Latvia has been an independent state twice, the first time during the years 1918-1940 and the second time from the year 1991 and ahead. During these two periods Latvia has been a destination for tourists. The aim of this study is to describe how Latvia as a destination has developed during the years of independence. One further aim is to compare what Latvia’s tourism industry looked like during the same periods to descry similarities and differences. Qualitative interviews in a combination with material from reports, articles and travel guidebooks constitute the empirical material of the study. The results have been analyzed on the basis of Halls (2008), Frisks (2000), Elbes (2002) and Butlers (1980) theoretical perspective of destination development.

When the tourism industry during the first investigated period is compared with the tourism industry during the second investigated period some similarities and differences are descried. The most significant similarities are destinations within Latvia which are the most important and with the highest numbers of tourists are the same ones during the two periods; Riga, Jurmala and Sigulda. Another notable similarity during both periods is that the same factors are being marketed abroad. Significant similarities are that the state gave priority to the tourism industry and actively supported it with resources during the years 1918-1940 but has from 1991 until today been taken a passive role in the coherence and given a relatively small amount of resources. Another significant similarity is that the destination had a positive image of the “Baltic Riviera” and a good status during the years 1918-1940. From 1991 the status has not been at the same level and the image seem to be more diffuse and less positive than during the years 1918-1940.

The study shows a few distinctive key factors which have influenced the development of Latvia as a destination. From 1918 the destination development was going relatively well. The status of the destination was good already before 1918 and rose during the 1920s and the 1930s. Decisive key factors for the destination development during these years were that the state gave priority to the tourism industry and supported it with necessary resources. Another key factor was the positive status of the destination for the time, the positive image of the “Baltic Riviera”. Together these factors developed the destination in a positive way.

The development of Latvia as a destination from 1991 until today has been varied. A key factor which prevented/reduced the development between the years 1991 and 2004 was that almost nothing happened within the tourism industry and the development during those years. 2004 Latvia joined EU and that was a second key factor which affected the destination development during this period. It resulted in the abolishing of the demand on visa and more open country borders. At the same time many low price airlines started to operate to and from Riga. This affected the destination development in a more positive way than in the beginning of the same period.