Vidzeme Tourism Association – Mission and Goals

Year of establishment

1997

Registration number

40008031761

Legal address

Cēsis, Bērzaines Street 15, LV-4101, Latvia

info@vidzeme.com

Goals

The Vidzeme Tourism Association unites people and organizations in the tourism sector to create a supportive environment for regional growth, promote Vidzeme at the national and international level, and attract funding from international projects and foundations.

Our Main Goals:

Develop engaging tourism products and improve infrastructure.
Carry out marketing activities locally and internationally to showcase Vidzeme.
Represent members’ interests in government, municipal, and international institutions.
Encourage entrepreneurship and support the creation of new jobs.
Promote collaboration between businesses and attract investments to the region.
Collect and maintain comprehensive tourism information in a unified database.

Vision

Our vision is to be Vidzeme’s leading coordinator of tourism activities and services, connecting people, ideas, and resources to foster the region’s growth and development.

Unite people, ideas, and resources across the region,
Coordinate tourism activities and service providers effectively,
Position Vidzeme as an attractive, sustainable, and unforgettable destination.

Mission

Our mission is to bring together municipalities, educational institutions, and businesses into a strong, collaborative organization that:

Creates a welcoming and supportive environment for tourism,
Promotes Vidzeme’s presence through local and international marketing,
Secures funding from international foundations and projects,
Supports sustainable growth and development across the region.

Main Areas of Activity

Tourism Marketing

Tourism Product Development

Industry Collaboration

Funding Acquisition

The main goal of establishing the association:

The main goal of establishing the association was to bring together individuals working in the tourism sector into a single organization. By joining forces, they aimed to create a favorable environment for tourism, represent the tourism interests of the Vidzeme region at the national level, and attract funding from various international foundations and projects.

In 1997, the initiative to establish VTA was proposed by Vidzeme University, together with several entrepreneurs and the local municipalities of Smiltene and Rūjiena. Initially, VTA was called the Public Organization “Vidzemes Tourism Association,” but it was later renamed as an association while continuing to perform the functions of a public organization. During its first years, VTA operated in Valmiera, but since February 2002, the VTA office has been located in Cēsis.

The Tourism and Hospitality Glossary defines tourism associations as “public, professional organizations or associations of individuals whose purpose is to promote the development of tourism, advocate for the interests of the tourism sector, or address other tourism-related issues.” Examples include the Latvian Association of Travel Agents and Operators (ALTA), the Latvian Hotel and Restaurant Association (LVRA), and the Vidzeme Tourism Association (VTA).

So far, the main areas of activity in which VTA has been active and plans to continue working in the future:

These activities are related to marketing Vidzeme’s tourism products both in Latvia and abroad, as well as identifying, creating, and developing tourism products in the region. The association’s founders and members are primarily entrepreneurs representing various accommodations, restaurants, transport companies, and agencies, along with Vidzeme region municipalities, educational institutions, and other businesses and organizations connected to the tourism sector and infrastructure. Notably, Vidzeme University is one of the association’s founders.

During the strategy development, the Vidzeme region was territorially divided into nine districts – Alūksne, Cēsis, Gulbene, Limbaži, Madona, Ogre, Rīga, Valka, and Valmiera – whose councils were the main financiers of VTA.

The highest decision-making body of VTA is:

The General Assembly of Members elects the association’s board of nine members and the board chairperson for a two-year term. VTA members form the core of the organization’s structure, including both the board and the marketing council, which participate in all major decision-making processes.

Membership in the Vidzeme Tourism Association is open to any legally competent individual, legal entity, or partnership that supports and engages in tourism activities. The board decides on the admission of new members. Members pay an annual membership fee and, in return, receive a range of services.

As in any organization, some VTA members are highly active and contribute their own ideas, while others take a more passive role or act as observers.

shared Goal

VTA Members

We are united by a common goal – to make Vidzeme an attractive, sustainable, and recognizable tourism destination. The association brings together professionals and enthusiasts from various fields of the tourism sector to jointly create an environment where tourism thrives, flourishes, and brings value to the entire region.

Become a Member Meet Our Members

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