Local Training Programme in Vidzeme Strengthens Experience-Based Tourism

In December 2025, the Vidzeme Creative Hives initiative organised two on-site training seminars within the Scaling Experiences project for participating entrepreneurs from the Vidzeme region.

The seminars took place on 10 December at Design Guest House Bergervilla and on 15 December at Suntaži Station, bringing together programme participants to deepen their understanding of experience-based tourism and service development. Participants represented a diverse range of sectors, including crafts, design, hospitality, nature-based experiences, and active tourism.

Led by lecturer Gatis Kampernovs, participants explored the mindset of the 21st-century traveller, the principles of the experience economy, and the concept of the “dream society”, where visitors seek meaningful, emotional, and personal experiences. The sessions combined theory with practical examples, helping entrepreneurs better understand how to create added value and how to translate it into sustainable business models.

The second seminar focused on service quality and customer experience. Through practical exercises and discussions, participants analysed the customer journey step by step and identified concrete ways to improve their tourism offers.

The training programme provided participants with practical tools for developing experience-based services, a clearer understanding of customer needs, and inspiration for collaboration and innovation within the Vidzeme Creative Hives community.