In a world where international relations have become not merely a tool but a necessity, individuals capable of connecting countries, cultures, and meanings are especially valuable. Liga Sicheva is precisely such a person — someone who transforms dialogue into real projects and cooperation into sustainable results.
For more than ten years, her professional activity has been connected with Azerbaijan. She describes the country not only as a partner, but also as a part of her inner world. In this interview, we spoke about tourism development, the business environment, startups, and why diplomacy today goes beyond the boundaries of politics.
— Ms. Liga, welcome to Azerbaijan! Please tell us briefly about yourself.
— Thank you! My name is Liga Sicheva, and for more than ten years I have been deeply connected to Azerbaijan. My professional life has largely been shaped by the development of cooperation between Latvia and Azerbaijan, as well as the involvement of other countries in this dialogue. I often say that my heart has four parts: Latvia, Azerbaijan, Estonia, and Finland.
At the same time, I am first and foremost a family person: I have two sons and a husband who understands my work and frequent travels.
But more broadly, I am a citizen of the world. I believe that a person is defined not by nationality, but by inner values. If a person carries kindness within, they can make the world better. This is my philosophy.
— You are the official representative of the Latvian Chamber of Commerce and Industry in Azerbaijan. How did this journey begin?
— Very early. When I was about ten years old, I took part in an international project called “Latvians Go to Europe.” I spoke passionately about my hometown Smiltene. From that moment, the international environment became part of my life.
Later, I wanted to become a diplomat and study political science, but I chose business administration to enter practice earlier. Over time, I joined the Latvian Chamber of Commerce and Industry, and for more than 14 years I have been working on international projects. My geographical scope gradually expanded — from the Baltic countries to Morocco, China, and across Europe. That is when I understood that working with international projects is also diplomacy.
Today my work is built around four main directions, all related to international cooperation. I am the official representative of the Latvian Chamber of Commerce and Industry in Azerbaijan, International Cooperation Director and partner at “Powerhouse Latvia,” and I also lead a consumer rights protection project within Eurochambers. In addition, I teach at an international business school in Riga, delivering courses in international and financial project management. My students also include Azerbaijanis.
— Could you tell us more about the activities of the Chamber of Commerce and Industry?
— The Chamber has been active in Azerbaijan for more than ten years. However, in recent years cooperation has reached a new qualitative level thanks to concrete projects and initiatives.
We see significant potential here: business support, export development, and strengthening bilateral relations. This is not only about export-import, but also about investments — a competitive and dynamic field.
My main role is to connect Latvian and Azerbaijani companies, build sustainable partnerships, and organize B2B meetings, trade missions, and participation in international forums. It is also important to create mutual interest: we promote Latvia in Azerbaijan and Azerbaijan in Latvia.
I would especially note our productive cooperation with Azerbaijani partners. We exchange experience, and this brings real results.
In a broader context, the development of relations between our countries has been significantly supported by former President of Latvia Vaira Vīķe-Freiberga. The Global Baku Forum has also played an important role.
Today Latvia sees Azerbaijan as a strategic partner and even as a “gateway” to Central Asian markets. In this context, the development of the Middle Corridor is of particular importance.
— When did Azerbaijan enter your life?
— In 2016, during a trade mission from Baku to Riga. That was the starting point.
Later, broader initiatives emerged. During the pandemic, there was time for reflection. At that time, my second son was born. But we did not lose contact. When the world reopened, we launched the LEF-Network Azerbaijan project, connecting four countries — Latvia, Azerbaijan, Estonia, and Finland. This project was created in cooperation with the Caspian Energy Club, and it became one of the most important projects for me.
— What was its main result?
— People and connections. More than 25 agreements, dozens of events, and trade missions were implemented. Most importantly, interest in Azerbaijan grew significantly. If earlier it was difficult to attract companies, later their number increased almost threefold.
The most valuable outcome was personal experience. We traveled across regions, meeting people, culture, and business. People from the Baltics are usually more reserved, but in Azerbaijan, we seem to open up. Azerbaijan truly opens hearts.
— What is the secret of successful international cooperation?
— Interest and trust. It is not just about business relations, but about creating an environment where people genuinely want to communicate.
— Which areas are most promising for startups?
— A startup always begins with a problem. If you understand the local market, you must identify real problems and solve them. It can be logistics, production, agriculture, or services.
— So the idea must solve a concrete need?
— Yes. Otherwise, it remains just an idea.
— What advice would you give to young entrepreneurs?
— Be courageous. A startup is not about age — it is a mindset.
— A thought that inspires you most?
— Richard Branson’s quote: “If your dreams don’t scare you, they are not big enough.”
— What impresses you most about Azerbaijan?
— Its dynamism. The country is developing rapidly, infrastructure is being renewed, while history and traditions are preserved.
— What changes do you see in tourism?
— Comparing 2019 and 2023, the development is significant. Improvements in infrastructure, especially in places like Diri Baba, are very important.
— What is Azerbaijan’s tourism advantage?
— Diversity. Nine climate zones, mountains, sea, historical regions — all within one country.
— How is Azerbaijan tourism represented in the Latvian market?
— Mainly through individual initiatives so far. There is no large-scale flow yet.
— What does diplomacy mean to you?
— It is not only politics. It is communication, reputation, and the ability to build relationships.
— Your message to readers?
— In a time when the world is challenging, it is important to remain human, support each other, and preserve kindness.
The interview was founder of Fortunamag.az Saida Musayeva.
