Exploring Riga - a journey of learning, culture and future tourism
From April 10 to 16, a dynamic group of ten MBA in Tourism Management students and two professors Prof Dr. Martin Holi and Ms. Sara Franzeck from IGC - Hochschule Bremen set off on a remarkable educational adventure to Riga, Latvia. But this was no ordinary trip, it was a mission. Our goal? To explore the city through a tourism lens and conduct real-world market research that will help us develop a citizen trip concept for the people of Bremen.
What awaited us in Riga was far beyond our expectations—vibrant streets, rich history, Art Nouveau Architecture, warm locals, and a buzzing nightlife scene that painted the city in dazzling lights after sunset.
Learning about tourism strategies
One of the trip’s highlights was meeting Ms. Laura Efeja, Head of tourism information division, Live Riga, who gave us insights into how the city promotes itself to global tourists. We also had discussions with Ms. Jana Drezina, Head of Incoming & MICE Department, Con-Ex and her travel agency colleague, which broadened our understanding of the country’s tourism strategies and opened new ideas for developing sustainable, engaging, and culturally rich travel products for Bremen’s citizens.
Armed with survey sheets and a healthy dose of curiosity, we ventured into the streets of Riga interviewing locals, chatting with tourists, and absorbing every detail of the city’s charm. Whether in the historic Old Town, by the majestic Daugava River, or in the energetic Central Market, we were capturing valuable data to shape our proposed travel concept.
Nightlife
But research wasn’t confined to daylight hours. Riga’s nightlife, yes, we explored that too! After our packed daily itinerary, we immersed ourselves in the city’s evening pulse. From live music venues to cozy bars, we observed the social fabric that gives Riga its unique vibe and makes it so appealing to young and seasoned travelers alike.
Beyond the professional goals, this journey was also about connections between cultures, between students, and with the local people we met. It was about understanding tourism not just as a business model but as a bridge between communities.
Developing a travel program
Back in Bremen, our team is now working hard to turn this experience into something lasting: a thoughtfully crafted citizen trip itinerary, designed to bring Bremen residents closer to Latvian culture and hospitality, just as we experienced it.
This Riga journey reminded us why we chose tourism management not just to study destinations, but to understand the soul of places and the people who make them unforgettable.
Thank you, Riga, for the stories, the inspiration, and the learning. And thank you, IGC – Hochschule Bremen, for making experiential learning not just a concept, but a reality.
Akash Banerjee was part of the Riga study trip and as a Student Assistant he played an active role in organizing it together with Ms. Sara Franzeck, Program Coordinator MBA in International Tourism Management. This blog post reflects his experiences and includes insights and feedback from fellow students who participated in this enriching journey.
