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Liepāja 2027 Seminar

The Kurzeme Tourism Conference highlights Liepāja 2027’s potential in the context of international tourism

12. June, 2025
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Sieviete stāv pie ekrāna un runā mikrofonā, sniedzot prezentāciju par Liepāju kā Eiropas kultūras galvaspilsētu 2027. gadā. Uz ekrāna redzams uzraksts “Liepāja – Eiropas kultūras galvaspilsēta 2027”, attēls ar viļņainu jūru un vindsērfotāju, kā arī vārds “(ne)miers”. A woman stands in front of a screen, speaking into a microphone during a presentation about Liepāja as the European Capital of Culture in 2027. The screen displays the text “Liepāja – European Capital of Culture 2027,” an image of a stormy sea with a windsurfer, and the word “(un)rest”.

On June 11, Liepāja 2027 took part in the Kurzeme Tourism Conference 2025, which gathered tourism professionals, entrepreneurs, and industry experts at Skrunda Manor.

The Liepāja 2027 programme was highlighted as one of the key initiatives shaping and continuing to strengthen Kurzeme’s visibility on a broader scale. Liepāja 2027 director Inta Šoriņa shared insights on the city and region’s storytelling potential within the context of international tourism.

Highlights from the programme:

  • Linda Ziediņa-Ērgle from LIAA presented the latest data on demand for Latvia as a travel destination. A significant increase was noted in interest from Austria (+38.9%), along with continued growth from the UK, Spain, and Germany.
  • Researcher Andris Klepers introduced the new roadmap for Kurzeme’s tourism brand strategy, outlining five thematic storylines: nature, culture, well-being, bleisure (business + leisure), and entertainment.
  • Jana Bergmane encouraged a fresh look at the visual identity of Kurzeme tourism.
  • Dace Briede-Zālīte (Tet) led a practical session on strategic networking, offering inspiration for strengthening professional communication.

A key announcement came from the Kurzeme Planning Region, presenting a new competition for tourism entrepreneurs under the Light in the Dark project. The call invites the creation of new off-season tourism products, which will be piloted this autumn and featured in international digital materials as examples of inspiration.

Thank you to all partners and participants – stay tuned for updates from Kurzeme Planning Region: kurzemesregions.lv/en

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