When it comes to Latvia’s business tourism sector—also known as MICE (Meetings, Incentives, Conferences, Exhibitions)—things have come a long way. After weathering the storm of COVID lockdowns and navigating geopolitical tensions in Eastern Europe, this industry is now gearing up with renewed energy, clear direction, and a strong sense of ambition. Latvia’s compact but dynamic cities—Riga, Jūrmala, Sigulda—are drawing attention from international event organisers by offering more than just functional conference halls. They are offering unique, memorable experiences rooted in great service, creative event options, and a rich cultural and natural backdrop.
In this article, I’ll dive into how Latvia’s MICE sector has recovered and evolved, what sets it apart in Europe, which locations shine the brightest, what remains challenging, and where the future opportunities lie.
Post‑Pandemic Recovery and Growth
The pandemic hit the business tourism sector hard. Meetings and conferences around the world were postponed or went virtual. Latvia, like many countries in the region, faced sharp declines in event attendance. But now, as pandemic restrictions have lifted and global travel has resumed, the industry is showing resilience.
Senior Project Manager for Tourism Export Services at LIAA (Latvia’s Investment and Development Agency), reports that despite many organisers keeping event data private, the rebound is evident in general tourism statistics. In 2024, Latvia’s hotels hosted 1.6 million international guests—a 14 percent increase over 2023. Overnight stays rose by around ten percent. Business tourism, especially in Riga, makes up a significant share of these numbers, as about 75 percent of all foreign visitors still gather in the capital.
These trends suggest that Latvia is steering its ship back into thriving waters, and leading that charge is Riga, which remains the beating heart of the country’s MICE scene.
Latvia’s Core Strengths: Quality, Compactness, and Charm
Why does Latvia appeal to conference planners and business travellers? First, it combines European-style quality and professionalism with accessible pricing. Compared to major conference hubs like Paris or London, Latvia is far more affordable. Conference venues, hotel stays, transportation, and even catering tend to be competitively priced without sacrificing service levels.
Take Riga, for example. In one compact city, you’ll find modern conference centers, boutique hotels, charming Old Town streets, and stunning Art Nouveau buildings—all within walking distance. Riga International Airport is only about 15 to 20 minutes from downtown. That kind of convenience for visitors—short travel times, easy airport access—is not always available in larger European cities.
Another advantage is geography and nature. Latvia is blessed with fresh air, forests, bogs, and moderate summers. As southern Europe heats up, climate-conscious travellers and event planners are increasingly looking north. Corporate incentive trips can now blend day meetings with hikes in Sigulda’s hills or mindful nature walks in Ķemeri Bog. These outdoor offsite events offer focus and inspiration in equal measure.
The Rise of Gastronomy: Fine Dining and Local Taste
Latvia’s burgeoning food scene—especially its cooperation with the Michelin Guide—is also boosting its appeal. Top restaurants in Riga and Jūrmala are earning recognition, and that attention brings business tourists looking for gourmet experiences alongside their professional programs.
Jānis Jenzis, head of the Latvian Restaurant Association and also linked to Riga’s Opera Hotel, sees this as one of the smartest investments Latvia has made. As restaurants get busier and tourism spending rises, it elevates the visitor experience during conferences and events. Now a business guest can look forward to fine dining, tasting menus with local ingredients, or stylish cocktail bars after a day of meetings.
Beyond Riga: Jūrmala, Sigulda, and Ķemeri’s Unique Appeal
Riga remains the top destination, but other locations are emerging as exciting options for conference planners who want differentiation.
- Jūrmala: A lovely coastal resort about 30 minutes from Riga. It appeals to event organisers who want beachfront venues, wellness retreats, and outdoor incentive packages. Think seaside hotels, spa services, and Latvian seafood dining by the water.
- Sigulda: Known for its adventure trails, castles, and nature-based team-building venues. Conferences here can be paired with zipline rides, hikes along the Gauja River valley, or visits to medieval sites and vineyards.
- Ķemeri Bog: A large protected wetland with boardwalk paths, native birdlife, and serene lakes. Perfect for offsite brainstorming or incentive activities that combine soft adventure with rejuvenation.
The variety of settings means Latvia can accommodate conferences on veterinary medicine one week, drone technology the next, and climate panels or electrical engineering later—all within regions that offer immersive local experiences.
Big Moments: Notable Events and Their Impact
One major highlight was the European Congress Association Forum held in Riga in March 2025. That gathering brought together European event managers, congress organisers, and destination marketers. It offered a platform where the quality of Latvia’s MICE offerings could be presented directly. Many attendees decided on-site to return for future events in Riga. As Šarlote Līduma points out, “Every foreign conference hosted in Latvia is a success story. It builds Latvia’s visibility and reputation.”
Who’s Driving Growth: LIAA’s Role and Initiatives
The Investment and Development Agency of Latvia (LIAA) plays a key role in promoting the country as an event destination. Through international exhibitions, LIAA showcases Latvia’s infrastructure and hospitality globally. Organised FAM (familiarisation) trips bring planners to Latvia to experience facilities firsthand. The annual Conference Ambassadors Forum highlights local businesses and professionals boosting Latvia’s prestige abroad. Together, these efforts build trust and credibility, attracting more large-scale events.
Ongoing Challenges: Security, Seasonality, and Competition
However, Latvia’s journey is not without hurdles. The ongoing war in Ukraine and regional tensions raise concerns among international delegates. Organizers need reassurance on safety, political stability, and logistic transparency. As Jānis Jenzis notes, communication is vital—transparent and proactive messaging helps position Latvia as a safe choice.
Seasonality is another key issue. While Riga draws visitors year‑round, activity dips in autumn and winter. To balance this, local hotels and MICE planners are exploring off-season incentives—such as mid-level conferences or themed winter retreats—to attract visitors when rates are lower and availability is higher.
Competition is also increasing. As neighbouring countries like Lithuania and Estonia expand their offerings, Latvia needs to differentiate itself. Partnerships across the Baltics—such as joint pavilions at international trade shows or combined regional itineraries—can strengthen appeal as a unified destination.
Future Potential: Innovation, Creativity, and Sustainability
Latvia’s future in the MICE sector is bright thanks to innovation and creativity. Event planners are now integrating activities like interactive cooking classes featuring Latvian cuisine, forest bathing in nature, or drone racing in woodland settings—transforming passive conference agendas into active experiences.
Sustainability is another strategic strength. Latvia’s temperate climate, commitment to green hospitality, and open landscapes position it well for eco-aware travellers and planners. Visitor interest from Spain grew over 100 percent in 2024, and Canada saw a 118 percent increase in Latvian tourism—clear signals that international interest is rising steeply.
By continuing to raise visibility, investing in branding, and building infrastructure, Latvia can push Riga and its surrounding regions into Europe’s top-tier event destinations. The mix of compact European city life, nature-based incentive options, evolving gastronomy scene, and affordable event planning makes it truly unique.
Final Thoughts:
Latvia’s business tourism sector has turned a challenging time into an opportunity. It may be small geographically, but it delivers big in terms of creativity, hospitality, and value. By blending beautiful locales—Riga’s art‑nouveau charm, Sigulda’s outdoor adventures, Jūrmala’s seaside elegance—with strong infrastructure and rising culinary reputation, Latvia offers unforgettable meetings and corporate experiences.
With the support of local agencies, international collaboration, sustainable practices, and continual innovation, Latvia is charting a confident course toward the future. If you’re an event planner looking for refreshing, well‑rounded, and cost‑effective destinations in Europe, consider bringing your next meeting, incentive trip, or conference to this Baltic gem.
