The British tabloid dedicated an enthusiastic article to the capital of Latvia. It states: Riga offers everything one could wish for during the winter holidays, and very cheaply.
The tone in Mirror is remarkably complimentary and abounds with familiar clichés, writes Grani. "European winter fairytale," "Christmas magic at a bargain price," "Christmas stalls are full of gift ideas" — does this ring a bell? This is the language of marketers.
Indeed, at the beginning of the article, it is honestly warned: "This article contains affiliate links. We will earn a commission on any sales made through them." This means we are dealing with typical promotional text. Its headline, "Fairytale city with direct flights from the UK for £20..." already emphasizes whose interests it serves — most likely, the airline Ryanair.
Nevertheless, this is a very informative text for us Latvians, allowing us to see what British marketers consider the main Latvian attraction and how they entice their customers to our country.
"There is a whole list of European countries offering some of the most impressive Christmas markets, located in charming cities against a backdrop of mountains that could easily remind one of something from a Hallmark movie. However, some of these places can be quite expensive, as prices skyrocket during the holiday season. But that doesn’t mean we have to sacrifice our European winter fairytale," writes the author of the text, Amy Jones.
She informs that "Christmas magic at a bargain price" can be found in the capital of Latvia. "This city, known for its pedestrian medieval Old Town and Art Nouveau architecture, offers everything one could wish for during the winter holidays."
Next, it talks about our "charming traditional Riga Christmas market at Dome Square with numerous stalls and a rich gastronomic fair offering winter street food and Latvian cuisine." It lists everything that can be bought there — "wax candles, gingerbread, socks, woolen gloves, as well as kits for making wreaths, wall decor, and acrylic dishes."
It is mentioned that Riga is the "European capital of Art Nouveau," which "truly enchants with its charming colorful houses adorning the streets and vibrant cultural life," including bars and nightclubs "in the lively Līvu Square."
But we already know all this about our beloved city. Now for the most important part. "The annual Christmas market barometer," prepared by the British Post Office, compared prices in European capitals and found that Riga is one of the cheapest destinations for a two-day trip to a Christmas market. Meanwhile, Copenhagen and Vienna are among the most expensive," writes Mirror.
"The Post Office revealed how much you are likely to spend in Riga for a two-day stay for two during the Christmas market. This is certainly a great deal. They listed the following prices:
Four cups of coffee in a café or bar = £11.49 (13 euros — ed.)
Two three-course lunches for two (including a bottle of wine) = £132.89 (150.75 euros — ed.).
Four glasses of wine, punch, or mulled wine at the Christmas market — £14.37 (16.30 euros - ed.)
Four pieces of cake/gingerbread/stollen at the Christmas market for £12.57 (14.26 euros - ed.)
Additionally, a two-day stay in Riga with breakfast and a direct flight or Eurostar ticket for two will cost £377. If everything is included, this weekend for two in Riga will cost £555.50, or £277.75 per person (630 euros for two or 315 euros per person — ed.). This starkly contrasts with Copenhagen in Denmark, where, according to estimates, accommodation for two with the same amenities would cost a staggering £1,056.55. Or £926.41 for a similar two-day trip to Vienna in Austria."
Of course, we are curious to know that for the British, a cup of coffee for 3 euros (which in Italy, by the way, costs only 1.20 euros), gingerbread for 4.50 euros, and lunch for two for 150 euros is an extraordinary bargain that one must immediately get up and rush to buy a ticket for. For many Latvians, however, prices in our cafés are too high to visit. And prices at the Christmas markets are simply exorbitant, so not all locals buy anything there: more often, they just mingle to soak in the Christmas atmosphere. But this year, it seems, our vendors will be saved by British tourists. At least, the British tabloid did everything possible for this, providing a detailed schedule of flights from London, Leeds, and Manchester at the end of the article and reminding that the pound has fallen against the euro less than against other European currencies (forints and crowns), so one must definitely go.
