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Country study

May 2010

Gunita Kakteniece

CALYPSO STUDY ON SOCIAL TOURISM

LATVIA

CALYPSO STUDY ON SOCIAL TOURISM

LATVIA

Revision Final

Date 2010/02/15

Made by Gunita Kakteniece

Checked by HAMS

Approved by National Contact Point

LATVIA

CONTENTS

1. Summary 1

2. Focus on experiences on and mechanisms for

international exchanges 3

3. Analysis of the four target tourism markets 3

3.1 Structures and players 3

3.2 Segmentation profile 5

3.3 Existing support systems and/or mechanisms 7

3.4 Demand drivers 7

4. Analysis of the tourism sector 9

4.1 Market trends 9

4.2 Supply of services 10

4.3 Supply of services from a European point of view 11

4.4 Sustainable tourism aspects 11

4.5 Feasibility of social tourism 12

5. Legislative perspectives 12

6. Development of products for social tourism 13

7. Web portals 13

Annexes

List of interviewees

List of documents

Good practice descriptions

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1. SUMMARY

After collapse of the USSR travelling abroad has become a trend for the inhabitants of Latvia thus boosting up the sector of outgoing tourism. Joining the European Union has stimulated growth of the incoming tourism sector in Latvia and during the period of 2004-2007 the actual statistical data outpaced the prognosis. Tourism industry plays an important role in the Latvian economy. In 2008 it contributed with 17.6% to all services exported from Latvia and constituted 1.5% of the national GDP. Despite this, the balance of tourism related expenses is still negative - the expenses of Latvian inhabitants spent abroad exceed the amount of expenses that foreign tourists spend in Latvia. Economic downsizing during 2009 has downplayed the tourism sector by 40%. During the period of economic development the majority of private tourism operators were focussing on products with high return of profits and social tourism has been left unattended. The activities supporting social tourism in terms of specific policy and funding schemes are also scarce at the state level. So far the activities of social tourism in the country have been implemented by NGOs, local authorities and some entrepreneurs (see section 4.1). There are four groups of stakeholders in Latvia in the field of social tourism – national policy makers, local policy makers, representative organisations of the target groups and tour operators and other representative organisations – all playing an active role in the future development of CALYPSO in the country (see section 3.1). The main characteristics of the four target groups of social tourism in Latvia are as follows (see section 3.2): • Though the age for pension starts at 62 in Latvia, there are approximately 378,000 senior

citizens above the age of 65 in the country1 or 17% of all the inhabitants. Senior citizens are active travellers and constitute 70% of all incoming and outgoing tourists in the country.

• Though the definition young people in Latvia covers all persons in the age of 15-25, there are 419,398 persons in the age of 18-30 in the country or 19% of all inhabitants. Due to the habits of travelling individually and spontaneously, young people as a group of travellers are uncontrollable.

• In Latvia families facing difficult circumstances are known as social risk families. In Riga there are 3063 families and a total of 10,846 persons, though in general the statistical data on this target group in Latvia are very scarce.

• Disabled persons or persons receiving disability pension in Latvia are 67,400 or 3% of all inhabitants.

The main travelling preferences for each target group can be summarised as follows (see section 3.4): • The most popular destinations for senior citizens are the ones that can be reached by bus,

e.g., the European countries. Senior travellers are very demanding and keen to see every spot at the travel destination.

• The most popular destinations that are demanded from tour operators by young people are “the near exotic countries”, .e.g. Egypt. The choice of activities at the destination depends on individual interests and availability of such activities at the destination.

• Families facing difficult circumstances are interested in the same destinations that are popular also for “normal” families with children, i.e. Aquaparks, Planet Goa and other.

• Disabled persons are interested in visiting general tourism spots though the choice is nominated depending on accessibility of tourism objects.

Senior citizens and disabled persons prefer travelling during high season, families prefer school holidays, whereas for young people seasonality aspects are not important (see section 3.4).

1 National Statistics on the persons receiving old-age pension

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No special support systems have been designed for any of the four target groups in the country at the national level. The only initiatives have been taken by municipalities or on voluntary basis by NGOs representing the specific target group or by private tour operators (see section 3.3). Most of the supply services have not been specifically designed for the target groups of social tourism, although they are able to meet their requirements (see section 4.2).

There have been three kinds of interesting experiences that have been identified in Latvia (see section 2 and annex): • international exchanges have been organised by senior citizens themselves with the support

from an NGO and a private tour operator; • following its own initiative a private tour operator has tailored three of its tour packages to

the needs of low-income families; • municipality has organised a local trip to countryside for children from families facing difficult

circumstances that besides leisure also had the purpose of social rehabilitation.

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2. FOCUS ON EXPERIENCES ON AND MECHANISMS FOR

INTERNATIONAL EXCHANGES

There have been three kinds of interesting experiences that have been identified in Latvia - all of them having potential for transferability to the European level. Firstly, the initiative of organising international exchanges has been taken by the representatives of the target group with a support from their representative non-governmental organisation and a tour operator. Namely, senior citizens from the relatively small town in Latvia are initiating and organising group travels by bus to their selected European destinations themselves. The NGO is assisting them with some organisational aspects, as well as offers a self-help scheme for accumulation of private funds for the purpose of travelling. The tour operator that over the years has become a stable cooperation partner assists with making the travel itinerary and rents the transport. Since organised independently, the costs for such trips are lower than an average in the market and therefore are affordable to participants. For more information please refer to the good practice example “Holidays for senior citizens from Latvia to their selected European destinations” attached to this country profile. Secondly, following its own initiative a private tour operator has tailored its tour packages to the needs of social tourism. Namely, three travel packages - to the Czech Republic, Slovakia and Hungary - have been redesigned to match the needs of families with children having low income. The proposed itinerary was tailored to the interests of both children and their parents. The trip was planned a bit shorter than usually to make it bearable for children and cheaper. The price for the trip was made equal to its actual costs thus making it affordable to low-income families. The trips were organised during high season and did not bring any profit to the tour company. This activity has been used as a marketing tool for presenting this tour operator as a socially responsible actor. For more information please refer to the good practice example “Holidays for Latvian low-income families to Czech Republic, Slovakia and Hungary” attached to this country profile. Thirdly, a locally based activity related to social tourism has been initiated and financially supported by a municipality. Namely, Riga City Council has organised a hike in the countryside for children from Day centres for Families with Children in Riga providing food and the other necessary equipment. Besides of having fun, the activity also had the purpose of social rehabilitation, i.e., it involved physical exercises with overcoming some difficulties that helps these children to comply with specific psychosocial needs. For more information please refer to the good practice example “Hike along the river in Latvia for children from families facing difficult circumstances” attached to this country profile.

3. ANALYSIS OF THE FOUR TARGET TOURISM MARKETS

3.1 Structures and players

There are four groups of stakeholders in Latvia in the field of social tourism that would also be relevant for the future development of CALYPSO in the country. Successful development of social tourism in Latvia fully depends on the activity of all representatives of these groups and their ability of mutual cooperation. 1) National policy makers

Ministry of Economy of the Republic of Latvia is the ministry responsible for making and implementing national policy on development of the tourism sector in the country. Therefore, it would be feasibility if the ministry would play the key role in the implementation of CALYPSO

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project in Latvia. So far the only activity implemented by the ministry in the field of social tourism has been participation in the project “AGORA – Network for Sustainable Development of Tourism in the Baltic Sea Region” funded by the Baltic Sea Region Interreg IIIB programme. The Ministry of Economy has been one of 44 other partners in this project along with five partners (NGOs) participating in the project from Latvia. In 2007 in the field of social tourism this project resulted in the research “Tourism for All” that provided an analysis of the political and legal environment and recommendations for development of social tourism. So far these recommendations have not been implemented yet. Latvian Tourism Development Agency is a subordinate institution to the Ministry of Economy. The Agency implements national tourism policy and through its marketing activities stimulates development of tourism as an economic sector in the country. The Agency has not been involved in any activities directly linked with social tourism. In 2009 it has initiated a project in the field of social tourism though it did not materialise due to the lack of funding. The interest and motivation in playing an active role in the development of social tourism in Latvia is high though it is subject to availability of funding. 2) Local policy makers The role of local authorities in Latvia in relation to social tourism is twofold: • Firstly, they are responsible for local policy-making in the development of tourism within their

territory that includes implementation of the policy and provision of financial support to adjustment and maintenance of the public tourism infrastructure. Most of local authorities also host their Tourism information centres.

• Secondly, they have direct responsibility for the well-being of the four target groups, i.e. senior citizens, young people, families facing difficult social circumstances and adults with disabilities.

3) Representative organisations of the target groups

NGO “Baltā māja” (White House) – the representative organisation of senior citizens – contributes to social integration of persons into society. For promotion of social tourism it offers instruments for self-help assisting persons with planning of and preparation for tourism trips including accumulation of their private funds for the purpose of travelling. NGO Latvian Youth Council is the key representative organisation of young people in Latvia. It combines 51 NGOs in Latvia working with children and young people and acts as a platform for representing their interests and exchange of information. The Council is highly motivated to support development of social tourism with the help of its member organisations. NGO AEGEE Riga (Association des Etats Généraux des Etudiants de l`Europe or European Student Forum) is the member organisation of the international student representative organisation AEGEE that is active in 42 countries and has 17,000 members. The key activity of AEGEE in promotion of social tourism is mobility of students in the higher education. AEGEE provides young people with a platform for exchange of information for travelling for free or with limited financial resources. NGO Creative association “Trepes” (Stairs) works with the families facing difficult social circumstances. Based on the wishes of children coming from such families it organises tourism trips for them by attracting the necessary funding in the form of donations or directly from businesses and municipalities.

Cooperation Organisation for Persons with Special Needs in Latvia “Sustento” is an umbrella organisation combining 29 NGOs and 40,000 persons. It gathers information on tourism objects in Latvia and analyses their accessibility for disabled persons, as well as provides consultations for travelling options for its clients. 4) Tour operators and other representative organisations

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Tour operators still play an important role in Latvia for organising both incoming and outgoing tourism, though at the moment only a very few of them are directly involved in social tourism. Among those, “IMPRO ceļojumi” (IMPRO Travels) Ltd can be named as a pioneer for promoting social tourism, namely, it works with senior citizens, who constitute 20% of its clients, as well as it organises travels for low-income families. Organisations representing suppliers of tourism services are among the key stakeholders in the country on the supply side for both the regional (within Latvia) and incoming tourism. Among those the strongest associations to mention are (1) “Lauku ceļotājs” (Countryside Traveller) - a professional rural tourism association combining 300 members – owners of rural accommodations all over Latvia and (2) Latvijas viesnīcu un restorānu asociācija (Association of Hotels and Restaurants of Latvia) which brings together hotels, guest houses, motels and restaurants to professional cooperation.

3.2 Segmentation profile

Senior citizens

User profile (socio-

economic profile, travel

habit demographics)

Though in Latvia the age for pension starts from 62, according to the National Statistics there are approximately 378,000 inhabitants above the age of 65 in Latvia2 or 17% of all the inhabitants. The average income for senior citizens is 233 EUR/month that is equivalent to the average amount of pension in Latvia constituting 46.6% of the average salary in the country (498 EUR). According to the data given by the tour operators, senior citizens constitute 30% of all incoming and outgoing tourists in the country. In 2008 this would constitute a total of 165,634 incoming and 334,808 outgoing tourists3. No other additional data and studies are available on this target group in Latvia.

Organisation

responsible for support

• Ministry of Welfare of the Republic of Latvia is responsible for making the national policy and its legal framework.

• State Social Insurance Agency is responsible for calculation and payment of pensions.

• Local authorities are responsible for social services and support. However, due to lack of united national criteria the provided services and financial support differs from one municipality to other, and it very much depends on the municipality’s own initiative.

Duration of stay Average 3-4 days

Main holiday

destinations

European countries since most of travelling is organised by bus

Average spending

during holidays per

year

500 EUR

Holiday participation

statistics

Data not available

Barriers and reasons

for non-participation

• Health problems • Language barriers – usually solved through travelling in a group

and using services of a tour guide • Lack of funding

2 National Statistics on the persons receiving old-age pension 3 Data for 2008 issued by the National Statistics Bureau

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Young people



habit demographics)

The definition young people covers in Latvia all persons in the age of 15-25. According to the EU definition there are 419,398 persons in the age of 18-30 in Latvia or 19% of all inhabitants of the country. Due to the habits of travelling individually and spontaneously, young people as a group of travellers is uncontrollable and therefore, no data on their travel demographics are available in Latvia.

Organisation


• Ministry of Science and Education of the Republic of Latvia, namely its Department of Youth Policy is responsible for making and implementing of the national policy.

• NGO Latvian Youth Council as an umbrella organisation of 51 NGO representing children and young people acts as platform for representing of interests and exchange of information.

• AEGEE Riga being a member international student representative organisation AEGEE by providing a platform for exchange of information on cheap travel opportunities makes the social tourism accessible to its target group.

Duration of stay 7–10 days

Main holiday

destinations

Armenia, Azerbaijan, Albania, Georgia, Moldova and Rumania. Italy and Spain is popular for studying languages.

Average spending

during holidays per

year

Below 500 EUR, starting from the trips with all costs covered up to financing 30% of the total travel costs


statistics

Data not available



Lack of free time – most of young people are combining studies with work

Families facing difficult circumstances



habit demographics)

In Latvia families facing difficult circumstances are known as social risk families. In Riga there are 3063 families or 1% of all families residing in Riga and a total of 10,846 persons or 1.5% of all inhabitants of Riga. In general the statistical data on this target group in Latvia are very scarce.

Organisation


Ministry of Welfare of the Republic of Latvia is responsible for making the national policy and its legal framework.

Duration of stay For organised trips usually 1-3 days

Main holiday

destinations

Regional tourism (within Latvia), Riga

Average spending

during holidays per

year

Data not available

Holiday participation Data not available

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statistics



Lack of funding

Adults with disabilities



habit demographics)

There are 67 400 persons receiving disability pension in Latvia or 3% of all inhabitants. In 2008 the average disability pension in Latvia has been 177.72 EUR or 36% of the average salary in the country. Other statistical data on this target and their travel habits are scarce.

Organisation


Ministry of Welfare of the Republic of Latvia is responsible for making the national policy and its legal framework.

Duration of stay 3-4 days4

Main holiday

destinations

Tourism objects in Latvia that are accessible by a wheelchair

Average spending

during holidays per

year

550 EUR5


statistics

Disabled persons constitute less than 1% of all travellers6



• Accessibility of tourism objects and other related tourism infrastructure (e.g., hotels, restaurants, etc.)

• Lack of funding

3.3 Existing support systems and/or mechanisms

No special funding has been made available for any of the four target groups at the national level. The only initiatives have been taken by municipalities or on voluntary basis by NGOs representing the specific target group or by private tour operators. These are: • For senior citizens their representative NGO “Baltā māja” (White House) offers self-help

instruments assisting persons with planning of and preparation for tourism trips including accumulation of their private funds for the purpose of travelling.

• For young people information on travel possibilities in the framework of EU funded programmes is made available offering travel opportunities that are free of charge or payment constitutes 30% of the travel costs. In addition, International Student Identity Card (ISIC) and Euro 26 (Hostelling card) offering their discount programmes operates as a successful marketing instrument to stimulate social tourism.

• For families facing difficult social circumstances trips are organised by municipalities or NGOs that raise the necessary funding from donations, businesses and municipalities.

• For adults with disabilities NGOs provide assistance in planning the trips at a certain fee. Riga City Council offers the services of a special transport to the disabled persons residing in Riga that are free of charge to a certain amount per year. This can also be used for the purposes of regional tourism within Latvia.

3.4 Demand drivers

Senior citizens

4 Data provided by tour operators during the interviews 5 Data provided by tour operators during the interviews 6 Data provided by tour operators during the interviews

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Constraints • Health problems especially if these concern any planned operations (the average life expectancy in Latvia is the age of 72)

• Language barriers concerning both incoming and outgoing tourism, e.g. only 5% of all tourism objects in the region of Latgale in Latvia provide the necessary information in English or German.

Needs and expectations

in terms of destination

• The most popular destinations are the ones that can be reached by bus, e.g. the European countries. Other destinations reachable by plane or cruise ships are too pricy.

• Senior travellers are very demanding and keen to see every spot at the travel destination.

Types of

accommodation

Modest – the most important requirements are a bed and a shower.

Activities • Leisure activities, e.g., hiking. • The main interest is the nature.

Specific equipment Not required

Sensitivity to price Price is not the dominating factor.

Seasonality aspects The most popular time for travelling is from March to September. Young people

Constraints Lack of funds and time (most of young people combine studies with work)



The most popular destinations that are demanded from tour operators are “the near exotic countries”, .e.g., Egypt.

Types of

accommodation

Modest

Activities Very individual choice that strongly depends on interests and availability of such activities at the destination, e.g., surfing, kite boarding and snowboarding.

Specific equipment Not required


Seasonality aspects Not important – though students have their official holidays from universities during Christmas and summer.

Families facing difficult circumstances

Constraints Lack of funding



• Are interested in the same destinations that are popular also for other families with children, i.e., Aquaparks, Planet Goa and other.

• Many do not dream about European destinations since many children from families facing difficult circumstances residing in rural areas have not even visited the national capital city Riga.

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Types of

accommodation

• Feel comfortable also with staying at the premises of boarding schools.

• The level of hostels is absolutely satisfactory.

Activities Activities linked to amusement and pleasure for children, e.g., aquaparks and amusement parks.

Specific equipment Due to lack of funding many families lack the necessary equipment, e.g., swimming suits, slippers and pocket money.

Sensitivity to price Are dependent on external financial support

Seasonality aspects School holidays are the most popular time for travelling.

Adults with disabilities

Constraints Accessibility of tourism objects



Depends on their accessibility

Types of

accommodation

Mainly 4-5 start hotels since only these offer suitable infrastructure for accessibility

Activities Visiting of general tourism spots

Specific equipment Normally has their own specific equipment and also attendant.


Seasonality aspects The accessibility of many tourism objects is better in summer than in winter months – this mainly dictates the seasonality.

4. ANALYSIS OF THE TOURISM SECTOR

4.1 Market trends

After collapse of the USSR at the beginning of 1990s, travelling abroad has become a trend for the inhabitants of Latvia thus boosting up the sector of outgoing tourism. For example, young people in the age of 15-24 constituted 7.6% from all outgoing persons in 2000 and this figure rose to 16.7% in 2008, whereas senior citizens in the age above 65 constituted 2.8% in 2000 and 2.2% in 20087. Joining the European Union has stimulated growth of the incoming tourism sector in Latvia considerably. For example, during the period of 2004-2007, annual income from foreign tourists has been increasing by 28% each year exceeding the prognosis of 15%, set by the Latvian Tourism Development Guidelines. Similarly, the number of incoming tourists has been increasing in average of 20.7% annually, versus the foreseen 10%. This has led to an increase in the number of persons employed in the tourism sector, exceeding the foreseen annual growth during 2004-2007 for 500 persons each year.8

7 Data of the Central Statistics Bureau of the Republic of Latvia 8 Evaluation of Latvia Tourism Development Policy (2004-2008), Ministry of Economy of the Republic of Latvia

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The tourism industry plays an important role in the Latvian economy. In 2008 it contributed with 17.6% to all services exported from Latvia and constituted 1.5% of the national GDP. Despite the above mentioned positive tendencies, the balance of tourism related expenses is still negative, i.e., the expenses of Latvian inhabitants spent abroad exceed the amount of expenses that tourists from abroad spend in Latvia for 259 million EUR.9 Economic downsizing during 2009 has influenced the tourism sector considerably and downplayed it to 40%. It has also changed the behaviour of Latvian citizens – many now prefer travelling to the neighbouring countries, e.g., Lithuania and Estonia instead of choosing a travel destination in other European countries or beyond.. During the period of economic development, the majority of private tourism operators were focussing on products with high return of profits, where social tourism has been left unattended. Now many of them are struggling for their survival and even if interested would not be able to offer products for social tourism without external financial assistant. The activities supporting social tourism in terms of specific policy and funding schemes are scarce also at the state level. So far the activities of social tourism in the country have been implemented by NGOs, local authorities and some entrepreneurs based on their own initiatives. There is also room for improvement in the variety of social tourism products in the country. The Basic Principles for Tourism Development in Latvia for 2009-2015 set out the principles of sustainable development and equal accessibility as its priorities for the future. The policy aims at the development of sustainable and high quality Latvian tourism products and services, as well as positions Latvia as the main tourism destination in the Baltic Sea Region. Implementation of aims and priorities will very much depend on the political will and available resources for both the development of tourism in the country and its successful marketing abroad.

4.2 Supply of services

The tourism services in terms of transportation, accommodation and catering are well developed in Latvia. Firstly, Riga International Airport has been developing fast over the past years offering direct air connections to most of the largest cities in Europe, Newly Independent States (countries of ex-Soviet Union) and the Middle East. There are good international bus connections with the neighbouring countries such as Estonia, Lithuania, Russian Federation, Belarus and Ukraine. Ferry lines operate connecting Latvia to other countries in the Baltic Sea Region. There is also a wide variety of accommodation offered to visitors in Latvia, starting from five star hotels in Riga up to hostel type of accommodation in the largest cities and more simple bed and breakfast type of accommodation at the farm houses in the rural areas of Latvia. Similar range of offers is also available for catering starting with top end culinary masterpieces up to simple traditional food. The most popular tourism services offered in Latvia include: • Short 1-2 day tours organised by tour operators to specific destinations and tourism spots in

Latvia and longer tours to various destinations in Europe and beyond; • Rural tourism offering stay and activities at farm houses. These are especially popular during

the warm season of the year; • Nature tourism offering camping, boating and cycling in rather remote and relatively

untouched areas, as well as relaxation on the beaches of the Gulf of Riga and the Baltic Sea in the coastal area of Latvia;

• Health tourism offering relaxation and improvement of health though sanatorium treatment and spas;

• Various culture events, e.g. music festivals and outdoor sports events organised during the summer months.

9 Overview of the Tourism Development in Latvia in 2008, Ministry of Economy of the Republic of Latvia

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Most of the above mentioned services have not been specifically designed for the target groups of social tourism, although they are able to meet their requirements, namely, • Senior citizens prefer travelling in groups and would therefore choose the tours organised by

tour operators either within Latvia or for travelling abroad or would prefer health treatment in a sanatorium;

• In principle, all of the above mentioned services would be suitable for families facing difficult circumstances though their participation will mainly depend on availability of these services at low cost or free of charge. Free entrance for representatives of this target group is already offered by many tourism spots in Latvia;

• Young persons would mainly choose culture events and nature tourism that do not require much financial resources;

• Adult disabled persons would choose tours that can provide the required accessibility to tourism spots, hotels, etc, and health tourism with same requirement for accessibility. Though 70% of the tourism related infrastructure in Latvia is not accessible for these persons.

4.3 Supply of services from a European point of view

Most of the above mentioned services would also be available and suitable for European population from all target groups. Whereas airlines, international bus connections, ferry lines for transportation, various types of hotels for accommodation, restaurants and cafes for catering, and sanatoriums and spas for health tourism would be more suitable for individual travellers, the organised incoming tours would be selected by persons preferring travelling in groups. The preferences of the tourism services for each target group from European countries would be similar to the ones of the same target groups in Latvia. Therefore, (1) the most popular tourism service for young persons during peak season would be either nature tourism, e.g. canoeing that in the Latvian rivers has become a popular leisure activity for young people from Estonia or culture events, e.g. some of yearly music festivals have become popular also for young people from Estonia and Lithuania, and (2) the most popular tourism service for senior citizens during off-season would be health tourism, e.g. staying at sanatoriums at the beach town of Jurmala having old traditions of good health treatment has been popular for senior citizens from the Russian Federation, when during the off-season the same amount of services are available for lower price than during the peak season. All the above-mentioned tourism services are provided by private operators, though their adaptability to social tourism would be specifically required for two out of the four target groups, namely, • for families facing difficult circumstances it would require considerable reductions in price

and/or availability of external support funding; • for disabled persons it would require to adapt the existing infrastructure to make the object

accessible for persons with physical limitations (at the moment 70% of the infrastructure objects are not accessible for these persons) and the visual material at tourism spots and museums to offer the information in the form of alternative simulation for sensors other than vision for persons with limited eye sight.

4.4 Sustainable tourism aspects

Experiences promoting responsible behaviour of tourists in Latvia has mainly concerned rural and nature tourism, i.e. tourism activities outside big cities. Firstly, since 2004 the Green Certificate, which is the national quality sign of environment, has been introduced for tourism accommodations in rural areas and small towns. The Green Certificate has become a member of European association of Ecocertificates “VISIT” and its criteria are similar to the criteria set out by European Eco-Agro tourism association “ECEAT” to green farms. The Green Certificate is optional and it sets out a total of 85 criteria. At the moment 10% of all rural tourism objects in Latvia bear the certificate. One of their duties is to elaborate a

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special plan of measures they will be taking to protect the environment and once a year they are asked to measure fulfilment of environmental indicators in four categories of resources – electricity, fuel, water and waste. Secondly, since 2006 criteria for sustainable tourism have also been introduced to tourism accommodations in rural areas and small towns. These foresee availability of information on the nearby nature and culture objects, as well as biological farms, and on what can and cannot be done for the protection of environment in the surrounding areas, including for example the following: use of environmentally friendly building material during construction and renovation works; not to use disposable dishes and other items; making environmental assessment on the impact caused by the farm, etc. At the moment 10% of all rural tourism objects in Latvia operate in accordance with the criteria of sustainable tourism. Thirdly, since local authorities bear the responsibility for the development of the tourism spots within their administrative territory, in the framework of available funding resources they improve and maintain the necessary infrastructure, e.g. access roads, toilets, waste bins, etc.

4.5 Feasibility of social tourism

Though social tourism has not been very well known among tourism industry representatives and developed in Latvia so far, the interviewees clearly indicated their interest and its development perspective. For private tour operators these interviews opened a new point of view on how to look at the clients and divide them into target audiences, as well as adapting tourism products for their specific needs. The existing barriers for development of social tourism in Latvia firstly concern lack of concrete policy, guidelines for its implementation and the political will, secondly, the lack of financial support mechanisms at the national level, thirdly, sufficient information on possibilities that social tourism can provide to both the tourism industry and the four target groups and fourthly, an adequate infrastructure for accessibility of tourism objects including roads (the existing road infrastructure and distances require spending a lot of time for transportation). The necessary support for implementation of a programme for social tourism in Latvia would require financial support including development of appropriate stimulating mechanisms for private tourism operators, know-how on development and implementation of programmes for social tourism, information campaign to wider public explaining the idea of social tourism and investments in adapting the existing infrastructure for the needs of the target groups, mainly, for making them accessible for disabled persons.

5. LEGISLATIVE PERSPECTIVES

In general, the legislation in Latvia does not provide any limitations to the development of social tourism services and support. At the same time there are no legal acts that would particularly stimulate its development. Even though the legislation concerning building foresees that objects have to be accessible also by disabled persons, in practise in most cases this norm has not been properly observed and the object does not provide the necessary functions thus keeping it only for formal rather than practical aspects. Some shortcomings have also been observed in the legislation for sponsorship and donations that restrict the use of these funds for the purposes of rehabilitation and recreation of disabled persons thus stimulating development of health tourism.

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6. DEVELOPMENT OF PRODUCTS FOR SOCIAL TOURISM

The main potential that Latvia has for development of social tourism is as follows: • the natural resources and the existing infrastructure that has been developed for nature,

rural and health tourism; • strong and active non-governmental sector representing the target groups; • private tour operators that have interest in tailoring their products to the needs of social

tourism. The idea of social tourism is also strongly supported by the national policy makers whose actions in the field have been limited due to financial constraints that have resulted from consolidation of expenses from the state budget in 2008 and 2009. As a result of the economic downsizing in 2008 and 2009 and the fact that in January 2010 the unemployment rate in Latvia reached 16.6%, the number of families facing difficult circumstances will increase considerably. At the moment it is the most fragile of all four target groups of the social tourism in Latvia that also has the weakest representation in the non-governmental sector. Since these families have very scarce financial resources that hardly cover their basic living costs, travelling is not included in their survival kit. Therefore, tourism for this target group fully depends on sponsored trips initiated by municipal social services, NGOs or private businesses that due to economic downsizing also have less available free financial resources. Therefore, families with difficult circumstances will become the biggest challenge in the future indicating the gap between demand and supply. During the years of economic growth most private tour operators were focussing on development of tourism products with high profit return leaving their possible actions towards development of specific packages for social tourism aside. As a result, tourism products that are tailored to the specific needs of the four target groups have a large room for improvement. Taking into account that many tour operators have shown their interest in social tourism, it is expected that this market will also develop. Investments in adaptation of the existing infrastructure to the needs of the target groups has low rate of return. For example, if making the infrastructure accessible to a disabled person would cost 30% of all the construction costs, the return in profit would bring only 10%. Therefore, this is another challenge with respect to growth. Successful development of Calypso in the country will depend on the available financial resources and the political will. It has been recommended by the national stakeholders that social tourism has to be introduced as a part of the social services that are provided to the target groups by local authorities.

7. WEB PORTALS

The following web portals having potential to be used as a tool to facilitate exchanges of social tourism have been identified: • www.latviatourism.lv – the official Latvia tourism portal providing information on the tourism

sights and activities in the country, transport, etc; • www.liveriga.lv – a web portal providing information on the tourism sights, events and

accommodation in the capital city - Riga; • www.celotajs.lv – a web portal providing information on sights, tours and accommodation in

the rural areas and small towns in Latvia, includes on-line booking facility; • www.lidot.lv – an on-line booking portal for plane tickets, accommodation, tours and

excursions, ticket to events, etc; • www.jaunatne.gov.lv – the website of Agency for International Programmes for Youth that is

responsible for administration of EU funded programmes to support various activities of

LATVIA

14

young people. It offers link to Eurodesk - European Commission information network for youth linking 29 European countries. Eurodesk answers to questions about Europe including how and where to study, work, live and travel in Europe;

• www.accessiblelatvia.lv – a web portal on travelling opportunities including tourism sights, accommodation and transport for disabled persons in Latvia.

1-1

ANNEXES

1-2

LIST OF INTERVIEWEES Name of the

interviewee

Position Organisation Type of

organisation

Interview date

Ģirts Mazais Business manager

Latvian Tourism Development Agency

Public authority 28.01. 2010

Ilze Jankava Senior expert Ministry of Economy of the Republic of Latvia


Svetlana Čistjakova Social worker

Riga City Social Service


Uldis Neimanis Technical assistant

Sustento NGO 28.01. 2010

Arta Mende Head of Sales department

IMPRO Ceļojumi (Impro Travels)

Private tour operator

29.01. 2010

Aigars Smiltāns Independent tourism consultant

n/a Private tour operator

01.02. 2010

Irma Gruzberga Expert

Tourism Information Centre of Sigulda Region


Ramona Liepiņa Member Creative Youth association "Trepes" (Stairs)

NGO 01.02. 2010

Asnāte Ziemele President Lauku ceļotājs (Countryside Traveller)

NGO 02.02. 2010

Gundega Klauža Chief expert Welfare Department of Riga City Council


Ilze Neimane Project manager Sustento NGO 02.02. 2010 Veneranda Caune Member

Baltā māja (White House)

NGO 02.02. 2010

Alma Mozgovoja Coordinator of voluntary activities

AEGEE Riga NGO 03.02. 2010

Kaspars Apse Member of the Board

Averoja Private tour operator

03.02. 2010

Laura Zvejniece Chairperson The National Youth Council of Latvia

NGO 03.02. 2010

Ilze Stabulniece Chairperson of the Board

Tourism Association of Latgale Region "Ezerzeme" (Land of Lakes)

NGO 04.02. 2010

Armands Muižnieks

Chairperson of the Board

Association of Youth Tourism Hostels of Latvia

NGO 05.02. 2010

Iveta Ose Marketing manager

Hotel Baltvilla Private tour operator

05.02. 2010

Sanita Rugina Member of the Board Kolumbs

Private tour operator 05.02. 2010

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LIST OF DOCUMENTS • Central Statistics Bureau of the Republic of Latvia, namely data on Tourism and Demography,

http://www.csb.gov.lv/csp/content/?cat=355; • Presentation material of the Research “Tourism for all”, research done in Latvian at Vidzeme

High School by Dace Aizstrauta, Lelde Vaivode and Santa Ozoliņa under supervision of Mg.sc.soc. Dace Jansone at Valmiera, 2007;

• Evaluation of Latvia Tourism Development Policy (2004-2008), Ministry of Economy of the Republic of Latvia;

• Overview of Tourism Development in Latvia in 2008, Ministry of Economy of the Republic of Latvia;

• Basic Principles for Tourism Development in Latvia for 2009-2015, Ministry of Economy of the Republic of Latvia;

• Research “Sustainable Development of Rural Tourism in Latvia”, 2004, Association of Rural Tourism in Latvia “Lauku ceļotājs” (Countryside Traveller).

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GOOD PRACTICE DESCRIPTIONS

Holidays for senior citizens from Latvia to their selected European destinations

Name of expert

conducting research

Gunita Kakteniece

Country Latvia

Respondents/informants NGO “Balta maja” (White Hours) Ms. Veneranda Caune

Target group involved

Senior citizens above the age of 62 from Livani municipality

Description of exchange Since 2001, following their own initiative senior citizens from Livani municipality organise tours for themselves to their selected destinations in Europe. As a result trips to Czech Republic, Croatia, Norway and Scotland have been organised involving approximately 100 participants. The average duration of a trip varies from 12 to 14 days. Trips have been organised during the peak season, i.e., from March to September. Participation in the trips is open to anybody who is interested and is able to accumulate the necessary funding. Planning of the next trip is started right after coming back home from the previous one when the next destination is selected, the plan for accumulation of the necessary funding started and other organisational arrangements launched.

Handling of target group

needs

Firstly, the trip has relatively low costs because it is organised by the travellers themselves, secondly, the necessary funding is available as a result of careful financial planning including regular and timely payments, and, thirdly, social needs are met by travelling in a group.

Description of support

mechanisms

Involved three parties: (1) persons participating in the trip, (2) NGO White House as support for organisational aspects and assisting in accumulation of funds, and (3) the tour operator “Relax tour” that has become a stable cooperation partner.

Description of funding

mechanisms

Subsidy Mechanism - state/public

N/A

Own contribution - from participants

100%

Other funding -not state/public

In kind

contribution by NGO in terms of organisational

aspects

Lessons learned Everything is possible with having strong motivation, initiative, the necessary support and stable cooperation partners. This practice can be transferred to the European/Calypso level as a know-how and best practice.

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Hike along the river in Latvia for children from families facing difficult circumstances

Name of expert

conducting research

Gunita Kakteniece

Country Latvia

Respondents/informants

Riga City Council, Welfare Department, Sector of social services for families and children Ms. Gundega Klauža


Families facing difficult circumstances, namely, children form these families

Description of exchange At the end of 2009 a one-day leisure activity – hiking along the river Daugava in Latvia has been organised for 15 children from Riga coming from families facing difficult circumstances. This activity has been initiated by the Centre for Prevention of Addiction that is subordinated to the Welfare Department of Riga City Council. The trip has been organised on a free day and involved children from the Day Centres for families with children of Riga City Council Social Services.


needs

The activity involved physical exercises with overcoming some difficulties that fosters compliance with specific psychosocial needs. Meals and other means necessary for the activity were provided.


mechanisms

The activity was initiated by the Centre for Prevention of Addiction, organised by Welfare Department of Riga City Council and funded by Riga City Council.


mechanisms


100% municipal

funding


N/A

Other funding - not state/public

N/A

Lessons learned Social tourism firstly is used as an instrument for social work, namely, it stimulates improvement of social competencies of these children, and secondly it contributes to the therapy of movement. This practice can be transferred to the European/Calypso level as know-how and can be easily adapted to various local conditions.

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Holidays for Latvian low-income families to Czech Republic, Slovakia and Hungary

Name of expert

conducting research

Gunita Kakteniece

Country Latvia Respondents/informants

Tourism company “IMPRO CEĻOJUMI” (Impro Travels) Ltd. Ms. Arta Mende


Families with children facing difficult circumstances, namely, with having a limited income

Description of exchange Three travel packages - to the Czech Republic, Slovakia and Hungary - have been offered to families with low income. These have been initiated and specifically tailored for this target group in terms of price by the private tour company Impro Travels in 2008 and offered in summer and during other school holidays. The tour operator did not profit from organising these tours, whereas it positioned itself as an affordable and socially active tour operator. A total of 20 three to six day trips were organised involving 350 families and a total of 800 persons. The trips were organised during the peak season and they were open to all families that were interested in low budget travels for families.


needs

• The proposed itinerary was tailored to the interests of both children and their parents;

• The trip was planned a bit shorter than usual to make it cheaper and bearable for children;

• The price for the trip was made equal to its actual costs thus making it affordable for low-income families.


mechanisms

Organisation of these trips has been solely the initiative of Impro Travels and did not involve any state or other public funding. The tourism product did not bring any profit to the company. It can be considered as a good marketing tool for communicating the image of socially responsible tour operator instead.


mechanisms


N/A


Participants covered alternate expenses of

the tour packages

Other funding - not state/public

The company covered

all the fixed costs

Lessons learned Private initiatives play an important role in stimulating social tourism and therefore need to be encouraged. Good example of the supply matching the demand. This initiative can definitely be transferred to European/Calypso level. It would require initiative of the tour operators and strong motivation for organising tours without any profit. In principle, this margin can be subsidised by other public – state, municipal or EU funding although might be a subject of the conflict of interest.

calypso study on social tourism latvia - setesete.gr/_fileuploads/entries/online...

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