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Latvija

Marketing of tourism in Latvia -  the concept,

strategy, implementation.  Project "European Destinations of Excellence (EDEN)".

Armands Slokenbergs

Director, Latvian Tourism Development Agency

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Latvija

Contents:• The Latvian tourism marketing strategy • The new Latvian tourism brand• EDEN project

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The Latvian Tourism Marketing Strategy

2010-2015

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Trends:GlobalizationDemografic changesAvailability of information“Experience economy” ageIndividualizadion and customizationSustainabilityHelth and healthy lifestyle

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Vision

Latvia – recognized in its target markets as an attractive tourism destination for individual tourists, it provides true, sincere

hospitality and high quality, innovative, authentic and sustainable tourism products with high added value in the

relevant target segments created by people with knowledge and professionalism.

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Marketing objectivesThe brandCo-operationQuality of servicesSeasonalityProduct development

Economic objectivesA prolonged stay by foreign tourists to more than 3 nightsTourism service exports increase of 5 – 10% against the previous yearLocal tourism increase against the total (%) against total tourism service exportTourism related income to 5% of GDP

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Tourism products (resources): Culture varaity Nature Products with high added value (medical, health, MICE, sport etc)

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The essential values of Latvian tourism products:QualitySustainabilityHigh added valueIndividualizationInvolvement and experience

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The Latvian Tourism Brand

Platform

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Our promise to a visitor to Latvia is: That Latvia is a place, where having arrived, you have the opportunity to change the tempo of your life,

to enjoy leisure experiences, thereby tasting new experiences, allowing you to aspire to harmony and

reveal your true inner values.

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Latvija

Unhurried leisure in Latvia:

- Is an invitation to stay longer and return

- Is a diverse use of your time that encourages you to stay

- Is a way of experiencing the best things in Latvia

- Is a product created by Latvian tourism

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Latvija

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The tourism brand is compatible with

current worldwide tourism trends

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The growing trends in worldwide tourism are - Green Tourism, Nature Tourism, Eco Tourism, Knowledge Tourism, Experience Tourism, Culture

Tourism, Culinary Tourism, Slow Tourism

un Latvia is part of this trend.

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LatvijaThe Target Audience

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“I don't like to do much on my holidays, and the idea of slowing down and taking the time to

enjoy the scenery instead of rushing from one thing to another works for me.”

(Jill, Great Britain)

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With the new tourism brand we will address:People who quickly catch on and try out new trends – a growing niche segment with potentialThe biggest and most important tourism segment in Europe, the population over 55

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LatvijaProducts

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„Best enjoyed slowly” allows various tourism products to find their target group:Tourists who enjoy wild nature, the sea and coastActive leisure, observing sustainability principlesTourists who demand high quality entertainment and culture experiencesClean and well kept rather than

untouched natureIt is critical to achieve harmonic transition

form today’s product portfolio to future one

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European Destinations of

ExcelleNce (EDEN) 2010

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Mērķis:Veicināt ilgtspējīgu tūrisma attīstību

Uzdevumi:Pievērst uzmanību potenciāliem Eiropas tūristu

galamērķiem (vērtībām, daudzveidībai)Mazināt sezonalitātes negatīvo ietekmiVeicināt kontrolētu tūristu plūsmu Radīt platformu veiksmīgai pieredzes apmaiņai starp ES

valstīmVeicināt ilgtspējīgu tūrisma attīstību un izpratni par to

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Praktiski:Iespēja tūristu galamērķiem pārbaudīt kā notiek attīstība Kļūt atpazīstamākiem Latvijā, bet īpaši Eiropā un kā

atpazīstamības zīmi lietot EDEN logoIesaistīties EDEN profesionālās informācijas apritē ar

vairāk nekā 50 citiem EDEN tūrisma galamērķiem Eiropā

Brošūras, kartiņas, video klipsInstruments uzņēmējiem uzrunāt savas pašvaldības un

iedrošināt, argumentēt tūrisma attīstības nepieciešamību

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Kritēriji:Tūristu galamērķi tiek pārbaudīti izmantojot

ilgtspējīgas attīstības kritērijus un indikatorus:- ekonomiskos- ekoloģiskos- sociālos

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Latvija