Goal Events Group Sia

What Goal Events Group Sia does

Goal Events Group Sia is a privately held destination management company (DMC) specializing in MICE — Meetings, Incentives, Conferences, and Exhibitions — across the Baltic states of Latvia, Estonia, and Lithuania. Founded in 2010 by Silvija Freimane and headquartered in Riga, the company delivers full-service event production spanning venue sourcing, logistics coordination, transfers, restaurant and vendor management, conference orchestration, incentive trip planning, and themed experiences. The firm operates lean teams in Riga, Tallinn, and Vilnius, and has built a portfolio of proprietary themed concepts (Art of Collaboration, Eco Horizon, Never Done It Before, Vision of Tomorrow, Five Elements of Life, Level Up) that bundle activities, content, and sustainability or technology themes into packaged experiences. Following a 2020 pivot, the company also offers digital and hybrid event production incorporating live streaming, VR/AR, and smart event management tooling.

The company serves primarily enterprise and association clients — including Deutsche Telekom, AXA, the Belgium National Football Team, EENA, and the Latvian Tourism Forum — across telecommunications, insurance, sports, healthcare, tourism, and professional-association verticals. Revenue is generated on a project-based, custom-quote professional services model with multi-year client relationships, and the company goes to market both through direct enterprise sales and through channel partnerships (Ria Mooijaart DMC Collection for German-speaking and BeNeLux markets since 2013; Moulden Marketing for UK and Ireland since 2019). Ownership transitioned in 2024 when Austris Cīrulis joined as co-owner alongside founder Freimane, and the firm relaunched its brand and visual identity in 2023. The company is privately funded with no disclosed institutional capital, awards, or patents.

Name

Goal Events Group Sia

Legal name

Goal Events Group Sia

Website

https://goalevents.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Goal Events Group Sia is a privately held Riga-based destination management company that plans and produces MICE events across the Baltic states (Latvia, Estonia, Lithuania) for enterprise clients, operating through direct sales and channel partners in Western Europe.

Ownership category

akta.pro rank

Product category

Event Management Services

NAICS

Convention and Trade Show Organizers (561920)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

MICE & Event DMCs (Meetings/Incentives/Conferences) (THAKAEAB)

akta.pro secondary industries

Venue & Special Event Site Sourcing (Unique Venues, Permitting) (THAHADAE), Corporate Retreats, Team-Building & Offsite Experiences (THAHAIAH), Experiential & Cultural Programming (Tours, Activities, CSR/Voluntourism) (THAHADAF), Venue Sourcing & Contract Negotiation Specialists (THAHACAH)

Keywords

• Event management services
• Destination management services
• MICE event production
• Corporate conference planning
• Incentive travel programs

Headquarters

HQ city

Riga

HQ country

Latvia

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Event Production Services: Full-service event production including conferences, incentive trips, exhibitions, and MICE add-ons. Revenue generated through project-based fees for comprehensive event management and coordination.
2. Destination Management: Destination management services including venue sourcing, logistics coordination, transfers, restaurant reservations, and local vendor management.
3. Themed Event Concepts: Proprietary themed event concepts including Art of Collaboration, Eco Horizon, Never Done It Before, Vision of Tomorrow, Five Elements of Life, and Level Up offerings.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Goal Events Group Sia is a Baltic-based destination management company (DMC) that plans and produces end-to-end MICE (Meetings, Incentives, Conferences, and Exhibitions) events for corporate clients in Riga, Tallinn, and Vilnius. Its core services include destination management (logistics, venue sourcing, transfers, local vendors), incentive trip design, conference production, and supplementary add-ons such as team-building and themed experiences. The company also operates a portfolio of proprietary themed event concepts (e.g., Art of Collaboration, Eco Horizon, Vision of Tomorrow) that can be packaged with its core MICE services.

Product overview

Goal Events is a premier MICE (Meetings, Incentives, Conferences, Exhibitions) event production company operating in the Baltic states (Riga, Tallinn, Vilnius). The company offers a unified suite of services centered around destination management and event production, supported by themed event concepts and supplementary add-ons. Core offerings include Destination Management, Incentive Trips, Conferences, and MICE Production, complemented by themed conference and incentive experiences (Art of Collaboration, Eco Horizon, Never Done It Before, Vision of Tomorrow) and MICE Add-ons (Level Up, Five Elements of Life). The company positions itself as a full-service destination management agency (DMC) providing comprehensive event orchestration from logistics coordination to venue sourcing and entertainment.

Differentiator

Problem solved

Functional benefit

Products and services

• Destination Management Expert curation of tailor-made destination management experiences, ensuring smooth logistics and coordination while showcasing the best of Baltic locations (Riga, Tallinn, Vilnius) to create unforgettable moments for event attendees.
• MICE Production Seamless orchestration of meetings, incentives, conferences, and exhibitions, transforming ideas into immersive experiences that captivate and inspire attendees.
• Conferences Innovative conference experiences blending cutting-edge technology with flawless execution to create captivation and memorable impressions for audiences.
• Incentive Trips Tailored reward, motivation, and engagement experiences for teams, ranging from adrenaline-pumping adventures to luxurious escapes, designed to inspire and motivate attendees.
• MICE Add-ons Supplementary features including team-building activities, immersive workshops, and unforgettable excursions designed to enhance events and create lasting impact.
• Event Add-ons Additional engagement features introducing unique experiences or customized components tailored to specific event objectives, making events truly extraordinary.
• Additional Services Supplementary services including venue sourcing and vendor management ensuring every aspect of events is polished to perfection.
• Art of Collaboration All-encompassing conference experience through collaborative projects and team-building activities that develop essential skills and forge lasting professional connections.
• Eco Horizon Comprehensive conference blending eco-conscious gourmet meals, sustainability workshops, and industry insights for sustainable organizational growth.
• Never Done It Before Unique activities helping participants push boundaries including car football, bobsleigh, zip line adventures, escape rooms, and other thrilling experiences.
• Vision of Tomorrow Technology-focused incentive event featuring interactive technology labs, virtual reality demonstrations, expert speakers, and unconventional activities for business strategy insights.
• Level Up Unconventional activities like fire walking and sound bath meditation, customizable to company-specific needs and goals for impactful MICE experiences.
• Five Elements of Life Diverse blend of activities and experiences catering to varied interests and objectives with customizable options for companies.

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Moulden MarketingcoreChannel Partner/ Reseller/ Distributor · 1 January 2019Partnership established in 2019 with Moulden Marketing representing Goal Events in UK and Ireland markets, further amplifying global reach and enabling service to a wider array of international clients.
• Ria Mooijaart DMC CollectioncoreChannel Partner/ Reseller/ Distributor · 1 January 2013Strategic partnership established in 2013 enabling Goal Events to extend services into German-speaking and BeNeLux markets. This partnership has broadened the company's international reach and clientele base.
• MeetRigaminorGTM or Marketing PartnerIndustry membership organization for destination marketing and promotion of Riga as a MICE destination.
• LIAA (Latvian Investment and Development Agency)minorGTM or Marketing PartnerNational investment and development agency supporting Latvian businesses and destination promotion.

Scale indicators5 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• HelmsBriscoe: Largest global venue sourcing and meetings management firm specializing in hotel/venue contract negotiation for corporate events. Directly comparable because venue sourcing is one of Goal Events' core DMC services and similar customers are targeted.
• ITA Group: Corporate engagement and incentive travel company building meetings, events and loyalty/motivation programs. Comparable as a peer-level B2B provider of incentive travel and meetings experiences aimed at enterprise customers.
• BCD Meetings & Events: Worldwide corporate meetings and events management firm delivering strategic meetings, event production and incentive programs. Comparable because it competes for the same multinational corporate MICE budgets with similar full-service delivery.
• MCI Group: Global meetings, events and association management agency offering MICE production, destination services and incentive travel across multiple regions. Directly comparable as a multi-region full-service MICE/events agency serving enterprise and association clients.
• PRA (now part of Amplify): Global event and brand experience agency producing corporate events, conferences, and incentive travel worldwide. Comparable for its full-service MICE event production capability and multinational enterprise client base.
• Pacific World (a Destinations International company): Global destination management company providing incentive, conference and event services across more than 40 countries. Comparable as a head-to-head DMC competitor for inbound MICE events in specific regional destinations.
• ATPI Griffinstone (formerly ATPI Live Events / Eventia): International DMC and event management company offering destination management, conferences and incentive travel across multiple markets. Comparable as a multi-region DMC rival for inbound corporate incentive and conference programs.

Broad incumbents

• Maritz Global Events: Long-established large-scale events and incentive travel company with a broad portfolio spanning event production, incentive travel and meeting services. Comparable through incentive travel and corporate MICE execution, though it is significantly larger and broader than Goal Events.
• Kuoni Global Travel / Tumlare DMC: Long-established global DMC offering destination management, incentives and event services worldwide. Comparable through overlap in incentive travel and corporate MICE event services across multiple regions.

Emerging players

• cievents: European-headquartered event agency focused on corporate event management and association conferences. Comparable as a newer-generation, agile MICE event production competitor with overlapping service categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/GoalEventsBaltics
• LinkedInlinkedin.com/company/goal-events
• Instagraminstagram.com/goalevents

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Goal Events Group Sia