In today’s world, business trips are no longer limited to conference halls and meeting rooms – they are becoming experiential trips where business is intertwined with culture, nature and relaxation. This trend, called bleisure (business + leisure), is increasingly influencing the choices of companies and professionals. Latvia is a smart choice in this regard – a country that offers both a modern and high-quality business infrastructure and diverse opportunities for complete relaxation and inspiration.
In recent years, Latvia has been increasingly actively positioning itself as an attractive business tourism or MICE destination (standing for meetings, incentives, conferences and exhibitions), which is promoted by the targeted activities of the Investment and Development Agency of Latvia (LIAA). The Tourism Export Services Department of LIAA has ensured Latvia’s representation at international exhibitions and contact exchanges, such as IMEX in Frankfurt, The Meetings Show in London, MCE Europe, etc., as well as organised familiarisation visits for foreign event organisers to demonstrate Latvia’s infrastructure and what it has to offer.
Modern infrastructure and international accessibility
Latvia is strategically located, and Riga serves as the Baltic hub with convenient connections to major European and global cities. Riga International Airport provides direct flights to more than 100 destinations, while being only 9 kilometres from the centre of Riga, with top-class conference centres, hotels and event venues offer everything you need to organise conferences, seminars or business meetings.
Full-scale solutions – from idea to implementation
There are a number of experienced companies operating in Latvia that specialise in business tourism and event organisation – from concept development to fully-fledged implementation. These companies offer integrated solutions for the implementation of conferences, corporate events, exhibitions, dinners or team-building events of any scale. They are able to create full-scale events, providing technical equipment, scenography, hotel and transport reservations, gastronomic solutions, translation services, cultural and recreational programmes, as well as digital solutions for hybrid and online formats. Linda Freimane, the head of the event agency Bubbles & More, shares her experience that a local company that helps guests organise an event is not only an organiser, but also a support and a problem solver who knows the local situation and knows where to look for a solution. “One of our great advantages is the relatively small size of the country, so we have many local connections. This means that we can offer solutions that are not possible in large countries and cities. Our guests are surprised, for example, by how accessible the Latvian National Opera and Ballet is – not only excursions are possible here, but also the use of the premises for events. We can also easily offer the participation of leaders of various opinions, institutions and even representatives of ministries in internationally organised events,” shares L. Freimane.
Competitive offer
Latvia is still a relatively unknown destination, which is of interest to many, because it is always exciting to discover something new. “In addition, Latvia has all the necessary resources for organising large events, and the quality-price ratio is very good, especially compared to nearby Scandinavia,” says Evija Pugača, head of the event agency “Baltic DMC Group”. She points out that the ability of Latvian tourism companies and event agencies to provide full-scale solutions from idea to implementation is formed by experience, a strong culture of cooperation and a creative approach: “The industry is well versed in market resources, actively uses technology, follows global trends and integrates sustainability principles. Flexibility, the ability to adapt and offer added value by using Latvia’s unique culture and nature, as well as close international cooperation, which strengthens quality and competitiveness, is also important.”
Sustainable solutions
In recent years, travellers in the field of business tourism and leisure have become increasingly aware and smarter. They are increasingly looking for ways to combine work with leisure – they supplement business trips with excursions, cultural and gastronomic experiences, thus extending their stay and making a greater contribution to the local economy. “Sustainability also plays an important role – environmentally friendly services, local producers and responsible travel solutions are chosen. This approach creates a new travel culture, where work and leisure become equally important,” continues E. Pugača.
Linda Freimane, head of the agency Bubbles & More, also emphasises that one of the key factors of attraction is the green and ecological approach – clients are increasingly paying attention to the fact that the event is environmentally friendly and sustainable. This means choosing hotels with a lower environmental impact, public or group transport with a higher ecological profile, or event venues close to nature, which at the same time also ensure high quality. “Representatives of the tourism industry are aware that there is still a long way to go in this direction to fully meet the expectations of the most demanding international clients, however, we already have excellent examples both among hotels and catering companies,” she says. L. Freimane.
Latvia – a little gem to discover
The company Bubbles & More works with Scandinavian, especially Swedish, clients, and its manager Linda Freimane has observed that Latvia is still a relatively unknown place for tourists from these countries, which brings many pleasant surprises. L. Freimane says that Swedes are often surprised to learn that Riga was once part of the Kingdom of Sweden in the 17th century and became one of its most important cities. L. Freimane highlights the unique things that attract tourists to Riga. First of all, the Art Nouveau architecture, which is not found in such a special and concentrated way in any other European city. She also points out the wooden architecture – guests love to go to Āgenskalns and enjoy the landscapes there, the Āgenskalns market and the Kalnciema market. Linda Freimane especially highlights the traditional Christmas market in Old Riga, which tourists appreciate as particularly beautiful and authentic.
Riga and the regions – for every leisure traveller
Evija Pugača, head of the event agency Baltic DMC Group, emphasises that the magic of Latvia lies in the diversity and authenticity of its nature: “Our sea is especially valued with its wide, quiet beaches and white sand, where you can enjoy peace and quiet. Beautiful forests that provide a real respite from the hustle and bustle of the city. Bog trails, especially early in the morning, when everything is shrouded in fog. These are almost magical feelings – as if from another world.” Small towns and seaside villages also leave a great impression with their warm atmosphere, local traditions and homemade delicacies. By visiting farms and craftsmen, guests get the opportunity to feel the real taste and character of Latvia – to experience life closer to nature and the people who protect and care for it with love. Meanwhile, the manager of the company Bubbles & More has become convinced that visitors are increasingly choosing authentic and peaceful places to go hiking, truly relax, and reconnect with themselves and nature.
Culture and gastronomy – the added value of Latvian bleisure
Bleisure travellers in Latvia can enjoy a wide range of events. The most popular offers include unique tours of historical centres, culinary master classes with local chefs, beer or wine tastings, as well as nature adventures – boating, hiking, cycling routes or even saunas in Latvian forests. These activities help participants better understand the local culture and create an emotional connection with the country they are visiting. E. Pugača shares an unusual experience: “During the Covid-19 pandemic, we continued to think about business development and created a special recreation area – Oranžēriju Bekuciems. Here, we offer guests a taste of what it means to be Latvian. Tourists can cook together over a campfire, go mushroom and berry picking, take part in pottery master classes, sing and dance with a folklore group, as well as enjoy traditional Latvian bathhouse rituals and celebrate holidays in a traditional atmosphere. Such activities not only enrich the event, but also create a true emotional connection with the place and people, making it unforgettable for both guests and organisers.”
The Latvian event industry is distinguished by its creativity, flexibility and ability to adapt to client needs – from large international congresses to niche corporate events in country manors or in the great outdoors. Positive experiences out of the work environment often become a decisive factor when making investment and cooperation decisions. Latvia, with its people’s hospitality, creative energy and closeness to nature, creates an environment where ideas emerge and trust is firmly built.
