The aim of this study is to carry out an analysis on the implementation of the principles of sustainable leadership in the tourism information centres of Latvian State cities in order to promote the visibility of the territory they represent. This article presents an analysis of the literature on sustainable leadership and visibility of the territories, and provides characteristics of the sector represented by the tourism information centres of Latvian State cities. To identify the possible solutions to the improvement of sustainable leadership principles in the tourism information centres of Latvian State cities, we analysed the following: the implementation of sustainable leadership principles; and the views of the cooperation partners on the visibility of the tourism information centres in their areas, and the promotion of the territory they represent. The results of the study indicate that, based on the assessment of the cooperation partners, the principles of sustainable leadership are generally applied in only three (out of ten) tourism information centres. It was concluded that the application of sustainable leadership principles in the tourism information centres would promote smooth entry into priority target markets and the fastest possible initiation of promotion activities in secondary target markets, which soon could potentially rank on the list of priority target markets, in order to replace one audience with another due to the changing geopolitical situation in the world.

The tourism sector includes a variety of services, with restaurants being a vital component of it. It is directly linked to two crucial factors—customer service and sustainability. According to the Sustainable Hospitality Alliance, every year, nearly three billion tons of waste from food is created by the restaurant companies. Globally, restaurants and food businesses lose $2.6 trillion each year due to food waste. The goal of this chapter is to narrow the understanding divide among theory and practice in implementing sustainability in the restaurant industry, while also examining the role of sustainable practices in customer attraction through a case study from Riga, Latvia. Sustainability encompasses economic, social, and environmental aspects. In Latvia, the restaurant industry was the first to develop a Memorandum based on an extensive self-initiated study, promoting awareness and implementation of sustainability principles in food service operations. The Memorandum includes principles of sustainable business, grounded in internationally recognized industry standards and best practices.

Tourism is highly exposed to external shocks such as pandemics, geopolitical instability, and security related disruptions, which particularly affect small and rural enterprises. Although digital tools are frequently discussed as mechanisms supporting tour-ism competitiveness under volatile tourism flows, consumercentred evidence remains limited. This study examines how consumers in Latvia evaluate digital tools and which factors they associate with rural tourism competitiveness and improvement priorities. The study is guided by a conceptual framework in which digital tools function as intermediary mechanisms linking tourism flow disruptions to rural tourism competitiveness through consumer perceptions of accessibility, convenience, and trust. A mixed-methods CATI survey (N = 1,004) was conducted in February-April 2025, combining statistical analysis of closed-ended responses with thematic analysis of consumer-defined competitiveness and improvement priorities derived from open-ended questions. The results show that age is the main factor differentiating evaluations of digital tools, while regional and settlement-type differences remain weak. Online booking and digital payments are valued across all age groups, whereas tools such as virtual tours show stronger age-related variation. When discussing competitiveness, respondents most frequently refer to institutional conditions, promotion, pricing, and digital tools as key competitiveness dimensions. However, when identifying improvements, priorities shift toward diversification of the tourism offer and physical accessibility. Digital tools remain important and are primarily associated with practical functions such as booking, payments, information access, and online visibility that make rural tourism offers easier to find and use. The findings highlight the growing role of digital accessibility and information transparency as foundational conditions for rural tourism competitiveness under uncertain tourism environments.