Šarlote Liduma Unveils Riga’s Vibrant Cultural Venues and Seamless Connectivity at Travel Tech Show 2025

Published on July 17, 2025

Šarlote Liduma, a prominent Latvian tourism and cultural ambassador, recently showcased Riga’s advanced connectivity and vibrant cultural venues at the TravelTech Show 2025 in London. This event, held on June 25–26 at ExCeL London, is Europe’s leading platform for travel technology professionals to explore innovations shaping the future of travel.

Hi, we’re here with Šarlote Liduma, Campaign Manager for Visit Latvia. Šarlote, what can you tell us about your reason for being here today?

Thank you for having me. I recently joined the tourism sector, and this is my first time attending this event. I came here to explore what types of hosted buyers I could meet in the UK. I’ve been very pleasantly surprised by the high interest in our region, especially Latvia. It’s quite overwhelming, actually. Even if I don’t have any formal appointments, when people see me, they stop by and ask a lot of questions about what they can organize in Latvia, what we can offer, and the possibilities of visiting our country.

Can you tell us more about what Latvia offers, especially in terms of Riga, the capital, and other parts of the country?

Yes, absolutely! Riga is one of the largest cities in the Baltics, and it’s also home to the largest air traffic hub in the region. This makes it very accessible for international travelers. We have over 100 direct flights every day to around 40 countries, so connectivity is a major strength for us. Riga’s international airport is located just 9 kilometers from the city center, which takes only about 20 to 30 minutes to reach, depending on the traffic. This means that within half an hour, visitors can be in the Old Town of Riga, which is a beautiful UNESCO World Heritage site, and it’s entirely walkable.

In terms of accommodation, we have all the major international hotel chains, as well as local options, and the prices are very competitive. The city is very convenient for events because everything is within walking distance. The quality of services is comparable to any Western European city, but with the added advantage of being a charming and compact destination.

What about other parts of Latvia? Can you tell us more about the offerings outside of Riga?

Certainly! Beyond Riga, we have some wonderful cultural venues and concert halls that are perfect for events. One notable location is in the city of Liepāja, located by the Baltic Sea. It’s a fantastic place to visit, and Liepāja will even be the European Capital of Culture in 2027. This makes it not only a beautiful place to visit, but it’s also growing in cultural significance. Within just an hour and a half from Riga, you can also find the great concert hall in Jūrmala, which is another excellent venue that provides various event options.

So, while Riga is the heart of Latvia, there are plenty of other exciting places around the country worth exploring, each with its own unique charm.

Can you give us examples of some big events that have taken place in Riga?

Absolutely! Riga hosts a wide range of events, from sports to cultural experiences. For instance, this September, we’re hosting EuroBasket in Riga, which is a huge event. We’ve also had major sports events like the World Ice Hockey Championship in Latvia. On the cultural side, we have the annual opera festival, which is incredibly popular. Riga is also home to many world-famous opera singers who now perform in places like the Metropolitan Opera in New York or Munich Opera, but they often return to Riga to perform in the city where they began their careers.

One of the most iconic figures associated with Riga is Mikhail Baryshnikov, the famous ballet dancer, who was born in Riga and trained in the Riga Opera and Ballet Theater. Despite his international fame, he continues to return to his roots in Riga.

Thank you for the wonderful insight into your country and your capital. Is there anything else you’d like to share?

Thank you very much for having me. I’m excited to share Latvia with the world. We have so much to offer in terms of culture, history, and natural beauty. We are looking forward to welcoming more international visitors and building stronger connections through tourism, business, and cultural exchange. Thank you for the opportunity to speak about Latvia.