Local residents would rather watch Liepaja 2027 events than get involved in their organization - study

RIGA - 91 percent of Liepaja local residents would be ready to participate in Liepaja - European Capital of Culture 2027 (Liepaja 2027) events as the audience, while the readiness for more active forms of participation is lower, a study on cultural habits, accessibility and development in Liepaja, Dienvidkurzeme and Kuldga region has concluded.

As Zita Lazdane, the head of public relations and marketing department of the foundation Liepaja 2027, informed LETA, the study on accessibility and development of culture in Liepaja, Dienvidkurzeme and Kuldiga regions, commissioned by the Latvian Academy of Culture, was published on Tuesday.

The data and analysis of the study confirms that the Liepaja 2027 program should continue to work on improving digital accessibility, strengthening international cooperation, sustainable tourism development, active public engagement and strong community participation to make culture more accessible and inclusive, Lazdane said.

The results of the survey show that 91 percent would be willing to participate in Liepaja 2027 events as an audience, while in more active forms of participation the readiness is lower - 33 percent would be willing to participate as volunteers, 26 percent would be willing to provide various proposals and ideas, 24 percent would participate as event participants, and 20 percent would be willing to organize various activities.

Public awareness of various culture-related events was also surveyed. Awareness of cultural events varies - in Liepaja it is 6.4 out of 10, in Dienvidkurzeme - 5.3, and in Kuldiga - 4.4. Three types of cultural activities attract the largest share of the audience: city festivals, visits to cultural and historical sites and popular music concerts.

Lazdane emphasized that people in Liepaja appreciate the diversity and quality of their city's cultural offer, pointing out that it is not necessary to travel to the capital to experience high quality events.

A significant part of the study is devoted to international cooperation. Also, 75 percent of organizations in the sector are already actively integrating European themes into their work, creating content that resonates in the wider cultural space. 53 percent of citizens and 65 percent of cultural professionals consider it important to have international cultural events in their area of residence.

Almost all respondents consume some cultural products online, but the most active digital consumption is concentrated in music, film and cultural media, and is uneven across socio-demographic groups. The lowest digital activity is observed among seniors, men, Russians, rural residents, the less well-off and people with functional disabilities.

As many as 25 percent of cultural and creative sector organizations in Liepaja, Dienvidkurzeme and Kuldiga offer digital services, and most of these offer one to 25 events per year. The researchers conclude that promoting access to culture in the digital environment requires targeted investments to reach different groups, as well as support for meaningful citizen engagement, such as online discussions, digital heritage aggregation and other activities.

Researchers have also found that tourism in Kurzeme, especially in Liepaja, is becoming an increasingly important economic drive in Latvia, with tourist flows levelling off throughout the year, supported by a wider and higher quality offer of public events. Of all public events available in Liepaja, 87.5 percent are suitable for attracting tourists and 70.4 percent are accessible to people with reduced mobility.

Cultural and creative industries companies as well as tourism operators actively use local cultural resources - 85 percent of organizations have created products based on local resources in the last year and 71 percent on cultural heritage practices. 29.6 percent of all events included in the Liepaja 2024 events calendar fully or partially integrate local values.

In Liepaja, Dienvidkurzeme and Kuldiga, 30 percent of commercial tourism service providers focus on international export markets, promoting Kurzeme outside Latvia.

The involvement of educational institutions in cultural life is still uneven - the survey data shows that there is a need for closer partnerships between cultural organizations and educational institutions, including more active integration of RTU Liepaja resources in the cultural and creative sector.

The involvement of citizens in cultural life is assessed as important. 70 percent of respondents consider the participation of local residents in shaping the cultural offer very important. This statement was rated lower by young people, residents of Dienvidkurzeme and rural areas.

The researchers concluded that the implementation of the Green Deal continues to develop, with several initiatives in the public environment and tourism sector promoting environmentally friendly lifestyles. 12 percent of the population confirm their civic engagement in environmental issues, which creates a basis for further investment in public education on sustainability.

The aim of the baseline study was to investigate and record the current situation and what needs to be developed in order to achieve the objectives of Liepaja 2027.

The study was carried out by the Institute of Culture and Arts of the Latvian Academy of Culture between March 1, 2024, and March 31 this year.

The cost of the study is EUR 41,000 without value added tax.