Tourism in Riga is recovering with a stable trend, achieving a 14% increase in the first seven months of the year compared to the previous year. Additionally, Latvia's capital successfully adapts to global changes in the tourism industry, attracting more tourists from Western countries, replacing the previously dominant tourists from Russia, as informed by representatives of the Riga Investment and Tourism Agency (RITA) during a press conference on Friday, October 11.
The 2024 Riga tourism statistics and marketing activities were presented at the press conference. Riga's Mayor Vilnis Ķirsis, RITA Director Fredis Bikovs, and the Head of RITA's International Cooperation and Marketing Department, Linda Pede, attended the event.
"Since 2019, two factors have impacted the tourism industry – the Covid pandemic and the war started by Russia in Ukraine. Contrary to the myths, consciously or unconsciously spread, that the tourism industry in Riga is stagnating, objective data show that for the first time since the pandemic, the number of tourists staying in hotels in Riga will exceed one million this year. Likewise, the data convincingly show how, thanks to targeted work promoting Riga as a tourism destination in Western European countries, it has almost entirely succeeded in replacing the segment of travellers previously formed by tourists from aggressor countries. Riga is Latvia's most important tourism centre, and we will continue to invest in tourism development,"
said Riga City Council Chairman Vilnis Ķirsis.
"The statistical data shows that we have successfully replaced Russian tourists with Western European markets. This year, we selected Finland, Norway, and Poland as the main target countries for the largest marketing campaigns. Finland is the country that has most successfully recovered after the pandemic, Norway is an important and solvent market, whose 2023 figures were below average compared to pre-pandemic levels, and Poland because it is a large market, close to Riga and in a similar geopolitical situation,"
explained RITA Director Fredis Bikovs.
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Tourism in Riga in 2024 Shows Healthy Growth
Riga is experiencing a steady recovery in tourism, with a 14% increase in the first seven months of 2024 compared to last year. It is forecasted that hotels will reach 80% of pre-pandemic occupancy this year, with 1.1 million guests, while short-term rental apartments will even exceed this level, reaching 93% of 2019 volumes. Riga remains Latvia's leading tourism centre and driving force, as 70% of all foreign visitors have chosen to stay in hotels in the capital.
Western Markets Replace Russian Tourists
Riga is successfully adapting to global changes in the tourism industry, replacing the previously dominant Russian tourists, who made up 15-30% depending on the season, with visitors from Western countries. For several months, Germans have returned to the top spot regarding the number of foreign tourists, indicating market recovery and sending a positive signal to the industry. The number of guests from Germany and the United Kingdom has grown significantly: the number of Germans increased by 38% in seven months and during the season (May-July) by up to 44%. Likewise, the number of guests from the UK has increased by 11%, reaching 18% during the seasonal months.
F. Bikovs pointed out that in 2024, special attention was paid to markets with high potential or similar geopolitical situations, such as Finland, Norway, and Poland. Replacing Russian tourists with guests from other countries has been possible in short-term rental apartments. For example, the number of Polish tourists in this segment has more than doubled, while the number of Lithuanian and Finnish tourists has increased by 50%. There is a common myth that the lack of a ferry line affects the number of Swedish tourists, but the data show that Riga has more overnight stays by Swedish tourists compared to other Baltic capitals, even though a ferry operates between Tallinn and Stockholm.
Riga – Leader in the Baltic Domestic Tourism Market and the Development of the Short-Term Rental Market
Riga remains the leading tourism destination in the Baltic region, attracting more tourists than both Tallinn and Vilnius. Estonians visit Riga 31% more often than Latvians visit Tallinn, while Lithuanians visit Riga 77% more than Latvians visit Vilnius.
The Capital Invests 1.5 Million in International Marketing and Event Support
RITA invested 1.5 million euros in tourism development in 2024, sourced from tourism taxes. These funds have been allocated to the business tourism support program, marketing channels of airlines such as airBaltic, Norwegian, and British Airways, and international tourism guides, promoting large event advertising campaigns (Rimi Riga Marathon, Positivus Festival, FIA World Rally Championship "Tet Rally Latvia"), as well as international marketing and PR campaigns in Finland, Norway, and Poland, including Winter, Michelin Guide and Gastronomy, and Summer campaigns.
Riga's achievements are also recognized internationally; for example, the city achieved a high 6th place in Europe's Best Destinations ranking, which attracted more than one million votes from travellers from 172 countries and will participate in the voting for the best Christmas market in Europe in November. In 2025, the international communication budget is planned to increase by 20%.