Latgale, one of Latvia's four historical regions, has had an eventful history. Originally inhabited by East Baltic tribes, the region was conquered in the 13th century by the Teutonic Order and its predecessors. This was followed by centuries of Polish, Lithuanian and Russian rule. Today, the region lies directly on the border with Russia and Belarus and struggles with economic challenges such as high unemployment and little industry.
Nevertheless, Līga Kondrāte from Ludza is optimistic about the future: 'Tourism is our only chance.' However, she is not referring to mass tourism. She is targeting families and small groups looking for peace, nature and culture. Although Ludza is only 30 kilometers from the Russian border, Latgale has never relied on Russian tourists. 'As long as the borders were open, they used the region as a stopover, but they were hardly interested in our culture and our diverse offerings.’ Hotels, however, had to cope with a 30 percent decline.
To make Latgale better known, the 59-year-old regularly promotes it at tourism fairs throughout Europe. ‘We don't have big cities, but we do have beautiful countryside, unspoilt villages and diverse traditions. What makes it special is that everything is authentic because people have always cherished their culture and it is part of their identity.’
Līga is committed to the concept of slow tourism. This involves enjoying the moment instead of rushing from one attraction to the next. ‘This allows you to immerse yourself in the local culture and interact with the people.’
Another important aspect is strengthening the local economy. ‘We now have many small family businesses offering local products,’ says Līga. These include farms that sell their own vegetables, as well as bakeries, cheese makers, potteries and weaving mills. Līga and her team support these businesses by creating sales opportunities. Restaurants buy directly from farmers, and artisans join forces to offer their work together. ‘We need this local economy so that the lights don't go out here in Ludza and Latgale.’
Līga has a clear vision for the future: ‘I would like Latgale to develop into a European region for organic farming. That would also fit in well with our tourism concept.’ She is bursting with ideas, including seminars and workshops in small guesthouses for yoga, photography or painting. "Yes, I have everything in my head. I am aware that it is not an easy or quick path, but it is the right one.‘ Politicians have also understood this. ’We are currently developing projects to continue along this path."
During the pandemic, the region was discovered by locals. ‘We are building on these experiences and trying to make our region more attractive to European guests,’ says Līga. An annual calendar lists special events that are of interest to both locals and guests. These include garden days, when people open their gardens to the public, festivals in old manor houses, castle festivals, folk festivals, concerts with traditional dancing and guided hikes.
Cycling tourism is also slowly developing. Europaradweg 11, also known as the Eastern Europe Route, runs through Latgale. ‘This is a great opportunity for our region,’ says Līga. Several cycling tours have already been developed locally. The challenge now is for everyone to work together and pull in the same direction. The various producers, craftsmen, suppliers, restaurants and accommodation providers need to be brought together to offer guests a comprehensive range of services. One challenge remains: ‘We also have to keep explaining that the proximity to the Russian border does not pose a threat, at least no more than in other cities in the Baltic States.’
