Asnate ZiemeleLatvian Country Tourism Association “Lauku ceļotājs”

Conference “CAP Reform: entrepreneurial opportunities in the enlarged EU”Brussels, November 6-7, 2003

Rural Tourism inRural Tourism in LatviaLatvia

Latvia in EuropeLatvia in EuropeNortheast of EuropeMiddle of the Baltic StatesCapital - RigaPopulation 2,4 mil.

Reasons for visiting:

Curious?Charming peopleTraditions still aliveLots of trees and watersWhite ChristmasBeer, beer, beer...

Latvian Country TourismLatvian Country Tourism AssociationAssociation Lauku ceļotājsLauku ceļotājs

Legal form: NGO (owns a Ltd. company for commercial activities)Founded: 1993 Members: ~250 (rural tourism entrepreneurs)Bed places: ~ 3715Staff: ~ 14

Main ActivitiesMain Activities

Providers Customers

Public Sector

Providers • RT Database

• Quality scheme, inspections

• Grading and labelling

• Training and consulting

• Regular newsletters

• Provider assemblies

Target MarketsTarget Markets

Number of bednights 2002• Domestic 69%• Foreign 31%

USA6%

U.K.6%

Netherlands5%

Estonia4%

Lithuania3%Finland

9%

Other countries16%

Germany51%

Customers

ProductsProductsAccommodations in the Baltics

• Country homes

• Self-catering vacation cottages

• Guest houses

• Campings

• Castles

Customers

• Bicycling• Boating• Fishing• Horse riding• Agri-tours

Customers

ProductsProductsOrganized Tours through the Baltics

Latvia

Lithuania

Estonia

PublicationsPublicationsCatalogues, Guides, Maps

• Accommodations and attractions in the Baltic States

• Languages:

• Distribution: office, TICs, embassies, travel fairs

Customers

InternetInternet• Accommodations, attractions, tour programs

• Search and reservation system

• ~ 500 visits per day

• Roundmails to customers and travel agents

www.traveller.lvwww.traveller.lv

Customers

Reservation OfficeReservation Office

• Individual reservations

• Tour operator service

• 10-50 requests per day

Customers

Networking and CooperationNetworking and Cooperation

• Lobbying in national level

• Development of a common Baltic RT strategy

• Cooperation with European RT community

• EU and national projects

Public Sector

Development since 1999

Implemented within a EC LIFE programme co-financed project

Currently assigned to 50 establishments

Period of validity 1,5 years

Joining the common initiative of European eco-labels VISIT

http://eco.traveller.lv

Eco-labellingEco-labellingEC LIFE programme (2001-2004)

Green Certificate - the national eco-label for country homes, vacation cottages, guest houses and campings

Public Sector

Information TechnologiesInformation TechnologiesEU PHARE programme (2004 – 2005)

Baltic RT integration• common marketing• data standards• cross country analysis and market trends• further development platform

Common information and reservations system for the Baltic countries

RTME specific, multilanguage design

Open source

Low deployment and development cost

http://www.celotajs.lv/Phare_en.htm

Public Sector

Common understanding of rural tourism quality in Europe

• Based on common criteria in European rural tourism quality schemes

• International on-line customer review of quality expectations http://eco.celotajs.lv/srv/qst_rural.php

• Generic web based tool:

cross-system transparency

unified control and evaluation methodology• http://www.celotajs.lv/Leonardo_en.htm

QualityQualityEC Leonardo da Vinci programmeEC Leonardo da Vinci programme

(2002-2004)(2002-2004)Public Sector

Guidebook Guidebook ““Countryside BountyCountryside Bounty”” RT is not just a bed!

Excursions to 82 interesting farmsteads in Latvia:

• Traditional and exotic animals

• Ecological fruit and vegetables

Guidebook Guidebook ““Countryside BountyCountryside Bounty”” Rural life is part of RT product!

• Craftsmen

• Fishermen

• Original collections

What Makes a Strong RT What Makes a Strong RT Organization?Organization?

 Members – RT providers- learning, future oriented, loyal to the organization

Competitive RT product- quality, reliability, continuously improving

Management- professionalism, experience, vision, co-operation

Contact us! www.traveller.lvLatvian Country Tourism Association “Lauku ceļotājs”Kugu str. 11, Riga, LatviaTel.: +371 7617600, Fax: +371 7830041, e-mail: lauku@celotajs.lv

We are open for cooperation!We are open for cooperation!