The winter season, traditionally considered a quieter period in the tourism industry, has increasingly solidified its reputation as the place to organise motivational events, conferences and corporate trips in recent years. Companies are increasingly looking for opportunities to combine strategic business goals with meaningful, emotionally satisfying experiences, and it is precisely the winter months that offer particularly favourable conditions for these moments.
In this context, Latvia is becoming an increasingly attractive MICE and “bleisure” destination, as it offers a compact, easily accessible environment, diverse infrastructure, a unique seasonal atmosphere and an appealing range of local offers. Līga Adamoviča, head of Baltic Events & Tours, talks about taking advantage of the winter period to create high-quality motivational events and how Latvia is positioned in the international market.
A local company with international vision
Baltic Events & Tours has been operating in the tourism sector since 2013 as a local DMC (Destination Management Company) with the aim of professionally representing Latvia and the Baltic region in the international tourism and events industry. The company’s operations are based on a solid understanding of the region, many years of experience and a strong network of cooperation with local service providers.
“From the very beginning, our goal was not only to organise events, but also to create a high-quality destination experience that generates long-term value for both the client and Latvia as a whole”, emphasises Adamoviča. She explains that today the company’s mission is to offer creative, reliable and sustainable solutions to corporate clients, while strengthening the image of Latvia as a safe and diverse destination with high added value.
A full-cycle approach and customised experiences
Baltic Events & Tours specialises in full-cycle events – from concept and strategy development to logistics, creative content and on-site implementation. The company’s portfolio includes corporate events, conferences, motivational programmes and specially tailored events for international groups in the Baltic States. The company’s unique value proposition lies in its personalised approach to clients. “Our strength is the ability to combine precise operational execution with a creative approach based on an in-depth understanding of the local market and culture. It is important for us to go beyond standard solutions and create an authentic experience that matches the client’s values, cultural nuances and work style”, explains Adamoviča. This approach allows us to create events that are not only memorable, but also strengthen trust in both the company and Latvia as a destination.
Latvia on the map of international event venues
The main clients of Baltic Events & Tours are international companies and organisations that choose the Baltic States as a venue for their corporate events, conferences and incentive trips. At the same time, interest from local companies in international event solutions in Latvia year round, including winter, is also growing.
This dynamic has been reinforced by both improved accessibility, thanks to the development of the airBaltic direct flight network, and targeted activities of the Latvian Investment and Development Agency (LIAA) in destination marketing. The company’s own initiative and targeted activities have also played a significant role in developing new markets and convincing clients of Latvia’s potential. Overall, the development of the industry reflects both the attractiveness of the region and the industry’s ability to work with more complex, multi-layered projects and an international audience. “Coordinated cooperation between the public and private sectors is very important. For foreign clients, this creates confidence in the professionalism of the destination and its ability to implement high-quality events”, Adamoviča emphasises. She adds that attracting new clients is largely based on a long-term reputation and recommendations – both from existing clients and international partners. In the DMC industry, trust and experience are decisive factors, and they often become the main reason for starting cooperation.
Development of the motivational events market
The demand for motivational events has changed significantly in recent years from traditional “team-building” events to targeted, experiential programmes that create both emotional engagement and support the company’s strategic goals. Modern organisations increasingly expect events to not only unite the team, but also develop the competencies of team members, promote mutual understanding and strengthen internal culture.
Companies are increasingly choosing programmes based on solid concepts, experiences integrated into the narrative, where each element – the venue, activities, gastronomy and cultural content – creates a unified overall picture. There is also growing interest in sustainable solutions, technologically supported formats, hybrid events and smaller, more private events. “Companies are no longer just looking for entertainment – they are looking for experiences with content that strengthens a sense of belonging and emotional engagement”, Adamoviča comments.
The strategic advantage of winter
The winter period in Latvia offers a unique atmosphere that more and more companies want for their motivational events. A smaller flow of tourists allows for more exclusive and personalised programmes, while the short days and cold weather are particularly suited to motivational events, offering a unique atmosphere and opportunities to use seasonal accents such as light installations, festive decorations, and creative activities both indoors and outdoors. Events take on a more pronounced emotional dimension in winter, which promotes team cohesion and a sense of belonging.
The winter months in Latvia also facilitate a wide variety of motivational event formats – from active outdoor adventures to conceptually designed indoor programmes. This combination makes it possible to adapt the event to different teams, goals and weather conditions, while maintaining a high level of involvement and exerting a lasting emotional impact.
Favourite winter activities
Among the most popular winter activities are ice sculpture workshops, which allow teams to collaborate creatively, creating personalised objects with company symbols or messages. Jeep safaris and off-road trips, as well as snowy hikes through swamps and forests, are equally popular, offering not only adventure, but also real challenges for team cooperation and decision-making in changing conditions. Unforgettable moments can be experienced both on cross-country and downhill ski runs. Meanwhile, curling games at the Riga Curling Hall are becoming an increasingly attractive team-building activity, combining strategic thinking, communication and sporting excitement. Such activities organically fit into broader winter concept programmes, in which the event is created as a single thematic story with a clear structure and emotional high points.
Alongside active events, indoor interactive formats are also playing an increasingly important role – brain games, team workshops and creative master classes, which are suitable for both professional development and team building. These solutions work especially well in the winter season, ensuring comfort, safety and at the same time a high level of involvement.
An integral part of winter motivational events are also seasonally themed parties and holiday programmes, which combine evening atmosphere with elements of local gastronomy and culture. Programmes are often supplemented by tastings organised in collaboration with local producers, such as Valmiermuiža brewery, Rīgas Melno balzam or Latvian winemakers. Programmes are also enriched with private concerts, master classes and meetings with local artists and craftsmen, creating an authentic and multi-layered experience.
Baltic Events & Tours winter offer
Baltic Events & Tours creates motivating events during the winter season that combine outdoor activities with high-quality indoor programmes: conference sessions, creative workshops and thematic evening programmes. Each event is designed as a unified story with a clear structure and emotional culmination. This approach allows companies not only to achieve their goals, but also to offer participants a full-fledged “bleisure” experience, combining work, rest and exploring the destination.
Looking to the future – experience with content
For companies considering organising a motivating event in Latvia during the winter season, Adamoviča recommends looking beyond the event itself. “It is important to think of the event as an experience with content that meets the needs of the team and the strategic goals of the company”, she emphasises.
The winter season in Latvia offers a wide range of opportunities – from active adventures to creative, conceptual programmes indoors. By planning ahead and working with an experienced company, it is possible to craft events that are safe, sustainable, and truly memorable.
