Jūrmala, Latvia, has been recognised as a best practice by the Sustainable EU Tourism project for its long-term commitment to sustainable tourism development and community-based innovation.

Located on the Baltic coast, Jūrmala has experienced a 170% increase in tourism over the past decade - mainly from neighbouring countries. Recognising the crucial role of small and medium-sized tourism businesses in this growth, the municipality has introduced several financial support measures since 2017.

Through the “Inspiration” grant programme and targeted subsidies for digitalisation and environmentally friendly activities, local entrepreneurs are empowered to innovate and adapt. The city has also invested in green infrastructure, such as solar-powered beach systems, smart traffic monitoring, and free or low-cost public transport options, including city buses and trains to nearby Riga.

Each year, the city co-finances summer jobs for young people in tourism, supporting stakeholder engagement and fostering youth innovation through workshops.
These efforts are guided by a political strategy that treats tourism as a common good, balancing the needs of residents and visitors. 

Despite external challenges such as geopolitical instability, Jūrmala’s model shows how targeted financial support, public-private collaboration, and community engagement can build a resilient, sustainable tourism ecosystem. 

For more details on the key challenges the destination has faced and the solutions implemented to address them, please refer to the attached document.

#Destination management #Sustainable tourism #Tourism development #Stakeholder engagement #Community engagement #Travel technology  #Innovation in tourism #Green transition #Public transportation #Mobility