Goal Events CEO: Latvia – a Gem Well Suited to Modern MICE Trends
Latvia is emerging as a dynamic and innovative destination for MICE clients – a place where the industry is developing rapidly and adapting to high international standards, offering high-quality and competitive services. To illustrate why global companies are increasingly choosing Latvia for their business events, Silvija Freimane, CEO of Goal Events, shares her insights.
The story of Goal Events vividly reflects both the audacity and professionalism of Latvia’s creative industries, as well as the advantages and future potential of the MICE sector. Although Latvia is not yet fully recognised internationally within the global MICE market, with a clear vision, sustained effort, and coordinated collaboration between the private sector and public administration, it has the potential to become a highly attractive destination – one where events surprise, inspire, and leave a lasting impression.
International Cooperation
Goal Events is one of the leading MICE event management agencies in the Baltics. Freimane is proud that the company’s commitment to a personalised approach, creativity, and precision has earned it a strong reputation in the industry. By delivering truly unique and individually tailored events, Goal Events has secured a prominent position in the regional and international market.
“In recent years, we have collaborated with a wide range of international clients across Europe. Among them are companies such as Google, BMW, Bayer, Toshiba, and Coca-Cola, as well as corporate groups from the United Kingdom, Belgium, Germany, the Nordic countries, France, Switzerland, and the Netherlands,” she says.
Since the company’s founding over 15 years ago, Goal Events has delivered numerous motivational programmes, conferences, product launches, and bespoke thematic events for global brands seeking an original and high-quality MICE experience in Northern Europe.
Freimane emphasises that the company’s greatest recent successes are linked to the delivery of fully customised, thematic experiences in Riga and Tallinn. These events seamlessly combine local culture, sustainability, and innovative interactive activities. International partners consistently praise the company’s creativity, professionalism, and ability to deliver seamless, flawlessly executed experiences.
The Role of Creativity
According to Freimane, creativity is at the core of Goal Events’ philosophy and is the key factor that enables the company to deliver events with added value:
“We never stop at traditional formats. Each project is an opportunity to create something new and surprising, while authentically reflecting the client’s brand.”
Creativity is embedded at every stage of the process – from concept development to scenography, dramaturgy, and interactive solutions that engage participants and create an emotional connection to the event narrative. The company continually develops new thematic concepts and currently offers more than 11 unique themes, all of which are regularly refined and adapted to clients’ visions.
Personalisation plays an equally important role. Each experience is crafted as a distinct story aligned with the client’s brand identity and communication objectives. Goal Events also integrates playful and innovative elements, including virtual reality (VR) and augmented reality (AR) solutions, story-driven activities, themed games, and unconventional venues. These elements help differentiate events from traditional corporate formats.
It is this ability to combine creativity with meticulous execution that allows Goal Events to stand out in the international MICE market. Clients highly value the company’s expertise in creating immersive experiences that transform each event into a memorable brand ambassador.
Innovation and Technology
At Goal Events, innovation is not merely a tool but a mindset that permeates both conceptual development and practical execution. Freimane notes that the modern MICE landscape requires solutions that simultaneously captivate participants, enhance engagement, and reduce the environmental footprint of events. As a result, the company consistently adopts technologies that make events dynamic, contemporary, and sustainable.
Digital event platforms, mobile guides, and smart signage are increasingly replacing printed materials, improving information flow and accessibility. Interactive technologies play an expanding role, including virtual and augmented reality modules, digital engagement tools for discussion sessions, and interactive activities that enrich conference content and empower participants to become active contributors to the experience.
Sustainability is also a core pillar of the company’s development strategy. Goal Events is committed to waste reduction through responsible material choices and collaboration with forward-thinking partners, including local producers and sustainable companies such as airBaltic. This approach not only minimises environmental impact but also aligns with the values of international clients.
By combining innovation with aesthetic and functional event design, Goal Events delivers solutions that are technologically advanced, visually refined, and clearly focused on the future.
Latvia’s Advantages as an Event Destination
Latvia, and the Baltic region as a whole, is becoming an increasingly attractive destination for MICE events. Riga International Airport offers excellent accessibility, with direct connections to major European hubs, making travel convenient for international participants.
Latvia’s compact size is another significant advantage. Most venues, hotels, and cultural attractions are located just 15–20 minutes from the airport and often within walking distance of one another, greatly simplifying event logistics and enhancing the overall participant experience.
Freimane notes that clients benefit from high-quality services at more competitive prices than in many Western European destinations. Latvia also offers a modern, safe environment enriched by a vibrant cultural scene, striking architecture, and outstanding gastronomy, all of which contribute to a memorable event experience.
The wide and diverse range of venues – from the Riga Circus and Hanzas Perons to the Central Market pavilions, natural settings, creative studios, and modern conference centres – allows events to be tailored to a variety of needs, creating distinctive and versatile experiences.
Teamwork and Local Collaboration
Freimane emphasises that Goal Events’ success is closely linked to long-term partnerships with local stakeholders, including hotels, caterers, artists, creative studios, transport providers, and cultural institutions.
“It is this close local cooperation that enables us to create events that are not only professionally executed but also authentic and emotionally engaging,” she explains.
Strong ties with Latvia’s creative industries allow the company to develop thematic and multifaceted content tailored to diverse audiences. Working with trusted local suppliers ensures that each project is delivered with precision, care, and a consistently high professional standard. This synergy between local entrepreneurs and the Goal Events team is a key differentiator, offering clients a comprehensive, sophisticated, and reliable event experience.
Looking Ahead
Freimane is confident that Latvia’s MICE industry will continue to grow in competitiveness and international appeal in the coming years. This development will be driven by several key factors. Ongoing improvements in air connectivity and transport infrastructure will further enhance accessibility and convenience. At the same time, rising demand for sustainable and responsible events will create opportunities to showcase the strengths of Latvia and the wider Baltic region.
The continued integration of technology – including hybrid formats, AI-powered engagement tools, and immersive digital experiences – will also play a crucial role in maintaining a forward-looking and competitive offering.
In conclusion, Freimane observes: “The growing interest in lesser-known destinations positions Latvia as a true gem, perfectly aligned with today’s MICE trends. We believe Latvia is well on its way to strengthening its reputation as one of the most dynamic and creative MICE destinations in Northern Europe.”
