Context:
The internationalisation of higher education institutions (HEIs) is a key strategy for fostering global collaboration and economic growth. Latvian universities have responded by adopting innovative approaches to attract international students and staff (Apsite-Berina et al., 2023). Historically advantaged by geography, linguistic diversity, and prestige during the Soviet era (Ozolina & Ulnicane-Ozolina, 2020), these benefits diminished with globalisation, prompting targeted reforms. Key measures included the 1995 Law on Institutions of Higher Education, aligning Latvian education with European standards (European Union, 2023), and joining the Bologna Process and Lisbon Recognition Convention to enhance student mobility and academic recognition (Council of Europe, 1997). Further initiatives, such as the National Development Plan 2014–2020, streamlined admissions, introduced European-language programs, and improved program quality. The region has entered into agreements with student recruitment agencies, which facilitate student mobility and improve Latvian universities' recruitment processes (Chankseliani, M.,Wells, A. 2019). In addition, the country has revised its academic program offerings to ensure compliance with the quality criteria outlined by the Ministry of Education and Science (Study in Latvia, 2022).

Methodology:
Building on a strategy already implemented in our previous work (Sospiro, P., et al., 2024), this case study examines the internationalization process of Latvian higher education institutions (HEIs). The analysis is based on data collected through a survey disseminated to all National Promotion Agencies (NPAs) in the EU. The survey aimed to provide an overview of the strategies and roles these agencies employ to boost the international outreach and partnerships of EU universities. In particular, the NPA Study in Latvia was among the first to respond, offering valuable information about its initiatives and practices.
The methodological framework includes:
(i) Policy and strategy analysis: Examines the strategies implemented to attract international students by the Agency.
(ii) Quantitative analysis: A statistical evaluation of international student enrolment in Latvian universities.
(iii) Case study approach: A detailed review of key universities with a higher number of international students, to explore best practices and their contributions to internationalisation.

Results:
This research provides insights into the key trends shaping the internationalisation process in Latvia, highlights the adopted by Latvian universities and the role of the Study in Latvia Agency on internationalisation process. Preliminary findings indicate that the majority of international students hosted by Latvian institutions originate from India (25%), Uzbekistan (12%), Sweden (8%), Ukraine (8%), Germany (7%), and Sri Lanka (6%). The prevalent fields of study include Social Sciences, Business and Law, Natural Sciences, Mathematics and Information Technology, as well as Health Care and Social Welfare. This diversity highlights the broad academic appeal of Latvian higher education institutions in attracting students from varied educational and cultural backgrounds.

Keywords: Internationalisation, Higher Education Institutions, Latvia, National Promotion Agency, Mobility, Strategies.