According to the May statistics from the Central Statistical Bureau, the number of visitors to Riga increased by 15%. For the first time since 2019, Germany has returned to the top position in terms of the number of visitors, showing a 50% increase compared to 2023. Significant growth was also observed among visitors from the United Kingdom (40%), Norway (13%), Poland (33%), and Finland (33%). Overall, 76% of all foreign tourists visiting Latvia have come to Riga.
Fredis Bikovs, Director of the Riga Investment and Tourism Agency, explains: “Germany's return to the top position after several years is a very positive signal for the industry, indicating that the impact of the geopolitical situation is diminishing. If this trend continues and the market recovers at the same pace, it will significantly affect the total number of tourists over the year. Poland also shows excellent results and potential for growth, where we are advertising Riga for the first time this year.”
The priority target countries for tourism in Riga this year are Poland, Finland, and Norway, where summer season campaigns are currently underway. Outdoor and public transport advertisements are being used to increase awareness, as well as digital ads on Google and Meta platforms.
In Poland, more than 25 press releases and articles about Riga have been published. Additionally, 10 influencer and three media visits ("Murator," "National Geographic," and "TVN") are being organized. The positive trend is evidenced by the website traffic – visits to liveriga.com from Poland have increased by 484% compared to 2023. A third campaign in the target countries is also planned for the winter, inviting tourists to enjoy the Riga Christmas market and the Light Trails.
At the beginning of summer, a survey was conducted in Poland about Polish associations and their desire to visit Riga. 55% of respondents are considering a trip to the capital, but so far, only 14% of Poles have visited Riga. It is encouraging that 88% of Poles have heard of Riga, although only 12% of them can boast good knowledge of the city. Most respondents who have ever visited Riga would like to do so again (83%).