Foreign Tourists Becoming More Cautious About Latvia; Kurzeme Calls for Strengthening Country's Image
After years of growth, tourist numbers in Latvia are declining again at the start of this year, with security risks cited as a main reason. The Kurzeme region urges efforts to improve the country's image.
In recent years, Latvia's tourism sector experienced steady growth – last year, tourism export revenues reached approximately 1.33 billion euros, which is 10% more than in 2024. However, the first months of this year show an opposite trend: the number of foreign tourists is dropping again.
Security risks are considered a major obstacle influencing travelers' decisions. To change the situation, the Kurzeme region is also considering how to strengthen Latvia's image and attract more visitors.
Currently, the tourism industry faces the challenge of regaining its previous success, and local municipalities together with industry professionals are seeking solutions to convince foreign travelers that Latvia is a safe and attractive destination.
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