LIAA strengthens Latvia’s visibility in the Nordic

In November 2025, the Investment and Development Agency of Latvia (LIAA) participated in the intensive and dynamic “Around the World Nordic Roadshow” series of networking events organised by AVIAREPS, which took place over four days in four Nordic capitals.

A well-thought-out and ambitious forum

The AVIAREPS “Around the World Nordic Roadshow” was designed as a structured B2B networking event cycle that travelled to four Nordic capitals – Stockholm on 10 November, Helsinki on 11 November, Oslo on 12 November and Copenhagen on 13 November. The organisers indicate that the event provided an opportunity to meet more than 150 Nordic travel industry professionals, and focused meetings with approximately 40 to 70 industry representatives were prepared at each stop. The profile of the participants was truly impressive – from corporate travel/MICE segment buyers and travel agencies to media and industry opinion leaders.

Targeted and systematic promotion of Latvia

By participating in the Nordic Roadshow, LIAA continued its work to promote Latvia on the Nordic market – as a result of its targeted work, interest in our country has grown, especially in the business and event tourism segment, where Latvia offers an authentic environment, high-quality infrastructure and interesting experiences in terms of content. It should be noted that such face-to-face meetings with representatives of the tourism segment and relevant industries are an essential tool for strengthening Latvia’s visibility and building practical cooperation with Nordic partners.

Competition and demanding clients

MICE competition in the Baltic market is high, so regular participation, establishing contacts and presenting the offer at large forums gives Latvia, and especially Riga, the opportunity to compete on an equal footing with the two other Baltic MICE giants – Tallinn and Vilnius. For the structured Nordic MICE audience, a clear and understandable offer policy is essential and even crucial – high-quality event and accommodation infrastructure, flexible service offers, convenient logistics, good entertainment options, etc. The sustainability factor is also particularly emphasised – event organisation is increasingly being evaluated according to how responsibly resources are used and how purposefully the impact on the environment is managed.

Interest in Latvia and future goals

Participation in the AVIREPS “Nordic Roadshow” confirmed that interest in Latvia as a tourism destination is high, especially in the MICE sector, because we can provide high-quality and competitive offers. It should be noted that LIAA’s targeted work is also planned in future to attract attention to Latvia and promote tourist flows, strengthen the competitiveness of the Latvian tourism industry, and inspire foreign tourists, including those from the Nordic countries, to visit Latvia again and again.