On October 28th, 2009, foundation Riga Tourism Development Bureau (Rīgas tūrisma attīstības birojs – RTAB) was registered with the Register of Enterprises of the Republic of Latvia, by its founders – Riga City Council, national airline airBaltic, the Latvian Hotel and Restaurant Association (LVRA), and the Latvian Travel Agents’ Association (ALTA). RTAB will be engaged in tourism promotion and popularisation of tourism opportunities in Riga.
On November 2nd, RTAB founders’ meeting will convene in order to approve Riga tourism promotion marketing plan, budget and the creative idea for the first tourism communication campaign abroad. More detailed information to the public about the concepts of promotion of Riga will follow in the beginning of the November.
The foundation has advanced a principle as a keynote of its operation and brand of Riga: ‘What’s good for Riga’s residents is good for tourists’. Riga’s Deputy Mayor, Ainārs Šlesers emphasises: “Riga must become the regional centre in the scale of the Nordic countries. Active tourism within this context is one of our hopes in relation to recovery of the economy and the state. Therefore, we need very targeted, well considered and at the same time quick action. The newly established Riga Tourism Development Bureau will bring together the strongest professionals in the marketing field who will be able to ensure essential increase in tourism turnover. Riga must enter the premium league of cities and must become more attractive also for us, the residents of Riga.”
Of the distribution of votes by RTAB founders, 70% belongs to Riga City Council and 10% to each of the other partners: national airline airBaltic, Latvian Hotel and Restaurant Association (LVRA), and the Latvian Travel Agents’ Association (ALTA).
“Tourism industry and airBaltic are interested in fast and efficient attraction of international tourists to Riga who supplement the economy of Latvia with their expenditures. Well advised and accurate marketing is the matter of survival for the Latvian travel industry. It is important for us that a professional marketing campaign for attraction of tourists is commenced already this year when the Latvian tourism industry experiences considerable decline. The whole travel industry will benefit from successful campaign,“ adds Bertolt Flick, Chairman of the Board, RTAB.
The management institution of the foundation is its board which includes President and CEO of the Latvian national airline airBaltic Bertolt Flick, former Chairperson of the Board of Reho Ltd. VitaJermoloviča (LPP/LC), and Maksims Tolstojs, Member of Riga City Council elected from association Saskaņas Centrs (the Harmony Centre). Administration costs of the RTAB will not exceed 5% of total budget.
With the support of airBaltic, new brand for promoting Riga has already been created: LIVE RĪGA. By taking into account currently alarming trends in the tourism industry, several travel industry professionals have acknowledged that targeted action is required for promoting Riga as a travel destination. The letter of support, which is signed by several well-known travel industry professionals (among them Andrejs Žagars, Mārtiņš Rītiņš, Elmārs Tannis, Aleksandrs Čakste and other), provides that considerable decline is currently evidenced in the travel industry. “LIVE RĪGA and the planned campaign will become the incentive for readjusting the travel industry and creating tourist-friendly environment,” indicates the letter of support to Riga tourism promotion.
More information:
Ģirts Dripe, Riga Deputy Mayor’s Press Secretary
Riga City Council
Janis Vanags, Vice President Corporate Communications
A/S Air Baltic Corporation
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Danilo
11/02/2009 05:37
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