As part of the Interreg VI-A Latvia–Lithuania Programme project “Exploit Your Senses to Discover the Green Secrets of Zemgale and Žemaitija!” (Green Secrets), a two-day tour for journalists and tourism representatives from Lithuania and Latvia took place on 18–19th of May 2026.
The tour was organised to showcase the natural and cultural attractions of the cross-border region, promote cooperation between tourism stakeholders and introduce participants to new visitor experiences developed within the project.
Exploring tourism opportunities across the border
The tour started in Joniškis, Lithuania, and continued through several destinations in the Lithuanian and Latvian border region.
In Kurtuvėnai Regional Park participants learned more about the park’s natural and cultural heritage and explored new visitor experiences developed to encourage people to discover the environment through their senses. The programme also included an escape room experience.
The group then visited Venta Regional Park, discovering the area’s distinctive landscapes and natural heritage. In the Žagarė area, participants also visited a newly opened museum featuring vintage cars and historical household objects, offering an insight into the region’s cultural heritage and local tourism potential.
The second day of the tour continued in Latvia. In Iecava, participants visited the Green Labyrinth, while in Eleja they explored Eleja Manor Park and its exhibition hall. The programme concluded at Rundale Palace, providing an opportunity to discover one of the most significant cultural heritage sites in the region.
The variety of destinations included in the tour demonstrated the potential of the cross-border area to offer visitors diverse experiences combining nature, culture, heritage and innovative tourism activities.
Creating new green tourism experiences
The tour is one of the activities contributing to the wider objectives of the Green Secrets project. By bringing together tourism representatives and media from both countries, the project supports greater visibility of attractions in the border region and encourages the development of new tourism connections across Lithuania and Latvia.
One of the project results is the development of the cross-border tourism route “Secrets of the Senses”, which connects destinations in Zemgale and Žemaitija. The route brings together newly created and improved indoor and outdoor visitor experiences, inviting visitors to explore the region through sight, sound, touch, smell and other senses.
The project also contributes to making natural and cultural heritage more accessible and attractive to a wider range of visitors, while encouraging sustainable tourism and longer stays in the cross-border region.
Strengthening cross-border cooperation
The activities demonstrate how cooperation between Lithuanian and Latvian organisations can create new opportunities for tourism development and help present the border region as a connected destination rather than as separate territories.
2021–2027 Interreg VI-A Latvia–Lithuania Programme project No. LL-00126, “Exploit Your Senses to Discover the Green Secrets of Zemgale and Žemaitija!”, is being implemented from 1 February 2024 to 31 October 2026. The total project budget is EUR 740,810.12, including EUR 592,648.09 ERDF funding.