Tartu Tourism Boosted by New Train Link to Riga

Tartu, Estonia, is actively promoting itself as a family-friendly destination to residents of Riga, Latvia, capitalizing on the recently established direct train connection between the two cities. A new advertising campaign highlights the convenience of rail travel and the attractions Tartu offers for visitors with children.

Campaign Focuses on Shared Family Experiences

The marketing campaign centers around the concept of nostalgia, emphasizing the importance of shared moments between family members. According to Marleen Kirsip, marketing manager for the City of Tartu, the campaign aims to tap into the desire for quality time together, particularly in a world increasingly dominated by screens. “When you ask people about their childhood travel memories, they remember shared moments, not specific sights,” Kirsip stated. “In today’s fast-paced, screen-centred world, shared moments with family have become a valuable commodity, which train travel and Tartu’s attractions can help to create in a natural way.”

Growing Latvian Tourism to Tartu

Latvia has become Tartu’s most significant and reliable international tourism market in recent years. Annika Ojasaar, head of tourism for Tartu, noted that the number of Latvian visitors has not only recovered to pre-pandemic levels but has similarly increased substantially. “Estonia’s only international train connection, between Riga and Tartu, will certainly sustain that growth,” Ojasaar said.

New Train Connection Details

A direct train line connecting Tallinn, Tartu, and Riga was launched on January 12, 2026. The train departs daily from Tallinn at 2:50 PM, from Tartu at 5:05 PM, and arrives in Riga at 8:46 PM Elron.

Travel Options Between Tartu and Riga

Besides the direct train, travelers can also reach Riga from Tartu by train with a transfer in Valga, or by bus. According to Rome2rio, bus tickets from Tartu to Riga start at $18 (€14), even as train travel is available from €11.00 railcc. Bus travel time is approximately 3 hours and 46 minutes Omio, while the train journey with a transfer takes longer.