessible. Russian tourists are the most positive about this aspect, while German, Estonian and active business tourists express their criticism. Mostly people get information from their friends (47%), Internet engines (41%) and their own experience (38%), followed by tourism guides (25%) and Latvian tourism portal www.latviatourism.lv (18%).
People tend to organize their travels themselves, however Russian tourists make use of tourism agencies most often.
81% of the respondents visited Riga during their trip, 21% – Jūrmala, 8%- 9% – Ventspils, Liepāja or Sigulda, 5% – Valmiera and Cēsis, 4% – Kuldīga – 4%, 3% – Daugavpils, 1% – Jelgava or Rēzekne. Every fourth relaxed at the beach, enjoyed peace and silence, met with Latvian people, got to know Latvian life style or spent time in some entertainment or nigh life activities, around 10% went hiking, explored local traditions, visited SPA or spent time together with children.