In the era of increasing globalization, international cooperation and international trade, it is becoming more important to focus the attention to particular markets and countries to facilitate exports. It ensures more targeted approach and thus more efficient use of the scarce resources. The choice of the export target countries is done in several levels – government, associations and enterprises. If the same export target countries are chosen at different levels, it is possible to enhance the overall results. In Latvia the collaboration in the selection process of the export target countries is ensured by the memorandum of understanding. However, 3 criteria stated in the main export facilitation planning document are not enough to provide the best results. Therefore the research aims to identify more optimal choice of the factors. Based on the Latvian exporting companies’, export related institutions’ and other partnership’s opinion, the results show that the main criterions, which have to be considered for the selection of the export target countries, are important export market for Latvia; economic indicators; quality of infrastructure; stable and secure banking and financial markets; national security; political stability; perception of corruption; geographical proximity; membership of international organizations; import volume. The analysis of these criterions provides export authorities comprehensive information on the potential export markets thus ensuring more qualitative outset of the export target country selection process.