20% Growth in Tourism in Riga in Q1 of 2025

Published: 16.05.2025.

In the first quarter of 2025, Riga experienced a more than 20% increase in foreign tourist arrivals compared to the previous year. This growth continues the positive trend observed in 2024, when the capital city welcomed 1,135,375 visitors—a 15.8% increase compared to 2023—with 71% of all overnight stays in Latvia registered in Riga. A new target market—Poland—was also successfully activated, bringing in 74,524 travelers in 2024, which is a 20.2% increase from the previous year.

Tourism growth has been driven by targeted efforts in key markets across the Baltics, Scandinavia, Germany, Poland, and the United Kingdom, where Riga saw greater increases than other Baltic capitals. Notably, the return of tourists from Germany is a particularly welcome sign, confirming Riga’s reputation among European travelers as a safe and attractive destination.

According to the latest statistics, 214.1 thousand foreign visitors were served in Riga in Q1 of 2025—20% more than in the same period of 2024. The number of overnight stays grew to 381.5 thousand, also marking a 20% year-on-year increase. The largest increases in tourist numbers were observed from Denmark (+58%), Sweden (+36%), the UK (+39%), Norway (+31%), and Estonia (+25%). In terms of overnight stays, the steepest growth came from Denmark (+61%), Sweden (+32%), and Estonia (+27%).

Mayor of Riga, Vilnis Ķirsis, stated:
"In the first quarter of 2025, Riga has seen a more than 20% increase in tourism compared to 2024. This growth confirms that our positioning is successful—we are a city with a strong identity, appreciated by both locals and international guests. Our culturally rich capital offers a unique combination of dynamic metropolitan lifestyle and entertainment options, the charm of a small town, proximity to nature, and the opportunity to enjoy peace and quiet. It also shows that our city marketing is being implemented effectively and purposefully, guided by a clear vision of how we want Riga to be seen on the European tourism map."

Last year, two seasonal campaigns—spring/summer and autumn/winter—played a particularly significant role. This year's summer campaign, currently running across digital and other media channels in target markets and cities, highlights Riga’s climatic advantages with the slogan "No Heat Waves, Just Sea Waves", inviting travelers to choose a destination offering warm weather without extreme heat. The autumn/winter communication emphasized the Christmas market and the “Path of Light” experience. Key marketing channels and activities include digital advertising, social media outreach, PR initiatives (media articles, journalist and influencer visits), collaborations with airlines (airBaltic, British Airways), and enhancing Riga’s positioning in international rankings. Throughout the year, journalist and opinion leader visits are also organized, focusing on authentic and sustainable experiences, including gastronomy, cultural heritage, lifestyle, family-friendly offerings, and proximity to unspoiled nature.

In 2024, Riga earned recognition in various European tourism rankings—6th place in European Best Destinations, 2nd place in Forbes' list of “most walkable cities”, and 3rd place in the UK Post Office ranking for best-value Christmas market destinations, among others.

"In the first three months of this year, we have seen a strong and encouraging increase in foreign tourist numbers compared to 2024. The tourism growth indicators prove that Riga is becoming increasingly visible on the European map not only as an accessible holiday destination but also as a platform for culture and contemporary art. This year, several internationally significant art events will take place in Riga for the first time, including Riga Art Week and the Riga Contemporary Art Fair in May and July, as well as Riga Music Week in the autumn. These events attract new audiences and broaden the city’s image abroad," commented Fredis Bikovs, Director of the Riga Investment and Tourism Agency.

In 2025, Riga continues to develop its offering of cultural and sports events, effectively attracting a wide range of tourists and featuring prominently in communication campaigns. Upcoming events in the city include: