Optimistic Outlook for Rural Tourism Enterprises as Summer Unfolds

Optimistic Outlook for Rural Tourism Enterprises as Summer Unfolds

Baltic States Summer Travel Trends in 2023: A Focus on Domestic and Sustainable Tourism

The summer travel season in the Baltic states, including Estonia, Latvia, and Lithuania, has seen a shift in trends this year, with a focus on domestic tourism and sustainable, nature-based experiences.

Domestic Travel on the Rise

The region's residents have shown a preference for exploring local destinations, with many opting for countryside retreats and cultural sites. According to Asnāte Ziemele, head of the association Lauku ceļotājs, this trend is expected to continue, with a good summer ahead for rural tourism.

A significant portion of the population in each country is planning domestic travel this summer. About a quarter of Latvian residents, a third of Estonians, and 40% of Lithuanians have plans to explore their respective countries.

Impact of Weather

The cooler weather this summer has led to an increase in the use of saunas and diversification of offerings, as reported by Baiba Stepiņa, owner of the Kārļamuiža country hotel. Weather conditions have also influenced travel timing, with tourists spreading their visits beyond peak summer months to avoid overcrowding and heat.

Foreign Tourist Preferences

Foreign tourists continue to seek sustainable and nature-based tourism experiences in the Baltic states. The region's offerings of unspoiled nature, cultural heritage, and modern infrastructure align well with these preferences.

Stepiņa's business, primarily focused on attracting foreign tourists, has seen an increase in guests from New Zealand, America, Canada, Germany, Switzerland, and Austria this year. Two specific foreign tourists—one from Spain and one from Germany—have recently booked rooms at Kārļamuiža country hotel.

Rural Guesthouse Owners' Expectations

Rural guesthouse owners in the Baltic states have high hopes for July and August, with an influx of tourists expected during these months. The 'Home Café Days' have started and gained recognition among guests, serving as an additional stimulus for rural tourism development.

However, June 2023 was not as busy as expected due to unfavorable weather, particularly on the coast. Ivo Zutis, owner of Zušu klēts, reported fewer foreign visitors in June.

Repeat Visitors and Cultural Events

Stepiņa notes that there are more repeat guests this year, including a couple of Mexicans living in Belgium who had visited in 2017 and returned this year for the Līgo celebrations. Cultural events like the “As Young as Vilnius” music festival and culinary accolades continue to attract visitors looking for cultural enrichment during the summer.

The Booking Group Corporation conducted a survey in all three Baltic countries this summer, providing valuable insights into travel trends and preferences.

In the midst of these changes, the Baltic states' 2023 summer travel reflects a strong emphasis on domestic exploration, regional visits, sustainability, outdoor activities, and budget-friendly cultural experiences.

The rise in domestic travel within the Baltic states indicates a growing interest among residents to discover local destinations, including countryside retreats and cultural sites.Foreign tourists in 2023 are drawn to the Baltic states for their offerings of sustainable and nature-based tourism experiences, which aligns well with their preferences for unspoiled nature, cultural heritage, and modern infrastructure.

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