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Ms Madara Luka
e-mail: [email protected]
The BRANDTour Project
Ministry of Economics of the Republic of Latvia
9 May, 2017 Kickoff seminar in Florence
Latvian Tourism Brand
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Tourism in Latvian Economy
Tourism directly contributes 4% to Latvia’s total GDP
Tourism exports generated EUR 962 million in 2016,
representing 6% of total exports and 19% of services
export
Tourism employment of Latvia contributes 9% to total
employment, providing 78 thousand jobs in tourism.
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Overnight Visitors in Latvia
1154,7
1329,91487,4 1555,9
1113,9
1311,5
1585 1644,8
1839,2
2098,3 2 139,4
2303,6
730,2816,3 844,8
944,7
753,9877,8
1063,3 1096,31249,1
1431,0 1 474,8
1573,6
424,5513,6
642,6 611,2
360,0433,7
521,7 548,5 589,4667,3 664,7
730,0
0
500
1000
1500
2000
2500
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Total Foreign visitors Local visitors
Latvia accommodated 1,5 mln foreign visitors, 6.7% increase since
2015, 50% increase during the last 5 years
Largest tourism markets for Latvia are Russia (208 800), Germany
(187 800), Lithuania (158 800) and Estonia (145 300) together
constituting 45% of foreign tourists
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Latvian Tourism Policy
Latvian Tourism Development Guidelines 2014-2020
To ensure sustainable growth of the Latvian tourism
sector by increasing the international competitiveness of
tourism services in export markets in ways which:
meet the criteria for
sustainable tourism product
development;
increase international
tourist arrivals;
reduce seasonal
imbalance in tourism flows;
and extend the average
length of stay.
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Latvian Strategic Tourism Sectors
MICE health tourism
nature tourism cultural tourism and creative industries
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Requirements for Tourism Product
sustainable
innovative solutions
export oriented
high quality
high level of tourist involvement
high added value
cooperation within competition
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The Most Competitive Tourism Areas
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International Competitiveness of Latvia as a
Tourist Destination
Organizing national stands in international tourism fairs and exhibitions abroad
Marketing and promotional activities
Financial support to SME’s for individual stands and participation in tourism related conferences and seminars abroad
370 SME’s will receive state aid in the planned marketing
activities;
282 SME’s will receive financial support in the form
of grants;
250 SME’s will receive non-financial support.
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The Cluster Program
Cluster program is the main cluster suportinstrument in Latvia
It is financed by European Union ERDF fund, totalbudget of the program is 6,2 mil.EUR.
14 clusters have been selected
8 sectorial clusters
6 cross-sectorial clusters
2 tourism clusters
SME’s within clusters on average pay
16% higher wage per employee
SME’s within clusters export more
than 2,5 times larger amount than
regular SME’s
Project smedia
Thank you!
Questions welcome
