At a time when overtourism has much of Europe pushing back on visitors, it may come as a surprise that one country actually wants more tourists rather than push them away.
While certain hotspots in places like Spain and the Netherlands claim they’ve stamped too many passports — or are simply becoming pickier about the types of travelers flocking to their beloved hometowns — one of the region’s up-and-coming cities is taking the opposite approach.
There are already numerous gateways into Europe from the U.S., whether it’s household names like Paris, where booking a flight is basically click ’n go, or even lesser-known beauties like Belgrade, Serbia.
But the city we’re talking about has lofty dreams — not only to lure in more travelers, but more airlines and flights too.
It’s a bold ambition, but this corner of the continent is home to some of Europe’s best-kept secrets and rising stars, and this trendy city believes it has what it takes to become the continent’s next big travel hub.
Will Riga Ever Be A Household Name?
Latvia may not usually be on your Bingo card, but this Baltic capital has been trending upwards for years, even being dubbed as the region’s “Paris”.
Brimming with Art Nouveau marvels and sidewalk cafes galore, if you squint you can see it.
Truth be told, locals were a bit brash in my experience, something that Parisians have long been known for too — and may have something to do with Latvia’s dating life crisis that’s made waves recently.
Despite navigating unfriendliness, I gotta say Riga truly is a wondrous city.
It was the place that surprised me most out of 9 countries I had the pleasure of exploring last year, plus it is super safe!
Whether it be digital nomads taking advantage of affordable cost of living or travelers like me who prefer to skirt around the norm in favor of the lesser known, Riga ticks off both boxes seamlessly.
Albeit I did visit during the heart of the holidays when Christmas cheer is practically tangible, permeating through the air.
They have some of the best Christmas markets I’ve ever been to — and I’ve been to some stunners in Munich and Vienna.
But the truth is Riga can be a year-round destination since travelers can justify braving the bitter cold for Riga’s Old World-style Christmas markets, where vendors are draped in oxblood cloaks and feels as if you’ve turned back the clock to the medieval era without being cheesy.
Come late spring and summer, it’s also a beautiful beach destination with nearby coastal havens like Jurmala just a half hour away.
The issue is accessibility.
Americans have to suck up a layover no matter how they get here, but Riga is hoping to lure more travelers via new flights and more connections as there’s arguably no European destination rising higher in the travel ranks than the Baltics.
Riga Is Ready To Be The Baltics’ Top Gateway
Who here thinks Ryanair has the best social media feed out of all airlines?
Cant’ just be me…
If you’ve followed Europe’s most popular airline, which does fly to Riga (RIX), you’ve possibly heard their controversial CEO bemoan the high costs of taxes at certain airports like the UK and Austria.
As we all know, everyone loves a special. That’s the tactic Riga is using to garner more airlines’ attention.
When I visited Riga, I had to fly to Helsinki and work my way down through Estonia.
In fact, Americans cannot fly direct to any of the Baltics: Latvia, Estonia, or Lithuania, making the trip seem more far-flung than it really is.
RIX is offering an enticing incentive program to become the Baltic’s main hub — and not just to solve its aforementioned singles conundrum.
Sorry ladies, I’m taken…
Riga truly wants to welcome tourists with open arms, so you can discover what a magical city it is across the board, where many attractions will have you saying, “wait, this is in Riga?!”.
Riga’s Top Attraction: Europe’s Largest Market
If Riga has one must-visit (assuming you’re not visiting during Christmas), it’s undoubtedly Riga Central Market.
This maze of vendors, both indoor and outdoor, has everything worthwhile under the sun from fresh seafood, imported cheeses, and of course, Latvian staples you have likely never heard of, even for seasoned travelers like myself.
It’s the largest market in Europe, occupying a series of massive old hangars where local life, bold flavors, and the city’s character all collide under one roof.
I was only in Riga a short time, but made time to go back every day for cheap eats, drinks, and road snacks for the next destination.
