The Investment and Development Agency of Latvia (LIAA) has signed a new three-year agreement for the country's participation in the Michelin Guide, extending it until 2028 at a cost of €380,000. This continues Latvia's involvement, which began three years ago, and is seen as a boost for gastronomic tourism and the national image. Officials and chefs highlight the economic benefits and increased international interest in Latvian cuisine.
Latvia's participation in the prestigious Michelin Guide will continue through 2028 following a new agreement signed by the Investment and Development Agency of Latvia (LIAA). The deal, valued at €380,000, builds on the country's initial three-year involvement that started three years ago.
LIAA representative Vita Balode-Andrūsa noted the investment's returns, stating, "In the first year that we conducted this assessment, we realised that we were getting back the entire three-year contract's [worth]. Of course, we cannot expect tax revenues to increase every year, but in principle, the growth covers our costs. Well, of course, it is also very positive for Latvia's image; we present ourselves as a modern, European country with world-class cuisine, which is also, of course, an asset. And we can also see that restaurants that have received this recommendation or star have seen their turnover increase by 10 to 40%."
The agreement is praised for promoting gastronomic tourism, one of the fastest-growing sectors. Jānis Jenzis, president of the Latvian Restaurant Association, described it as "one of the best investments the country has made in tourism marketing." He added, "I think the entire industry is very happy about the continuation of this cooperation with Michelin, because it is no secret that gastronomic tourism is one of the fastest-growing types of tourism. Tourists are affluent, stay in good hotels, spend a lot of money in restaurants, use transport services, and perhaps also cultural services. And, of course, this is a very valuable contribution."
Chefs have reported significant boosts from Michelin recognition. Maksims Cekots of Max Cekot Kitchen, which retained its Michelin star, said, "As soon as we got the Michelin star, we had 20,000 reservations for the whole year. There are many from Scandinavian countries, Australia, America, Japan, and China. It's cheaper for them to come here, stay in a hotel in Latvia for two or three days and come to Michelin star restaurants to taste something interesting that they can't get in their own region."
Similarly, Kristaps Sīlis of John Chef's Hall emphasized the motivational and economic impact: "I believe that this benefits both the economy and the industry as a whole. Because it gives us, as chefs, an extra incentive to try harder and do more. When there is nothing that can tell you from the outside whether you are doing well or badly, and if no one appreciates it, you simply stop doing it. In this case, it is Michelin that can provide that assessment. There are currently fewer than 4,000 Michelin-starred restaurants in the world, so being one of them is a great honour."
This year's Michelin Guide features 34 Latvian restaurants, with 27 in Rīga and seven elsewhere. However, challenges persist in the sector; last week, the seafood restaurant "Tails" in Rīga closed due to tax debts of nearly €129,000. Jenzis highlighted ongoing issues like pandemic aftereffects and declining purchasing power, calling for reduced VAT rates and political support to sustain the industry.
