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Source Market:Latvia

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Source Market Latvia
Reference Year 2011
Population 2.2 million
GDP one Year Development 7.7%
GDP per Capita 15,700 €
Travel Propensity total 62%
Holiday Travel Propensity 42%
No. of international Trips 1.4 million
Frequency of int. Trips 0.7 per year
Spending per int. Trip 523 €
Duration of int. Trips 7.5 days
Holiday share of int. Trips 64% of all trips
Main holiday reason 2011: NATURE 19% of population
Main holiday reason 2011: CULTURE 13% of population

Latvia is a country in the Baltic region of Northern Europe. Being one of the three Baltic States, it is bordered to the north by Estonia, to the south by Lithuania, to the east by the Russian Federation and to the southeast by Belarus. Across the Baltic Sea to the west lies Sweden.

Contents

Country Profile

Icon Globe.png Geography/Population

  • Land area: 64,589 km² (country comparison to the world: 124)
  • Population: 2.2 million inhabitants (country comparison to the world: 142); 40 inhabitants/km²; Latvian 59.3%, Russian 27.8%, Belarusian 3.6%, Ukrainian 2.5%, Polish 2.4%, Lithuanian 1.3%, other 3.1%
  • Biggest Cities: Capital Riga (711,000), Daugavpils (103,000), Jūrmala (55,000)
  • Urbanisation: 68% of the Latvian population live in cities
  • Religions: Lutheran 19.6%, Orthodox 15.3%, other Christian 1%, other 0.4%, unspecified 63.7%
  • Languages: Latvian (official) 58.2%, Russian 37.5%, Lithuanian and other 4.3%
  • Age structure (Median age: 40.9 years):
0-14 years: 13.5%
15-64 years: 69.5%
65+ years: 16.9%
  • Population projection: The Latvian population will be relatively constant in the future (2025: 2.1 million inhabitants)

Source: CIA - The World Factbook 2012 [1], UN Population divison 2010 [2]


Icon Vote.png Politics

  • Government type: democratic parliamentary republic
  • Chief of state: Andris BERZINS (since 2011)
  • Head of government: Valdis DOMBROVSKIS (since 2009)
  • Administration: 109 municipalities
  • Since 1991 independent of the Soviet Union

Source: CIA - The World Factbook 2012 [1]


Icon Money.png Economy

2007 2008 2009 2010 2011 2012* 2013* 2015*
GDP (PPP) in billion US$ 39.1 38.7 32.2 32.4 34.9 36.1 37.6 41.3
GDP development +12.8% -1.1% -16.9% +0.8% +7.7% +3.3% +4.1%
GDP per capita (PPP) in US$ 17,100 17,000 14,200 14,400 15,700 16,200 16,900 18,700
Inflation rate 10.1% 15.3% 3.3% -1.2% 4.2% 2.6% 2.2% 2.2%
Unemployment rate 6.2% 7.8% 17.3% 19.0% 15.6% 15.5% 14.6% 12.0%
*2012, 2013, 2015 data: estimates by IMF, April 2012
  • GDP-composition by sector: services: 74.3% industry: 21.7% agriculture: 4.0%
  • Latvia is a small, open economy with exports contributing significantly to its GDP. Due to its geographical location, transit services are highly-developed, along with timber and wood-processing, agriculture and food products, and manufacturing of machinery and electronic devices. The bulk of the country's economic activity, however, is in the services sector.
  • Import- and export: Most important partners are Lithuania, Estonia, Russia, Germany, Sweden (export), Poland (import)
  • Currency: Lats, it is abbreviated as Ls. The lats is sub-divided into 100 santīmi (pegged to Euro, 1 Euro = Ls 0.702804
  • Income distribution: The Latvian distibution of income is rather imbalanced (below-average)
  • HDI (Human Development Index): Latvia is a „Very High Human Development“ Country (2011: country comparison in the world: 43)
  • Media access: worldwide benchmarking of communication infrastructure: Rank 40

Source: IMF World Economic Outlook Database [3], CIA - The World Factbook 2012 [1], DZT Baltische Staaten 2012 [4], UNDP Human Development Report 2011 [5], ITU International Telecommunication Union [6]


Tourism Demand

Icon Suitcase.png General

  • Travel propensity: 62% of the Latvian travelled at least once in 2011, either for business or private purposes [EU27: 72%]. Note: travelling was defined as spending one night away from home, for private or business purposes.
  • "Private" travel propensity:
42% of the Latvian had travelled – for private reasons – at least once in 2011
  • Travel frequency of the Latvian travellers (private or business):
14% of them made exactly one trip in 2011
11% made two
9% made three
10% four to five
8% six to ten
10% more than ten trips

Source: Flash Eurobarometer 334 (2012) [7]


Icon Plane.png International travel

2004 2005 2006 2007 2008 2009 2010
Number of international trips of the Latvian 1.1 million 1.3 million 1.4 million 1.5 million 1.7 million 1.4 million 1.4 million
  • Holiday/business/VFR: 64% of the 1.4 million international trips in 2010 were holiday, 23% VFR (visiting friends and relatives), 14% business
  • Frequency of international travel: on average, every Latvian (15+ years old) took 0.7 international trips in 2010
  • Regional source markets: 50% of international trips in 2010 originated from the region Riga, 15% from from the region Vidzeme and 13% from the region Latgale
  • Destinations all international trips 2010:
1. other Baltic states (18%; 0.3 million)
2. Germany (15%; 0.2 million)
3. Russia (13%; 0.2 million)
  • Duration of international trips of the Latvian 2010: 7.5 nights
International holiday trips: 7.3 nights
International VFR trips: 9.5 nights
International business trips: 8.1 nights
  • International travel spendings 2010: total 0.7 billion Euro - corresponding to 523 Euro per international trip and 70 Euro per night abroad. Note: including all costs of travel and transport at home and at the destination

Source: IPK International: World Travel Monitor 2010. In: DZT Baltische Staaten 2012 [4]


Icon Info.png Most important holiday information sources

  1. Recommendations of friends, colleagues or relatives 66% [EU27: 52%]
  2. Internet websites 44% [EU27: 40%]
  3. Personal experience 31% [EU27: 32%]
  4. Free catalogue, brochures 12% [EU27: 11%]
  5. Travel/tourist agencies 10% [EU27: 16%]
  6. Newspaper, radio, TV 10% [EU27: 7%]
  7. Paid for guidebooks and magazines 5% [EU27: 7%]
  8. Social media sites 5% [EU27: 5%]
  9. Other 1% [EU27: 2%]

Source: Flash Eurobarometer 334 (2012) [7]


Icon Umbrella.png Holiday travel behaviour 2011

  • Main motivation for going on holidays 2011
  1. Rest/recreation (including Wellness/health treatment) 46% [EU27: 48%]
  2. Visiting friends/relatives 46% [EU27: 28%]
  3. Spending time with your family 21% [EU27: 32%]
  4. City trip 21% [EU27: 16%]
  5. Nature (mountain, lake, landscape etc…) 19% [EU27: 18%]
  6. Sun/beach 13% [EU27: 28%]
  7. Culture/religion 13% [EU27: 14%]
  8. Sports-related (e.g. scuba-diving, cycling etc…) 8% [EU27: 10%]
  9. Other 4% [EU27: 3%]

  • Visited countries for a minimum of 4 nights (at least once in 2011)
  1. Latvia 44% [EU27: 0%]
  2. Germany 17% [EU27: 5%]
  3. UK 17% [EU27: 3%]
  4. Lithuania 10% [EU27: 0%]
  5. Italy 9% [EU27: 9%]
  6. Estonia 8% [EU27: 0%]
  7. Spain 5% [EU27: 11%]
  8. Sweden 5% [EU27: 1%]
  9. France 4% [EU27: 8%]
  10. Czech Republic 4% [EU27: 1%]

  • Methods of arrangement (at least once in 2011)
  1. The internet 52% [EU27: 53%]
  2. Through someone I know 40% [EU27: 22%]
  3. Through a travel agency 18% [EU27: 23%]
  4. Over the phone 16% [EU27: 18%]
  5. On-site (place of holidays) 16% [EU27: 9%]
  6. Over a counter of a transportation company (airline) 5% [EU27: 4%]
  7. Other 8% [EU27: 8%]

  • Type of holiday (at least once in 2011)
  1. Holidays where transport and accomodation are bought separately 36% [EU27: 49%]
  2. Package Tour (transport and accomodation are bought together) 25% [EU27: 23%]
  3. All inclusive holiday 29% [EU27: 27%]

  • Means of transport (at least once in 2011)
  1. Car 73% [EU27: 78%]
  2. Airplane 50% [EU27: 46%]
  3. Bus 48% [EU27: 20%]
  4. Train 27% [EU27: 29%]
  5. Boat 20% [EU27: 14%]

  • Accommodation (at least once in 2011)
  1. In paid accommodation (hotel, rented apartment/house etc…) 40% [EU27: 60%]
  2. At friends or relatives 40% [EU27: 34%]
  3. In own property/second home 30% [EU27: 19%]
  4. On a camping site 7% [EU27: 11%]
  5. In another type of location 10% [EU27: 11%]

Source: Flash Eurobarometer 334 (2012) [7]


Smiley.png Main holiday satisfaction 2011

The displayed figure is the mean of a scale with "1=very satisfied", "2=fairly satisfied", "3=not very satisfied" and "4=not at all satisfied":

- Quality of the accommodation: 1.65; total satisfaction (1+2) 95%
- Natural features (weather conditions, landscape etc.): 1.58; total satisfaction (1+2) 91%
- General level of prices: 2.12; total satisfaction (1+2) 76%
- Activities offered (variety and compehensiveness of the tourist offer): 2.17; total satisfaction (1+2) 76%
- How tourists are welcomed (e.g. child friendliness, customer care etc.): 2.84; total satisfaction (1+2) 88%

Source: Flash Eurobarometer 334 (2012) [7]


Return.jpg Returning factors

  1. The natural features (weather conditions, landscape) 36% [EU27: 50%]
  2. The general level of prices 23% [EU27: 27%]
  3. The activities offered 20% [EU27: 17%]
  4. The quality of accomodation 24% [EU27: 32%]
  5. How tourists are welcomed (e.g. child friendliness) 23% [EU27: 24%]
  6. Other 10% [EU27: 8%]

Source: Flash Eurobarometer 334 (2012) [7]


Strichmaennchen Gluehbirne.jpg Holiday plans 2012

  • Interest in countries in 2012
  1. Latvia 38% [EU 27: 0%]
  2. Sweden 11% [EU27: 1%]
  3. UK 10% [EU27: 3%]
  4. Estonia 7% [EU27: 0%]
  5. Spain 6% [EU27: 10%]
  6. Italy 6% [EU27: 7%]
  7. France 5% [EU27: 6%]
  8. Germany 5% [EU27: 3%]

  • Types of holidays planned in 2012
  1. Holidays between 4 and 13 nights 24% [EU27: 41%]
  2. Short-stay trip (up to 3 nights) 42% [EU27: 27%]
  3. Holidays with more than 13 consecutives nights 10% [EU27: 19%]
  4. No decision yet 13% [EU27: 12%]
  5. No trip at all 17% [EU27: 15%]
  6. Don’t know 1% [EU27: 2%]

  • Influence of economic situation on holiday plans 2012
  1. It has not changed my planned holiday 33% [EU27: 40%]
  2. I will go on holiday but I will spend less 29% [EU27: 22%]
  3. I will go an holiday but for a shorter period 14% [EU27: 12%]
  4. I will go on holiday but I changed my destinations 3% [EU27: 4%]
  5. I will not go on holidays 18% [EU27: 15%]
  6. I didn’t plan my holiday for 2012 5% [EU27: 6%]
  7. I do not go on holidays 0% [EU27: 3%]
  8. Don’t know 4% [EU27: 3%]

Source: Flash Eurobarometer 334 (2012) [7]


Traffic links into the Baltic Sea Region

Icon Airport.png Air

Riga International Airport is Latvia's major airport. Other international airports with connections into the Baltic Sea Region are Liepajas Airport and Ventspils Airport. Please look up the airport links for their current connections into the BSR:

Icon Ferry.png Sea

There are several ferry-connections from Latvia into the Baltic Sea Region, e.g. to Germany, Finland, Sweden and Russia. A current overview of the ferry lines can be found here.

Icon Rail.png Rail

Most important international trains into the Baltic Sea Region depart from Riga, heading e.g. towards Moscow, Saint Petersburg (Russia) or Vilnius (Lithuania). For further information about timetables and prices see Latvian Railways.

Icon Road.png Road

Latvia has a widely branched network of roads, however, high-speed motorways and roads may differ in quality. From Latvia, you can drive to Estonia, Lithuania, Russia and to Belarus. Estonia is located 311 km from Riga, Vilnius, the Lithuanian capital - 290 km. These countries are joined by the road Via Baltica, which is part of the E67 motorway. Please note when going from Latvia to Russia or Belarus by car, you will have to pass customs controls and the crossing of the border may take some time, depending on the customs staff availability. (Russia capital city Moscow is located 929 km away from Riga, while St. Petersburg - 577 km, Belarus capital, Minsk - 480 km)

For further information on roads in Latvia see here.

References

  1. 1.0 1.1 1.2 CIA - The World Factbook, August 2012 [1]
  2. UN Population division 2010 (Medium variant) [2]
  3. IMF (International Monetary Fund): World Economic Outlook Database, April 2012 [3]
  4. 4.0 4.1 Deutsche Zentrale für Tourismus: Marktinformationen Baltische Staaten 2012 [4]
  5. UNDP Human Development Report 2011 [5]
  6. ITU International Telecommunication Union, Measuring the Information Society 2011[6]
  7. 7.0 7.1 7.2 7.3 7.4 7.5 European Commission: Flash Eurobarometer 334, March 2012: Survey on the attitudes of Europeans towards tourism [7]