Baltic Roadshow 2026 Event for Tourism Industry Held in Three Cities in the Baltic States

Latvia Travel (LIAA), in collaboration with Visit Estonia and Lithuania Travel, held the tourism industry event "Baltic Roadshow 2026" in three Japanese cities: Osaka, Nagoya, and Tokyo, from June 30 to July 2, 2026.

This year marks the 10th anniversary of the event, which saw the participation of 144 guests, including travel agencies, tour operators, and travel media. In addition to tourism boards, 13 suppliers from the Baltic states participated, with Latvia sending a record seven companies.

Linda Kārkliņa, Senior Project Manager, and Sergejs Gomzjakovs, Senior Project Manager, from Latvia Travel visited Japan to introduce the latest tourism information and regional attractions of Latvia through business meetings and presentations with Japanese travel agencies and media. This event aims to foster continuous exchange between the Japanese travel industry and tourism stakeholders from the Baltic states. It serves as a platform for creating new travel products and expanding inbound tourism through destination presentations for travel agencies and media, as well as business meetings and networking with suppliers.

The tourism board's presentations introduced the latest tourism information, including regional cities, nature, wellness, and gastronomy. Active information exchange took place during business meetings between local suppliers from the Baltic states and Japanese travel agencies.

Growing Interest in Latvia's Regional and Experiential Tourism in the Japanese Market

Old Town of Riga, a UNESCO World Heritage Site

Through business meetings with Japanese travel agencies and tour operators, it was reconfirmed that in the Japanese market, interest is growing not only in the capital, Riga, but also in regional cities and unique local experiences.

Topics that garnered particular interest included:

- UNESCO World Heritage Sites

- Rich Nature

- Gastronomy

- Historic Manor Houses

- Wellness experiences, including Latvia's traditional sauna, "Pirts"

- Traditional culture and handicrafts

This indicates a further strengthening trend among Japanese travelers to prioritize "experiences unique to the destination." Many questions and comments were received regarding travel materials that allow visitors to experience Latvian life and culture firsthand.

Mākoņkalns National Park, Latvian Midsummer Festival, Regional Manor House

Three Airlines Participate to Support the Development of Travel Products

Finnair, LOT Polish Airlines, and Turkish Airlines also participated, introducing their airline networks and the latest information during their respective meetings. Specific information exchange also took place with the tourism boards regarding the development of products for the Japanese market and the promotion of inbound travel.

At the event venue in Tokyo, the Ambassadors of the Republic of Estonia, the Republic of Latvia, and the Republic of Lithuania to Japan were in attendance and delivered greetings at the opening of the reception. H.E. Zigmārs Zilgalvis, Ambassador of the Republic of Latvia to Japan, noted the growing interest in the Baltic states from Japan and stated, "Through this event, we hope to introduce the charms of the Baltic states, including Latvia, to more Japanese travelers. We look forward to welcoming as many visitors from Japan as possible."

Ambassadors Zigmārs Zilgalvis (Latvia), Andres Unga (Estonia), and Aurelijus Zykas (Lithuania) to Japan delivering greetings at the opening of the reception (from left)

Future Promotions

Over the past 10 years, the "Baltic Roadshow" has grown into an important exchange platform connecting Japan and the Baltic states. Latvia Travel considers the Japanese market one of its key markets and will continue to strengthen collaboration with travel agencies and media, actively promoting the attractions of regional cities and areas beyond Riga, and continuing promotional activities to increase the number of travelers from Japan.

Supplier companies and tourism board staff who participated

Comment from Latvia Travel

Latvia, located on the Baltic coast of Europe, boasts a beautiful coastline and rich traditional culture despite its small size. Unique cultural events such as "Jāņi (Midsummer)" and the "Song and Dance Festival," held every five years, are captivating. With its beautiful forests and lakes, Art Nouveau architecture in the capital Riga, and medieval townscapes in the Old Town, Latvia is truly a hidden gem of Europe that enchants visitors. Through our activities, we hope to convey the "true charm of Latvia" to more Japanese travelers. We encourage you to consider Latvia as a new European travel destination.

Latvia Travel (LIAA)

https://www.latvia.travel/ja