Liepāja – European Capital of Culture Welcomes 32 New Influential Ambassadors from Kurzeme

Foto: Karlis Volkovskis | Autors: Zita Lazdāne | 2025.05.12

On 10 May, the European Capital of Culture – Liepāja 2027 – gathered its newest addition to the ambassadors’ team for their very first meeting. Thirty-two energetic and inspiring individuals from Liepāja, Kuldīga and South Kurzeme came together, having earned their title through a highly competitive selection process. United by their passion for their communities and belief in the cultural potential of the region, these ambassadors will now play a key role in representing and promoting “Liepāja 2027” across city, county and regional levels, helping ensure local residents are not just informed, but actively engaged in the journey.

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The public competition for the ambassador title drew impressive interest, with 61 applications submitted for 58 nominees. The jury assessed each candidate’s public recognition and reach, personal achievements, presentation skills and their potential to meaningfully contribute to the European Capital of Culture programme. Open to anyone living in the creative Land of (un)rest – Liepāja, Kuldīga and South Kurzeme – the call was for those with a clear vision and ideas to enrich or promote Liepāja 2027, ensuring long-lasting value for their city, municipality or region.

“Last year we approached recognised leaders from across Latvia to become ambassadors for Liepāja 2027,” explained Inta Šoriņa, Chair of the Liepāja 2027 Board. “This year, we zeroed in on professionals who are deeply tied to the daily life of the creative Land of (un)rest. We thought — and it turns out we were right — that no one knows their local heroes better than the locals themselves. That's why we put out a call for applications, and now we've got an amazing team of ambassadors.”

The new ambassadors are as varied as they are passionate. Among the artists joining the team are pianist Agnese Egliņa, singer Ance Krauze, artist Annemarija Gulbe, musician Emīls Balceris, songwriter Maija Kalniņa, choir conductor Māris Sirmais, and composers Pēteris Vasks and Uldis Marhilevičs. Experts in tourism, hospitality and wellness also join the fold — including Agita Kurzeme, director of the “JA Travel” agency; ship captain Jānis Freimanis; cultural venue “Pērles” owners Eva Vecvagare and Ingus Krūmiņš; wellness and style advocate Gatis Veilands from “Stila un labsajūtas platforma”; chef Jolanta Bula from the restaurant “MO Liepāja”; Loreta Skaburska, the owner of “Madam Hoyer’s Tavern”; wellness centre “Via Vitalité” project manager Monta Norkuse; recreation complex manager Toms Grasmanis-Laše; and travel agency project manager Zane Meldrāja.

Preserving the region’s intangible cultural heritage will be in the hands of dedicated cultural leaders: Daiga Straupeniece, who is in charge of the Rucava Cultural Heritage Development Association, Gunta Klievēna of the Bārta ethnographic ensemble, Ilga Leimane of the folklore ensemble “Suitu vīri”, local historian Lelde Jagmina, Solveiga Kūlaine from the Otaņķi ethnographic ensemble and folklore group “Ķocis”, and Staņislava Skudiķe of the Rucava ethnographic ensemble.

Meanwhile, the protection of cultural and historical heritage will be supported by Andris and Inese Tauriņi, founders of the Aizpute Renaissance Society, and UNESCO site manager Jana Jākobsone. The new team also includes a range of other trailblazers, such as entrepreneur Artis Rozītis, ultra-cyclist and teacher Arvis Sprude, architect Didzis Jaunzems, IT project manager Linda Alksne, and Diāna Ansule, head of the association “Mēs Bernātiem”.

Each ambassador takes on a voluntary role, guided by their own ideas and talents. Whether it’s using their professional expertise to contribute to project goals, spreading the word in their communities about the meaning and opportunities of Liepāja 2027, or taking part in events and initiatives, these individuals are now part of a shared mission: to raise the profile of Liepāja as a cultural capital not just in name, but in spirit and action.
The jury that selected the ambassadors included five members: Baiba Bartkeviča, Artistic Director of Liepāja 2027; Orests Silabiedris, one of the original ambassadors and Artistic Director of the Great Amber Concert Hall; and communication experts Zita Lazdāne, Ilze Meirupska and Sanita Dejus from each of the three participating municipalities in the creative Land of (un)rest.

The Liepāja 2027 ambassador programme now brings together 69 professionals, all contributing in their unique ways. To learn more about the programme, meet the ambassadors, or explore how to get involved, visit the Liepāja 2027 website: https://liepaja2027.lv/en/ambassadors/about-programme/