In 2023, 139 957 people visited the Turaida Museum Reserve. Tourists have come to Turaida from 88 countries. The increase in 2023 is 17% compared to the previous year, 2022, when the number of visitors reached 120 019.

Thanks to the activity of tourism companies and the successful cooperation of the Museum Reserve with 74 contract companies, as well as the promotion of the offer of the Turaida Museum Reserve abroad at various tourism fairs, the most rapid increase compared to the previous year was observed in the number of tourists from Spain (+3 233), followed by Estonia (+2 075), Lithuania (+1 775), Finland (+1 599), Poland (+1 508), South America (+1 289), Greece (+1 178), South Korea (+ 892), Czech Republic (+ 746). Last year, the number of countries with more than 1,000 visitors increased to 16 countries, in 2022 they were 10, however, the pre-Covid figures have not yet been reached - 19 in 2016 and 22 in 2017. Nonetheless, the top eleven countries have more than 2 000 tourists from each country.

The largest decrease in the number of tourists in 2023 is from Russia (- 476), Canada (- 303) and Belgium (- 126). In the post-Covid period, Lithuania is in first place with more than 12.5 thousand tourists per year. Germany follows with more than 10 000. The top 10 countries in terms of group and individual visitors to the Turaida Museum Reserve in 2023 are Lithuania - 12 582, Germany - 10 020, Estonia - 8 818, Spain - 5 037, USA - 4 189, France - 3 761, Ukrainian refugees and tourists - 3 015, Poland - 2 888, Finland - 2 470, Greece - 2 195.

Countries outside the top ten from which more than 1 000 tourists per year have visited the Turaida Museum Reserve: the United Kingdom (2 058), South America (1 880), Italy (1 431), the Czech Republic (1 225), the Netherlands (1 166), South Korea (1 092).

In 2023, the number of tourists and the diversity of countries from the Balkans have increased significantly. The largest number of tourists is from Greece (2 195), compared to the previous year (+1178). This is followed by Romania (357), Bulgaria (64), North Macedonia (15), Serbia (14), Albania (7), Bosnia and Herzegovina (7), Montenegro (3), Kosovo (2).

For many years, Japan was at the forefront of East Asian countries, with 5 689 visitors (2019), but this has changed dramatically in the post-Covid period. In 2022, 39 tourists visited the Turaida Museum Reserve, and in 2023 - 416 (+377). This year, the increase in the number of tourists from South Korea - 1 092 (+892 compared to 2022) was a pleasant surprise followed by Taiwan - 451 (+405) and  China - 439 (+350). According to JTB Tourism Research & Consulting Co, Japan's outbound tourism in 2023 increased by 168.3% compared to 2022 and decreased by 43.6% compared to 2019. The top destinations for Japanese tourists last year were nearby Asian countries, the USA, and European countries - Spain, Austria, and Germany.

From South Asian countries the number of visitors is comparatively small. Most of all tourists have come from India (525) - this includes Indians studying in Latvia, an increase compared to 2022 (+249), Sri Lanka (40), Pakistan (16), Nepal (3).

For the first time, the Turaida Museum Reserve welcomed tourists from Dominica (2), Qatar (1), and Mauritius (1).

Significant increase in the number of tourists compared to 2022 is from South America - 1 880 (+1 289); the Netherlands - 1 166 (+513); Italy - 1 431 (+474); Denmark - 849 (+455); Austria - 923 (431); Taiwan - 451 (+405); Japan - 416 (+377); China 439 (+350); Portugal 535 (+311); Sweden 515 (+290); Slovakia 360 (+263); Slovenia 386 (+261); India 525 (+249); Australia 416 (+240); Romania 357 (+202).

In 2023, 5 cooperation agreements have been signed with Latvian and foreign tourism agencies - Latvia (2), Lithuania (1), Denmark (1), and Hong Kong (1), which attract tourists from different countries of the world.The demand for guided tours and educational programs led by Turaida Museum Reserve specialists has increased compared to the previous year. A total of 392 tours in Latvian, English, Russian and German were conducted, of which 281 were conducted in a foreign language. The number of guided tours has increased by 145 compared to 2022. Thanks to the “Latvian School Bag” initiative, 368 educational programs have been organized, which have increased by 31.

During the year, in cooperation with the Latvian Investment and Development Agency (LIAA) Tourism Department and Sigulda Development Agency (SAA), 4 groups of foreign journalists were hosted, including a blogger from Norway (2+1); a journalist from Serbia; the UAE bloggers, journalists (5+1) and a journalist from Switzerland.

In cooperation with travel agencies and the Latvian Investment and Development Agency (LIAA), the Turaida Museum Reserve was visited by 14 tour operator groups, including tour operators from Turkey (13); Israel (1); Portugal (3); Germany (12); the Netherlands (5); Austria (5); Danish tour operator which will organize tours for  Spanish, Asian groups (12); Japan (9); France (2); Austria (2); Spain (1); the UAE, Mexico, Qatar, India (8); Norway (5).

Prepared by:  Ilga Korkliša, Senior Specialist, Turaida Museum Reserve