Latvia, Riga, Gauja National Park and Jūrmala are entering a high-profile tourism awards season after Latvia secured nominations in two strategically important European markets. The country is a finalist in the Wanderlust Reader Travel Awards for Most Desirable Country in Europe in the United Kingdom and has also been nominated for International Travel Destination of the Year at the Finnish Travel Gala. The recognition puts Latvia’s culture, nature, sustainability and slow-travel offer directly before travellers and tourism professionals in two important inbound markets.
Key Stats
- International tourism award nominations: 2 in 2026
- Priority inbound markets: United Kingdom and Finland
- Wanderlust category: Most Desirable Country in Europe
- Finnish Travel Gala category: International Travel Destination of the Year
- Wanderlust 2025 voters: More than 200,000 readers
- Wanderlust 2025 votes: 4.9 million
- Expected Wanderlust 2026 participation: More than 250,000 unique votes
- Finnish Travel Gala: Held annually since 2017
- Finnish Travel Gala audience: Approximately 440 travel professionals and industry representatives
- Major Latvian tourism themes: Culture, nature, sustainability and slow travel
Two Awards, Two Important Tourism Markets
The nominations place Latvia in front of two very different but valuable tourism audiences.
The UK represents a major long-haul European source market for Latvia, while Finland is one of its closest northern neighbours and an important regional travel market.
For Latvia’s tourism sector, appearing in both awards provides exposure across consumer and industry audiences.
The Wanderlust awards are particularly significant because they are driven by readers of the British travel publication, while the Finnish Travel Gala brings together professionals working directly across the travel industry.
The recognition therefore extends beyond a simple destination popularity contest.
Wanderlust Puts Latvia In The European Spotlight
Latvia’s nomination in the Most Desirable Country in Europe category allows the destination to showcase a tourism offer that extends far beyond Riga.
The Wanderlust Reader Travel Awards attract substantial participation. In 2025, more than 200,000 readers participated and cast approximately 4.9 million votes across the awards.
Participation for the 2026 edition is expected to exceed 250,000 unique voters, increasing the potential visibility of shortlisted destinations.
For Latvia, the nomination provides exposure to travellers actively interested in international destinations.
Riga Remains The Tourism Gateway
Latvia’s capital Riga remains the country’s principal tourism gateway and its strongest urban attraction.
The city’s UNESCO-listed historic centre combines medieval architecture, Art Nouveau buildings, museums, cafés, restaurants and cultural venues.
Riga’s Art Nouveau heritage is particularly significant, with extensive architectural collections spread across central neighbourhoods.
The compact city centre also makes Riga suitable for short breaks, allowing visitors to combine heritage sightseeing with gastronomy and contemporary cultural experiences.
For international travellers arriving in Latvia, Riga often functions as the starting point for exploring the wider country.
Gauja National Park Adds A Nature Dimension
Then comes Gauja National Park, which gives Latvia a completely different tourism identity.
Located northeast of Riga, the park is known for forests, sandstone cliffs, river landscapes, historic castles and outdoor activities.
Sigulda and Cēsis provide two of the most important bases for exploring the wider Gauja region.
Visitors can combine hiking, cycling, canoeing and heritage tourism, making the area particularly suitable for slow and active travel.
That nature-based experience complements Riga’s urban culture and helps explain why Latvia’s tourism proposition can appeal to travellers seeking more than a conventional city break.
Jūrmala Brings In The Baltic Coast
Jūrmala adds a coastal and wellness component to the country’s tourism offer.
Located close to Riga, the resort city is known for its long sandy beach, pine forests, wooden architecture and spa facilities.
Its proximity to the capital makes it easy to combine with a Riga city break.
Visitors can spend part of their trip exploring museums and historic streets in Riga before continuing towards Jūrmala for beaches, wellness and nature.
This combination creates a compact multi-experience itinerary without requiring long-distance travel.
Finland Is A Particularly Relevant Market
The Finnish nomination is especially interesting because Finland is geographically close to Latvia and has strong regional travel connections.
The Finnish Travel Gala, held annually since 2017, brings together approximately 440 travel professionals and industry representatives.
Being nominated for International Travel Destination of the Year places Latvia directly into a professional travel environment where destinations are assessed alongside other international tourism products.
The nomination can therefore support awareness among travel agencies, tour operators and other industry stakeholders.
Culture And Nature Are Working Together
Latvia’s tourism proposition is increasingly based on the combination of cultural and natural experiences.
Travellers can begin with architecture and museums in Riga, continue to Gauja for forests and castles, and finish with the beaches and wellness facilities of Jūrmala.
That creates an itinerary capable of appealing to different traveller segments.
It also supports slower travel by allowing visitors to spend more time in individual destinations rather than simply passing through the country.
Sustainability Adds Another Tourism Layer
Nature protection and sustainable travel are becoming increasingly relevant to Latvia’s destination positioning.
Gauja National Park provides opportunities for low-impact outdoor activities, while Latvia’s relatively compact geography makes multi-destination travel practical.
Cycling, hiking, rail travel and public transport can all form part of itineraries connecting Riga with surrounding destinations.
For travellers increasingly interested in environmental responsibility, that combination can add another dimension to the country’s appeal.
Travel Details For International Visitors
Riga International Airport is Latvia’s main international gateway.
Riga provides rail, bus and road connections to destinations including Sigulda, Cēsis and Jūrmala.
Latvia uses the euro (€).
Travellers can combine Riga, Gauja National Park and Jūrmala in a multi-day itinerary, although additional time is recommended for hiking and nature experiences around Gauja.
FAQ
1. What tourism awards has Latvia been nominated for in 2026?
Latvia is nominated for Most Desirable Country in Europe at the Wanderlust Reader Travel Awards and International Travel Destination of the Year at the Finnish Travel Gala.
2. Why is Gauja National Park important to Latvia tourism?
It provides a major nature and outdoor tourism offer featuring forests, river landscapes, sandstone formations, castles, hiking and cycling.
3. Can Riga and Jūrmala be visited together?
Yes. Jūrmala is close to Riga and can easily be incorporated into a city-and-coast itinerary.
Timeline And Events
- 2017: Finnish Travel Gala began its annual awards programme.
- 2025: More than 200,000 Wanderlust readers participated in the awards, casting 4.9 million votes.
- 2026: Latvia became a finalist in the Wanderlust Most Desirable Country in Europe category.
- 2026: Latvia was nominated for International Travel Destination of the Year at the Finnish Travel Gala.
- 2026: Wanderlust participation is expected to exceed 250,000 unique voters.
- 2026: Riga, Gauja National Park and Jūrmala continue forming the core of Latvia’s cultural, nature and coastal tourism circuit.
Conclusion
Latvia’s double nomination in the UK and Finnish tourism award markets gives the country a timely international platform. Riga brings architecture, culture and gastronomy; Gauja National Park delivers forests, outdoor adventures and heritage; while Jūrmala adds beaches and wellness. Together, they create a diverse destination profile increasingly aligned with slow, sustainable and experience-led travel. With two major tourism markets now placing Latvia in the spotlight, the Baltic destination has another opportunity to turn international recognition into stronger visitor interest.
