Published on
December 17, 2025
As airBaltic embarks on a new chapter with the appointment of Erno Hildén as CEO, the airline’s trajectory is poised to have a significant impact on Latvia’s tourism industry. Hildén, who assumed his position in December 2025, brings extensive experience in aviation finance. His primary goal is to stabilize the airline’s financial performance while strengthening its role as a cornerstone of Latvia’s tourism infrastructure. This new leadership signals a shift in the airline’s approach, with a focus on sustainability and growth that directly benefits the travel industry, both in Latvia and the wider Baltic region.
airBaltic’s Role in Latvia’s Tourism Economy
airBaltic has long been a key player in connecting Latvia to Europe and beyond, facilitating inbound tourism to Riga, the capital city, as well as to other Baltic destinations like Vilnius and Tallinn. As the primary carrier for Latvia, the airline’s route network serves as a vital lifeline for both leisure and business tourism. It connects travelers to important cultural sites, historical landmarks, and natural attractions that make Latvia a rising star in European tourism. The stability and expansion of airBaltic’s operations are integral to meeting the increasing demand for international travel to Latvia, which saw a steady rise in arrivals pre-pandemic.
Financial Health at the Heart of airBaltic’s Strategy
Under Hildén’s leadership, the focus will be on improving airBaltic’s financial performance, which is key to the airline’s ability to continue supporting tourism. Although airBaltic has managed to stay profitable, its dependence on government funding and external support has highlighted the need for a more sustainable business model. The new CEO plans to diversify revenue streams, cut operational costs, and make the airline less reliant on public funding. A financially healthier airBaltic would translate into more consistent flight schedules, competitive prices, and better service—all crucial elements that will attract more tourists to Latvia.
Government Support and Airline Partnerships
The Latvian government plays a significant role in airBaltic’s success, providing strategic support and investment. This partnership has allowed the airline to maintain frequent routes, ensuring that tourists can easily access Latvia from major international hubs. Furthermore, government investments in airBaltic’s expansion and sustainability efforts are crucial in keeping Latvia competitive in the broader European tourism market. The airline’s ability to offer reliable and affordable travel options directly impacts tourism-related industries, from hotels and restaurants to local tour operators and cultural institutions.
Expanding Flight Networks to Boost Regional Tourism
With the new leadership’s emphasis on strengthening the airline’s financial position, airBaltic is expected to further expand its flight network. New routes and increased frequency on existing routes will open up Latvia to an even broader audience. Cities such as Riga are poised to see increased tourism traffic, both in terms of international visitors and business travelers. By expanding its reach, airBaltic could serve as a catalyst for tourism growth, helping to establish Latvia as a year-round destination.
In addition to leisure tourism, airBaltic’s role in corporate travel is also vital for the economy. With growing sectors in IT, finance, and manufacturing, Latvia is becoming an important hub for international businesses. The airline’s ability to facilitate business travel is key to positioning the country as a prime location for corporate events, conferences, and international meetings. This cross-sector support between the aviation and tourism industries can lead to a more robust economy.
The Long-Term Outlook: AirBaltic’s Vital Role in Recovery
The tourism industry in Latvia has been undergoing a recovery since the challenges of the global pandemic, and airBaltic is central to that recovery. Hildén’s plan for financial reform will contribute to the airline’s long-term viability, ensuring that air travel remains affordable and accessible for tourists. The airline’s ability to offer reliable service across various markets will help solidify Latvia’s position as a leading destination in the Baltic region.
Moreover, improved air connectivity will promote cultural exchange and economic ties with neighboring countries and regions. Whether it’s for a short holiday, a business conference, or a cultural exploration, airBaltic’s operations are a gateway for tourism that supports Latvia’s broader tourism goals. Riga, with its UNESCO-listed Old Town, bustling markets, and vibrant arts scene, is set to continue growing as a must-visit destination for international travelers.
A New Era for Latvian Tourism
With the appointment of Erno Hildén as CEO, airBaltic is poised to lead Latvia’s tourism sector into a new era. The airline’s focus on improving financial performance, increasing air connectivity, and strengthening its role as a vital tourism partner aligns with Latvia’s long-term travel and tourism goals. As airBaltic grows stronger, so too does Latvia’s potential to attract visitors from around the world, further establishing itself as a key player in Europe’s tourism landscape. With increased airline stability and expanded networks, Latvia’s tourism industry stands ready for a promising future, one that will continue to bring both international travelers and business opportunities to this beautiful Baltic gem.
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