ABSTRACT
This study explores the development of tourism in Rīga, the capital city of Latvia, a country that was once part of the Soviet Union. An in-depth investigation of the diverse interpretations of the city’s cultural heritage, and of the influence of political and ideological propaganda during the periods of, and immediately after, the Soviet era, has resulted in the identification of several different types of tourist attraction and of the involvement of various ideological symbols in tourist attractions. An analysis showed that tourism has enjoyed rapid development over the last decade and has also been reflecting the tendencies and influences of global processes. It was also found that the city’s Soviet heritage did not form part of the tourism product at the beginning of the period of transition. Rīga’s multi-ethnic character makes it difficult for the city to be seen to be an unambiguous symbol of the national identity. However, the history and ethnic diversity of the city do allow make it possible to variety of interpretations of its cultural heritage that reflect the different tourist markets. The renewal of the ‘Rīga’ brand has occurred several times over the past decade, which indicates the city’s ongoing search for its identity as a tourist destination and its re-emergence as a European capital city.
