Providing high-quality services is a priority

ATTA CENTRE is the largest conference and event centre in the Baltics. It offers extensive opportunities for organising events of various formats – exhibitions, conferences, congresses, banquets, as well as cultural and sporting events. This capacity allows us to attract large-scale international events and significantly contributes to the recognition of Riga and Latvia as a competitive destination for large business groups and congresses.

We invite Jevgēnija Puļķe, director of ATTA CENTRE, to the conversation, who has only recently joined the centre’s management team in this position. On a daily basis, she coordinates both the centre’s strategic development tasks and practical quality and service standards.

High standards

Describing the main mission of the centre, the director of ATTA CENTRE emphasises that the most important task is the implementation of a full cycle of events with a unified team having clear responsibilities: “My main vision is to strengthen ATTA CENTRE as a leading conference centre in the Baltics and a competitive player in the Northern European market. The priority is to provide high-quality services, sustainable development, increase international recognition and build long-term cooperation with international clients and partners. It is important to me that each event at ATTA CENTRE strengthens our reputation and is a long-term investment in client relations,” says J. Puļķe.

The importance of the team

The manager emphasises that in the MICE industry, the final result is determined by people – their competence, ability to cooperate, act in a coordinated manner and communicate clearly even under an increased workload. Consequently, investment in team development and a unified work culture is valued as an important instrument of reputation and risk management. The goal is to ensure that accuracy, kindness and responsibility are the daily standard, which gives the client confidence in a safe process. J. Puļķe continues: “The team is our main investment, face and reputation. People come to people – a professional, motivated team and a positive attitude are the main keys to both successful events and a healthy and inspiring work environment. As a manager, it is important for me to invest in people’s development and ensure that colleagues feel valued and involved in both daily processes and strategic decisions.”

Full-spectrum services

J. Puļķe points out that the centre already offers a full set of options – the premises, furniture, technical equipment and catering. ATTA CENTRE has its own kitchen and professional F&B team with a wide and adaptable menu for various formats, as well as off-site catering solutions. The introduction of new services in the near future is not highlighted as a primary goal – the focus is on improving existing solutions and adapting to customer needs, as this creates measurable added value.

Development priorities

Speaking of development priorities, the director outlines two interrelated directions. The first is the quality of services in everyday life – compliance with service standards, process discipline, precise communication and the ability to fulfil what is promised regardless of the complexity of the event. The second direction is the targeted creation of international recognition. J. Puļķe’s ambition is to strengthen ATTA CENTRE’s leadership in the Baltics and at the same time increase its competitiveness in the Northern European market, where reliability, safety and consistent quality are particularly valued, not just an impressive description of the premises.

Adapting to requirements

The manager explains that there is a growing demand for flexible offerings, especially in programme and space planning, as well as solutions that make it easier to manage changes during the event. The director of ATTA CENTRE emphasises readiness for hybrid events and digitalised formats, based on modern and technologically-equipped infrastructure and capabilities that allow for combining in-person and remote audiences. In parallel, a sustainability program is being developed, the practical elements of which include more environmentally-friendly daily practices and an offer to customers that supports responsible resource consumption. From the management’s point of view, sustainability is also a factor in staying competitive, as international clients increasingly demand measurable and documented solutions.

The sustainability direction is particularly emphasised – the organisation of events is increasingly evaluated according to how responsibly resources are used and how the impact on the environment is managed. Therefore the centre develops solutions that reduce paper consumption, promote waste sorting and responsible material circulation, as well as allow customers to choose more suitable formats in terms of energy resources. The educational aspect is also important – clear communication about the impact of choices and practical recommendations for organisers, so that sustainable choices become the norm, not an isolated exception.

The contribution of ATTA CENTRE to the Latvian economy

When asked how the director assesses the contribution of ATTA CENTRE to the Latvian economy, especially in an international context, she emphasises: “Our centre, thanks to its location and capacity, is able to attract large-scale international events with up to 3,500 participants, thus promoting the inflow of foreign investment into Latvia. Such events provide additional income for hotels, restaurants, transport service providers and other sectors, as well as create new jobs. Conference tourism creates a strong effect that extends well beyond the event venue itself. The high quality of services encourages clients to organise repeat events at ATTA CENTRE, strengthening Latvia’s reputation in the international MICE market.”

Participation in professional forums and exhibitions

The director explains that participation in exhibitions and professional forums is very important, because it is there that customers and decision-makers are concentrated – representatives of associations, corporate clients, agencies and professional event organisers. ATTA CENTRE participation in such events is designed as a sales and partnership process, not a formal presence. Clear proposals are prepared, target segments are defined and follow-up communication after meetings is ensured in order to turn contacts into specific requests and, ultimately, events in Latvia. Such events simultaneously help to position not only the centre itself, but also the potential of Latvia as a destination in the MICE market.

A vivid example of attracting international partners and promoting the company is ATTA CENTRE participation in IBTM WORLD 2025, which took place in Barcelona. Participation in IBTM WORLD was not the first experience for ATTA CENTRE in the context of international exhibitions, however, each participation in a forum of this scale is an important step in strengthening international recognition. IBTM WORLD stands out with its highly qualified and focused audience of professionals, which provides special added value. The decision to participate in the Barcelona forum was made with the specific aim of reaching out to potential cooperation partners: “The main consideration was the opportunity to address international MICE industry professionals from Europe and other priority target markets in one place. Participation in the exhibition is closely linked to the strategy of ATTA CENTRE – to position Riga and Latvia as a competitive destination for organising international conferences, exhibitions and corporate events,” said the director.

Advantages that must be used

When assessing competitiveness on the Baltic and Northern European scale, the manager of ATTA CENTRE highlights the combination of high quality and competitive cost levels, as well as Riga’s connectivity with European cities. J. Puļķe adds that for an international client, a clear sense of security is often more important than ambitious promises – the confidence that the process will be controlled and that the team will be able to professionally manage risks. Both technical support and the human factor are important here, because in the event industry, it is the reaction in unexpected moments that best demonstrates the professionalism of a partner. And it is ATTA CENTER that meets the highest requirements and quality standards.

We must continue to build the recognition of Latvia and Riga

Looking ahead a few years, the director of ATTA CENTRE wants the proportion of international projects in the company to increase. The director of the centre notes: “In five years, I see ATTA CENTRE as an even more recognisable and stronger international player, because we actively participate in international forums and exhibitions, talking about Riga, ATTA CENTRE and the Latvian hospitality industry. A lot of work has already been done, which brings tangible results – the number of international requests is increasing, and each event promotes new events in the city. At the same time, a significant challenge is national-level marketing support, because Latvia and Riga are not yet sufficiently recognisable in the MICE market as a business and event destination. I believe that through close cooperation between the industry and state institutions, we can ensure that Riga is chosen more often for large international events.”

ATTA CENTRE defines itself as a powerful infrastructure platform with a full set of capabilities, modern technical readiness and is on a sustainable development track. In turn, for Riga and Latvia, such a facility is a concrete tool for attracting international events, which creates both immediate economic benefits and long-term reputational capital in the MICE market.