A Baltic Treasure Awaits Discovery
Edited by Anna Popper
To enhance Latvia’s visibility and promote its profile as a premier tourist destination, the Embassy of the Republic of Latvia in Hungary, in cooperation with airBaltic, hosted a tourism seminar entitled “Culture and Beauty in Latvia” in Budapest on 2 April 2025. The event, held at the Embassy’s premises, was tailored for Hungarian tourism agencies specializing in the Baltic and Nordic regions, as well as those interested in expanding their offerings. Media representatives were also present.
The event commenced with a warm welcome by His Excellency Jurijs Pogrebņaks, Ambassador of the Republic of Latvia to Hungary. In his engaging presentation, the Ambassador highlighted not only Latvia’s tourism appeal, but also its rich cultural diversity, traditions, and achievements in innovation and technology. He underlined Latvia’s multifaceted tourism potential and showcased its offerings for all interests – from its pristine Baltic coastline to its vibrant cities and rich cultural heritage.
Among the featured destinations was Latvia’s lively capital, Riga, an ancient Hanseatic town founded in 1201. The medieval city centre, with landmarks such as Dome Square and the historic House of the Blackheads, remains a popular draw for international tourists. The Old Town, a UNESCO World Heritage Site, is renowned for its stunning Art Nouveau architecture. With over 800 officially listed buildings, streets like Albert Street, Elisabetes Street, and Strelnieku Street showcase this distinctive style. One of the movement’s most prolific architects was Mikhail Eisenstein, who designed 19 notable buildings in Riga between 1897 and 1911. He was also the father of the renowned film director and theorist Sergey Eisenstein, who was born in Riga.
Remarkably, the city has preserved its entire Art Nouveau quarter, an urban gem unparalleled in its own right. Riga boasts the world’s highest concentration of Art Nouveau architecture – an extraordinary heritage that defies the austere classicism prevalent at the time, making the city a paradise for architecture enthusiasts and cultural travelers alike.
The Ambassador also spoke about Latvia’s culinary heritage, which is deeply rooted in Nordic traditions. Key ingredients such as fish, game, berries, and potatoes form the backbone of Latvian cuisine. The country’s gastronomy is celebrated both locally and internationally, with diverse dining options ranging from cozy cafés to Michelin-starred restaurants. In 2025, the MICHELIN Guide Latvia recognized 31 establishments, solidifying Latvia’s reputation as a gastronomic hub. Riga Central Market, a testament to Latvia’s culinary prowess, is a must-visit, and not just for foodies.
Among the country’s must-see attractions: Jurmala, a charming seaside resort just 25 kilometres from Riga, was highlighted as a top tourist destination. Known for its white sandy beaches, historic wooden villas, relaxing spas, and lush pine forests, Jurmala is a popular wellness and summer resort. Equally captivating is Gauja National Park, often called the “Switzerland of Latvia”. The park’s fairytale castles, dramatic sandstone cliffs, and dense forests make it an ideal place for adventure seekers, with notable landmarks such as the medieval Turaida and Cēsis castles. Other destinations include Kuldīga: A picturesque town known for its charming old town and the Ventas Rumba, Europe’s widest waterfall; Liepāja: A coastal city with a rich musical heritage and the fascinating Karosta district, home to a former naval base turned prison museum; Cēsis: A town in Gauja Valley with 13th-century castle ruins and a vibrant arts scene; Latgale: Known as the “Land of Blue Lakes”, this region is famous for its spiritual heritage, picturesque lakes, and traditional pottery; Sigulda: A destination for outdoor sports and history lovers.
In the cultural part of the event, Ambassador Pogrebņaks highlighted Latvia’s most recent great cinematic success: the Latvian animated film “Flow”. This Oscar-winning film, which won Best Animated Feature at the 97th Academy Awards in 2025, marked the first Latvian film to win an Academy Award. The film’s iconic black cat has since become an unofficial mascot of Riga, a city already known for its whimsical animal statues scattered throughout its streets.
Ambassador Pogrebņaks expressed confidence that the newly forged ties would significantly contribute to enhancing cultural and tourism relations between Latvia and Hungary.
Latvia’s airBaltic Soars Ahead with Innovation and Connectivity
The next speaker was Krisztina Wiener, Sales Manager at airBaltic, who gave an update on the airline’s operations. As the only carrier offering direct flights from Hungary to Riga, airBaltic continues to strengthen the connection between the two nations. She also announced the arrival of airBaltic’s 50th aircraft, featuring a special livery that symbolizes the unity of the three Baltic states – a ladybug for Latvia, a white stork for Lithuania, and a swallow for Estonia. This design embodies the airline’s cultural identity and regional pride.
With a fleet averaging just 4.5 years in age, airBaltic is internationally recognized for its punctuality, modern fleet, and exceptional service. The airline is also pioneering in customer experience, with plans to equip all aircraft with free Starlink high-speed internet by November 2025, providing a more seamless inflight experience for business and leisure travelers.
Founded in 1995, airBaltic operates flights to over 70 destinations in several countries, with hubs in Riga, Tallinn, Vilnius, Tampere, and a seasonal base in Las Palmas.
Latvian Operetta Magic
As part of the event’s cultural program, the internationally acclaimed soprano diva Sonora Vaice, one of Latvia’s leading opera and concert singers, delighted the audience with a mini-concert, showcasing her exceptional vocal range and artistry.
Agija Ozoliņa-Kozlovska, Artistic Director of the Riga Operetta Theatre, introduced the theatre and its celebrated productions, including works by Johann Strauss, Emmerich Kálmán, Franz Lehár, and renowned Latvian composers. She provided insights into the theatre’s dedication to reviving the Latvian operetta tradition, which includes open-air summer festivals, concert versions, and touring performances across the country. While awaiting a permanent venue, the theatre hopes to establish a home in Ogre, just 35 kilometres from Riga. A municipal reconstruction project is already underway.
The 7th International Operetta Festival, organised by the Riga Operetta Theatre, will take place in Ikšķile, Ogre region, from 10 to 16 August 2025. Set against the scenic backdrop of Ikšķile, the event has become a beloved cultural occasion for operetta lovers. Highlights of the 2025 edition include guest artists from Hungary, Switzerland, Italy, and Lithuania, a performance by the Péter Sárik Jazz Trio, and the signature Waltz Night – a memorable evening of elegance and music.
A major feature of the Operetta Theatre will be the Latvian production of Franz Lehár’s Hungarian operetta “Giuditta”, set to premiere on 3 October 2025, in celebration of his 155th birth anniversary. Directed by Gernot Kranner (Austria), with Atvars Lakstīgala conducting, the cast includes Anta Jankovska (soprano) and Marina Zirdziņa (Italy).
Nature’s Touch: Stenders Beauty Products
The event also featured a presentation by Stenders Cosmetics, a Latvian beauty brand known for its high-quality, natural skincare products inspired by Nordic heritage. Founded in 2001, Stenders combines the Nordic mindset with a focus on Me-Time, using natural ingredients to promote relaxation and self-care. The brand is named after Gotthard Friedrich Stender (1714-1796), a prominent Baltic-German figure who authored Latvia’s first encyclopaedia, The Book of High Wisdom of the World and Nature. His legacy continues to inspire the brand’s pursuit of excellence and respect for nature.
Ieva Kellere, the Hungarian representative, highlighted the benefits of Stenders products, particularly amber, a key ingredient found along Latvia’s shores. This fossilized resin is prized for its beauty and golden hues and is used in powder form in luxurious skincare products and artisanal soaps crafted with traditional methods. A video presentation demonstrated the practice of amber collection, which continues to thrive today. Since the Roman times, amber has been believed to have healing properties that promote both physical and mental well-being.
At the conclusion of the event, guests had the opportunity to sample and evaluate Stenders products.
While enjoying a warm and welcoming atmosphere, attendees were treated to a selection of exquisite traditional Latvian dishes thoughtfully prepared by the embassy staff.
The occasion provided participants from Hungary and Latvia with a valuable opportunity to exchange professional insights, explore potential areas for future cooperation, and visit an interesting photo exhibition on the embassy terrace, which showcased colourful Latvian folk traditions.
This well-organised event underscored that Latvia offers an immersive journey through its rich art, cultural heritage, and pristine nature, showcasing the diverse experiences waiting to be explored.
Source: Embassy of Latvia in Budapest
Photos from the Embassy of Latvia in Budapest, Latvia.travel, stenders-cosmetics.com, and DPA
