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Monday 30.11.2015 | Name days: Andrejs, Andrievs, Andris

Expert: Latvia's current image attracts mature tourists

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Baltic news, News from Latvia, BNN.LV, BNN-NEWS.COM, BNN-NEWS.RULatvia’s current tourism attraction model is more suited to attracting mature tourists, not young people, and if we want to expand our tourism range, we need to think about forming new market offers. This, however, requires a serious market and peoples’ mentality analysis, as the head of Latvia Tours Ieva Keisa told in an interview.

She admits that both the Riga Tourism Development Bureau and the State Tourism Development Agency have begun advertising the country and its capital city in different markets.

“The fact that the country has a special image – Latvia. Best enjoyed slowly – is commendable. It portrays Latvia as an ecologically clean country. This presents one or two reasons to visit it. However, we will need to think about finding a new market in the near future,” – Keisa admits.

She said that there is great potential in Japan, China and Eastern countries in general. It is, however, necessary to find an appropriate approach to present Latvia. “No Japanese person would travel this far just to walk around Riga. This is why we are prepared to develop specialized tours, showing all three Baltic countries and adding either St. Petersbourg or Helsinki to the mix,” – said the expert.

According to her, Latvia is especially attractive to former Soviet republics thanks to its historic link – mainly Jurmala. Mature European tourists, on the other hand, are more attracted by the motto “Latvia. Best enjoyed slowly”.

“I think the efforts of Live Riga to present the city as a culinary capital are welcoming. There are plenty of good restaurants that offer high quality meals. Latvia also regularly holds all kinds of cultural events. It is clear that the number of tourists that come from Europe is limited. Latvia’s current tourism image is more suitable to attract mature tourists, not young ones. If we want to expand our target audience, we need to consider other market areas as well. This, however, requires an in-depth market and mentality analysis,” – Keisa believes.


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