Author: Madara Oga
Source: Liveriga.com
In the first half of this year, the total number of guests served at Riga's hotels increased by 12.4% compared to the same period in 2024. Visitors spent 1,243,673 nights in Riga, confirming the capital's growing appeal in the international tourism market. Robust growth has been observed in specific foreign markets: the number of visitors from the United Kingdom has increased by 29.9%, from Norway by 23%, and from Sweden by 20.4%. These three markets have become Riga's most dynamic sources of tourism growth.
In addition to the United Kingdom and Scandinavian markets, special attention was paid to Poland this summer, which has become a priority market for Riga. Targeted marketing activities have been carried out there for the second consecutive year, already showing visible results – achieving a 12.6% increase in arrivals compared to the same period in 2024.
Reklāma
Over ten lifestyle and food influencers, opinion leaders, and journalists from Warsaw, Krakow, and Gdansk visited Riga this summer. They explored the city's major cultural events—from Riga Art Week and Midsummer celebrations to Riga's anniversary—as well as its gastronomic offer and everyday charm. In the stories published on Instagram, Riga was portrayed as a vibrant, creative, and foodie-friendly city that combines authentic traditions with contemporary culture.
“The tourism results of the first half of this year confirm that Riga is becoming increasingly competitive as a destination. Entering a new target market is always a challenge, but the campaign in Poland is already delivering convincing results—nearly 580 publications and a reach of more than 50 million unique users. This proves that combining targeted communication with Riga's unique offer makes it possible to achieve truly positive outcomes," emphasised Fredis Bikovs, Director of the Riga Investment and Tourism Agency.
At the same time, this summer and autumn, Riga is also participating in the European Travel Commission's project Europe Untold. In cooperation with Tallinn, Vilnius, and Warsaw, a social media campaign will be launched this autumn in the United States, focusing on New York and Chicago. This initiative will expand Riga's visibility in North America and help attract new travellers from outside Europe.
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