Ukraine to be Represented at the BALTTOUR 2026 International Travel Trade Fair in Riga
From February 6–8, 2026, Ukraine will participate in the international travel trade fair BALTTOUR 2026, held at the International Exhibition Centre (Ķīpsalas iela 8) in Riga, Latvia.
Ukraine will showcase its potential at the National Stand of Ukraine under the slogan “Let’s Plan Ukraine.”
Organizers and Delegation
The Ukrainian stand is organized by the State Agency for Tourism Development of Ukraine (SATD) in cooperation with the Embassy of Ukraine in the Republic of Latvia, the Ukrainian Chamber of Commerce and Industry, and the Ukrainian Trade House.
The Ukrainian delegation includes representatives from:
- SATD
- Kyiv City State Administration (Tourism and Promotions Department)
- Vinnytsia City Council (Marketing and Tourism Department)
- Lviv Tourism Office
- Zakarpattia Regional Military Administration (Tourism and Resorts Department)
- Association of Inbound Tour Operators of Ukraine
- Ukrainian Chamber of Commerce and Industry
Concept: Solidarity Tourism
At BALTTOUR 2026, Ukraine will introduce the philosophy of Solidarity Tourism. This travel format moves away from traditional mass tourism during wartime, focusing instead on those who wish to support the country through:
- Purposeful visits and cultural immersion;
- Establishing long-term business partnerships;
- Participating in the recovery and rebuilding efforts.
Program of the Ukrainian Stand
Feb 6 - Grand Opening Ceremony featuring the leadership of BALTTOUR (ALTA), representatives from the Ministry of Economics of Latvia, the Embassy of Ukraine in Latvia, and partner institutions.
Feb 7 - Regional Showcases & Gastronomy. Presentation of local tourism products and intangible cultural heritage. Includes tastings of craft products: cheeses, wines, cured meats, Yavoriv pie, and local sweets. Interactive activities, souvenir giveaways, and media discussions on the Solidarity Tourism concept.
Feb 8- Memory & Resilience. Presentation of the "Places of Memory" project featuring virtual tours of the Kyiv region and liberated territories. Discussion panel: "Rethinking Service: Hospitality Amid Challenges," dedicated to the hotel and restaurant industry's operations during wartime.
The final session, "Let’s Plan Ukraine," will focus on building a network of international partners for cooperation following the achievement of a just peace.
Ukraine's participation in BALTTOUR 2026 is a vital opportunity to strengthen international ties, present a modern vision of Ukrainian tourism, and lay the groundwork for the industry's large-scale recovery after victory.
Let’s Plan Ukraine — Today.
