Light in the Dark – Increasing resilience in rural and coastal tourism in the northern Baltic Sea Region by developing off-season experiences

Light in the Dark

A New Off-Season Tourism Experience “The Finer Pleasures of Life: Culture and Taste” Tested in Kurzeme

10 March 2026

A newly developed off‑season tourism experience in Kurzeme brought together culture, taste, and coastal tranquillity, showcasing the potential of refined, small‑scale experiences outside the peak season.

Technical details

On 5 March 2026, a new off-season tourism experience titled “The Finer Pleasures of Life: Culture and Taste” was tested in Upesgrīva. The experience was created by Kurzeme tourism entrepreneurs “Vilsons Production” and “Es gatavoju”. The testing was organised by the Kurzeme Planning Region within the Interreg Baltic Sea Region Programme project “Light in the Dark”, bringing together tourism experts to experience the product, evaluate it and discuss with the entrepreneurs how the offer could be further enriched.

The new product is designed for tourist and corporate groups, offering a high-quality and inspiring experience that combines the proximity of the sea, the tranquillity of the countryside, a professional cultural programme tailored to different groups and interests, and contemporary interpretations of Kurzeme flavours. The event took place at Vilsons’ Veranda “Rūķi” in Upesgrīva – the smallest concert hall in Latvia located close to the sea, where audiences enjoy academic and jazz music as well as poetry performances. Here, culture and flavours merge into a single experience, creating a calm and welcoming seaside atmosphere.

During the evening, guests experienced a tasting of local products titled “Flavour Harmony”, guided by flavour expert Karīna Leinberga-Lemberga, highlighting products from Kurzeme and other regions of Latvia together with their contemporary culinary interpretations. The cultural highlight of the evening was actor Mārtiņš Vilsons’ poetry performance “Čaks in the Peace of the Countryside at Vilsons’ Veranda”, featuring poetry by Aleksandrs Čaks interpreted musically by the performer. The special guest of the evening was pianist Agnese Egliņa, while the atmosphere was further enriched by the exhibition “Light Traps” by glass artist Arts Nīmanis.

The event was designed as an intimate gathering resembling a small house reception, where guests could enjoy culture, conversation and the flavours of local products in a relaxed and homely setting.

The testing of the off-season tourism product was organised by the Kurzeme Planning Region in order to support entrepreneurs in developing new and attractive tourism offers and to strengthen off-season tourism in Kurzeme. During the testing, the guest experience was evaluated and recommendations were provided on how the offer could be further developed and adapted for different audiences.

For this purpose, tourism researcher, Professor at Vidzeme University of Applied Sciences and leading researcher Dr. geogr. Andris Klepers, together with other tourism experts, participated in the event, sharing their expertise and providing entrepreneurs with comprehensive and professional recommendations.

“Vilsons Production and Es gatavoju demonstrated a highly professional collaboration in Upesgrīva, organically complementing each other’s offer – a synergy we would like to see more often in Kurzeme. The standard of hospitality is high, and the hosts’ genuine care and attention to the guest experience are clearly felt, giving the cultural event a particularly personal and welcoming atmosphere. The original cultural programme and authentic, yet contemporarily interpreted Kurzeme flavours in the historic fishermen’s homestead surrounded by scenic nature create a relaxed and fulfilling ambience. This offer can also be adapted to meet the requirements of an export-ready tourism product and complements the tourism offer of the Kurzeme coast,” noted Dr. geogr. Andris Klepers.

The new experience was developed within the competition “Light in the Dark: Competition for New Off-Season Tourism Products in Kurzeme”, organised last year by the Kurzeme Planning Region in cooperation with the Kurzeme Tourism Association. Entrepreneurs from across Kurzeme were invited to submit ideas suitable for the period outside the active tourism season.

Project “Light in the Dark”

The testing of off-season tourism products was organised within the Interreg Baltic Sea Region Programme project “Light in the Dark” (No. C034). Light in the Dark is an Interreg Baltic Sea Region project aimed at developing innovative experiences to extend and create new seasons beyond the traditional summer season. The Challenge Inventory survey is conducted in all participating countries: Finland, Sweden, Estonia, Latvia, and Lithuania. It is aimed at SME’s in the Northern Baltic Sea region and explores the interest of small and medium-sized businesses in expanding their operations beyond the traditional summer season as well as the challenges they face regarding seasonal variations in tourist flows.

More about the project: https://www.kurzemesregions.lv/en/projects/tourism/light-in-the-dark/

Project manager:
Anna Elizabete Upsava
+371 26369876
anna.upsava@kurzemesregions.lv