Tourism renewal plans in Riga underway

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Riga Tourism Development Bureau (RTAB) has developed a plan aimed at renewing recreational and business tourism in Riga, RTAB reported on May 26.

The "COVID-19 crisis in tourism and hospitality sector mitigation action plan" includes a number of campaigns in the Baltic States, Scandinavian countries and other targeted markets. Promotion measures are expected to cost EUR 780 000, RTAB reported.

"When planning marketing activities for tourism renewal, we analyzed the current situation in Europe, conducted a survey of companies in the sector, and consulted local and international experts in a number of countries. The main conclusion is that the tourism sector needs to reinvent itself at the moment, as it will never be the same again," said Jānis Jenzis, Chairman of the RTAB Board.

RTAB explained that according to the forecasts of Tourism Review, the development of tourism after COVID-19 will be determined by new trends and travel habit changes. One of these is domestic tourism.

Therefore, tourism activities in Riga this summer will focus not only on foreign tourists but also domestic travelers. 

The second trend is expected to be "micro-holidays" or short trips. Given the impossibility of long-distance travels, many will replace the typical annual big vacation with several smaller trips. Therefore, the renewal plan provides for communication campaigns and activities focusing on the activation of Baltic, Scandinavian and Polish and German travelers, as there has always been a steady stream of "short holiday" tourists from these countries.

The third major trend in future tourism has been called "distancing".

Travel privacy will be much more important. Countries and cities with a better epidemiological situation, lower population density and outdoor tourism opportunities will benefit from this situation, RTAB said.

"Riga is fully in line with the requirements of the new travel reality. It is an ideal place to safely and responsibly enjoy cultural and sporting events in an urban environment, as well as gastronomic events in outdoor cafes and restaurants," noted Eva Juhņēviča, member of the RTAB Board.

To renew the sector of business tourism, work on new plans is currently underway. RTAB plans to implement sales activities in further markets, for example international conferences scheduled to take place 2-3 years onward. RTAB intends to implement foreign opinion leader and media visits to RIga, as well as support for organizing visits to tourists and agents.


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