Head of the Latvian Convention Bureau: We are able to ensure a very high quality of business tourism events
Attracting business and event tourists is important for any country, as many service industries are involved in providing the service, thus offering significant benefits to both the people of Latvia and the country's economy. Organising conferences and congresses also promotes the development of specific industries and further investment in the destination, which in this case is Latvia. Irēna Riekstiņa, head of the Latvia Congress Bureau, talks about the development of business tourism.
Speaking about MICE or business tourism, I. Riekstiņa, head of the Latvian Congress Bureau, emphasises: “We representatives of this tourism niche are convinced that it is business and event tourism that can help Latvian tourism as a whole become internationally visible and create added value here on the ground. Business tourism involves not only hotels and conference venues, but has also "grown" with other elements that are closely related to recreational, educational and cultural tourism services that conference visitors enjoy when they are in Latvia. Such elements usually enrich the content of the conference, thereby increasing the interest of participants and increasing the number of participants. This makes the event more valuable and enriches the human experience.”
Latvia – the destination where there is, what to discover and experience
I. Riekstiņa shares the observation that Latvia is still considered a new destination for business and event tourism, and we still have something with which to surprise guests. She points out that Latvia is gaining recognition for its ability to provide high-quality event service and the ability to create elements that are attractive to conference participants. “We are still competitive in Europe with prices. It is also important that Latvia as a destination is very easily accessible, thanks to both “Air Baltic” and other international carriers, which are able to deliver people to us from approximately 90 to 100 destinations per year, in Europe and further afield,” says I. Riekstiņa. Currently, in attracting customers, the focus is more on European tourists who have never been to Latvia, Riga, and have never held events here. Many are interested and willing to hold an event in Eastern Europe, thus expressing support for the region.
Development of business tourism in the last decade
The goal of the Latvian Congress Bureau since its establishment in 2016 has been to promote the development of business and event tourism in Latvia and attract business tourists. I. Riekstiņa does not hide that the Covid-19 pandemic had a major impact on the tourism industry, when the tourists arrivals came to a complete halt. “The flow had not yet fully recovered when the war in Ukraine further widened this gap. If Covid-19 equally restricted the entire world in movement and activity, then the war and the geopolitical situation affect us more than destinations further from the Russian border,” says I. Riekstiņa, emphasising that an understanding of stable security in our region is nevertheless being formed, and requests are currently being received for organising events up to 2029–2030, because events are planned in a timely manner in the MICE segment and procurement tenders are announced. At the same time, the head of the Latvian Congress Bureau adds that even minor changes in the world situation can affect the cancellation of events, even despite the fines that must be paid for a failed event.
Work continues!
The future goals of business and event tourism development are related to creating unique offers that are characteristic only for Latvia. “When every tourist arrives at a destination, they need something unusual to do, experience and enjoy. Whether it is an annual festival or a special object that is constantly changing and being improved. Something that can be called a "goal within a goal,” explains I. Riekstiņa. In cooperation with LIAA and the “Riga Investment and Tourism Agency”, both international and local activities are carried out to bring business event ideas to the world and make them important for local entrepreneurs.
Latvian Conference Messenger program
To promote the involvement of local entrepreneurs, the Latvian Conference Heralds Program has been operating for five years. “It is a kind of movement in which we involve associations from various sectors, which in turn are members of their international associations. The selected heralds are well-known in their sectors in Latvia. They tell their foreign members that we, Latvia, are ready to host the next congress or conference. Since 2020, we have also established an event to honour the Heralds, thus saying thank you for the work you have done and promoting cooperation between the private and public sectors,” I. Riekstiņa is proud. The list of heralds includes about 50 enthusiasts from the fields of medicine, finance, sports, culture, education, and IT.
Networking and creation of new products
Last year, the Latvian Congress Bureau managed to attract European funding for the creation of a cooperation network and the development of new products related to business and event tourism: “In the next three years, within the framework of this cooperation network, we will develop several products that will help us differentiate and stand out, as well as promote the recognition of Latvia as a destination and attract tourists. The products will be related to both sustainability, where we will offer to certify events in accordance with sustainability requirements, and digitalisation solutions,” says I. Riekstiņa. One example is the creation of digital cards for participants, which would facilitate both registration and the participants’ own activities during the event, thus abandoning the use of printed materials.
Motivational events and services
Another product area planned for development, related to business tourism, is the development of motivating events and services. This includes products created with the aim of entertainment, relaxation and realisation of the desire for knowledge of business and event tourism participants, and products that allow you to get to know the destination and foster team building. I. Riekstiņa reveals that more than 25 participants and several partners have been involved in the implementation of the project, in cooperation with research institutions and universities, a feasibility study of the products and definition of what they should be are being carried out.
Participation in international exhibitions and forums
An important task is always to participate in international exhibitions and forums focused on MICE clients. “Companies and associations come to such events with the aim of choosing the next venue for their event, and accordingly we position ourselves as the ideal choice. It is a place and an opportunity for both parties to meet. You can also feel the real competition here, because practically all countries participate. However, if the event organisers choose another Baltic country, it is also a benefit for us, because the event organisers see and get to know the uniqueness of the region. And after some time, they choose to return,” sums up I. Riekstiņa.
Events to be proud of
In recent years, Latvia has hosted various important conferences that we can be truly proud of. One of them is “5G Techritory”, which will be held in Latvia for the 8th time in the autumn. Other notable events include the European Society of Gynecology Congress, the Baltic Safety Conference, “Techchill Riga”, the European Colposcopy Congress, the European Ultrasonography Congress and others.
