Marketing training for Latvian entrepreneurs

Marketing Training Strengthens Tourism Businesses’ Capacity to Develop and Market Experience-Based Offers

From 17 March to 8 April 2026, the project “Scaling Experiences” delivered a training cycle titled “Low-Budget Marketing”, supporting tourism entrepreneurs in Latgale in strengthening their ability to develop, position, and promote competitive tourism offers.

The training was led by digital marketing expert Valerijs Brivers (Valērijs Brīvers) and focused on improving the practical use of social media channels, structuring communication with target audiences, and applying cost-effective marketing approaches. Attention was given to methods that rely on creativity, collaboration, and strategic thinking rather than financial investment.

Participants not only improved their marketing skills but also critically assessed their existing offers, identifying strengths, development opportunities, and target audiences. As a result, several ideas for new or improved tourism experiences were developed, alongside clear next steps for market entry and promotion.

“The value of this training lies in its practical impact – participants leave with clearer, more structured offers and a better understanding of how to communicate them effectively to their audiences,” emphasised Jelena Kijasko (Jeļena Kijaško), Head of the Latgale Tourism Association.

“We gained clarity about our product, our target customer, and how to present our offer in a way that creates real interest. This gives confidence to move forward,” shared one of the participants.

This training cycle concluded a broader international learning phase, where Latgale Region (Latvia) participants collaborated with partners from Vidzeme Region (Latvia), Estonia, and Finland. The programme included thematic online sessions on culinary experience development and value creation, providing both practical insights and inspiration for innovation.

In April and May, participants will take part in international practical sessions, presenting their offers, testing ideas, and receiving feedback from experts and peers. These activities will further strengthen their readiness to operate in wider, including international, markets.

The project “Scaling Experiences” is implemented under the INTERREG Central Baltic Programme 2021–2027. The project supports cross-border cooperation and aims to strengthen the development of experience-based tourism products and services in the Central Baltic region.