According to a study of international tourist satisfaction with Riga as a travel destination commissioned last year by the Riga Investment and Tourism Agency, more than half (51%) of the tourists surveyed as part of it reported1 the impressions of their trip to Riga to be better than expected. 47% of the respondents said that their experience was as expected, which means that 98% of the city’s guests felt that the trip was as good as they’d hoped, or better.
The study confirms that the city’s authentic cultural heritage, easy accessibility, and attractive image are important factors that attract guests. 80% of the survey’s respondents indicated these factors as very important, important, or somewhat important, pointing at their critical nature. ‘As a travel destination, Riga offers its guests a wide range of leisure and entertainment. Whether it’s a relaxed weekend trip for two or a family getaway, Riga is a place where anyone can get a diverse and exciting travel experience. Importantly, a convincing majority of the respondents, almost 60%, would recommend Riga as an attractive travel destination, so we can predict Europe’s interest in Riga to only grow,’ Fredis Bikovs, Head of Riga Investment and Tourism Agency, said.
According to the study, 78% of the Riga’s guests surveyed came to the city for a holiday of more than 4 days or for a weekend trip. 7% stated that they had come to Riga to visit friends and relatives, while 4% included Riga in their business trip. 30% of the travellers chose to visit Riga as part of a larger trip to Latvia, while 32% chose the city as their only destination.
The survey shows that travellers choose different types of leisure in Riga. Another positive item is that almost 80% of the tourists were satisfied with the activities offered in the city, rating sightseeing in Riga, trips outside the city, as well as opera, concerts, museums or other cultural venues the highest. Riga’s Old Town is still the top location, reported as the biggest point of interest by 35% of the city’s guests.
The study ‘Foreign tourist satisfaction with Riga as a travel destination’ was commissioned by the Riga Investment and Tourism Agency and conducted by the Latvijas Fakti market and social research centre. Between 4 July and 8 November 2023, 2307 tourists from Germany, Finland, Sweden, Norway, UK, Lithuania, Estonia, Denmark, Spain, Italy, France, Netherlands, and Poland were interviewed in Riga. The study was carried out in the form of face-to-face interviews.
Further information: Rita Pētersone Riga Investment and Tourism Agency, e-mail: Rita.Petersone@riga.lv
1The study was carried out through face-to-face interviews between 4 July and 8 November 2023. Study sample: 2307 tourists from Germany, Finland, Sweden, Norway, UK, Lithuania, Estonia, Denmark, Spain, Italy, France, Netherlands, Poland that visited Riga.