The national ecolabel of tourist accommodation establishments and rural tourism enterprises of Latvia – the ‘Green Certificate’ (hereinafter the ‘Green Certificate’) celebrated its 20ᵗʰ anniversary in 2019. Its creation in 1999 was initiated by the Latvian Rural Tourism Association ‘Baltic Country Holidays’, and it is currently one of the oldest European ecolabels still in operation. One of the most significant tourism and rural tourism resources in Latvia is the natural and cultural heritage, which is the basis for the development of rural tourism products. In this process, ecosystem services used in tourism products play a major role. One of the goals of the ‘Green Certificate’ is environment, nature and local society friendly and sustainable farming, which means both a careful use of natural resources and their inclusion in the tourism product development process. The aim of this study was to find out which ecosystem services were used and the ways they were used by rural tourism companies to create the nature protection, social and economic added value. According to the respondents, 1/3 of the revenue of the ‘Green Certificate’ companies is generated by the use of the ecosystem services. It is an argument for further research on the possibilities of the ecosystem services to be used more effectively in future in developing new rural tourism products.

1991-2017 the Southeast coast of the Baltic Sea area, Lithuania, Latvia and Kaliningrad Region of the Russian coastal habitats was very intense, often chaotic variety of recreational facilities and areas of privatization and urbanization. These processes significantly influenced the character of the recreational landscape of Palanga, Jurmala and other resorts and coastal areas, as well as the expression of the urban structure and architecture of seaside towns, Ventspils, Liepaja, Giruliai, Melnragė, Karklė, Šventoji, Curonian Spit and other settlements. After a quarter of a century, some tendencies of the recreational environment and the evolution of the cultural landscape identity can be noticed. Recently, several projects for the improvement of recreational infrastructure and architectural environments have been implemented in Lithuania with the assistance of the European Union Structural Funds. Unfortunately, the results of the projects are not always positive. The planning of coastal settlements is often overlooked by good long-term planning experience. This article analyses the impact of changes in the quality of the Lithuanian recreational territorial system in the South-Eastern Baltic and the region’s recreational potential. Palanga resort areas dominated by architectural chaos and recreational quality of the environment tended to deteriorate; especially experts poorly assessed the central Basanavičiaus Street. The changes in cultural landscapes are influenced by a whole range of methodological and practical factors: insufficiently effective research and modelling methods, unjustified privatization of state property, huge flows of individual automobiles, and faults in the formation of recreational greenery. Based on the research of the recreational system of the coastal region of the long-term seaside, it can be concluded that in recent years the quality of the environment of many coastal zones of Lithuania has lost important qualitative components, deteriorated the quality of public spaces and increased urban and architectural chaos