Students of the Master’s program “Strategic Tourism Management” of Turība University participated in three study excursions this semester, aimed at gaining practical understanding of tourism destination management, marketing, and cooperation between the public and private sectors. During these excursions, students had the opportunity to meet industry professionals, explore the operations of various organizations, and discuss current tourism development issues in Latvia.

The first study excursion took place in Jūrmala, where students visited the Jūrmala Tourism Information Centre and Hotel Jūrmala SPA. At the Tourism Information Centre, students learned about the principles of city tourism management, destination positioning, marketing activities, and the role of the centre in serving tourists. At Hotel Jūrmala SPA, students gained insight into the hospitality industry, service development, and collaboration with destination marketing organizations.

The second study excursion was held in Salaspils, where students visited the Environmental Education Centre Botania and met representatives of the tourism destination management organization ExitRīga. During the meeting, students learned about ExitRīga’s operations, the development of the region’s tourism offerings, and cooperation among municipalities in the Riga region. Industry specialists discussed destination management principles, joint creation of regional tourism products, and marketing activities that help enhance the Riga region’s visibility in local and international markets. Students also had the opportunity to learn about the design of tourism routes, entrepreneur involvement, and the importance of collaboration in regional tourism development.

On the third occasion, students visited the Riga Investment and Tourism Agency (RITA). During the visit, students explored the principles of Riga’s development and marketing as a tourism destination, international tourism attraction strategies, and capital city brand management. A representative of the agency presented marketing activities in foreign markets, event-based tourism development, and collaboration with businesses and other institutions to strengthen Riga’s competitiveness in the Baltic and European tourism markets.

The main objective of the study excursions was to broaden students’ understanding of tourism destination management and marketing from the public sector perspective, as well as to introduce strategic planning goals and tasks in tourism marketing. Direct communication with industry professionals allowed students to better understand the practical application of theoretical knowledge and gain valuable insight into the daily operations of the tourism sector.

Turība University expresses gratitude to the representatives of Jūrmala Tourism Information Centre, Hotel Jūrmala SPA, Environmental Education Centre Botania, ExitRīga, and the Riga Investment and Tourism Agency for their warm welcome and for sharing their professional expertise.