Lithuanians have long enjoyed cheap flights and cheap meals, but the nation’s new tourism bureau is giving locals a reason to get out and explore.
With a national tourism policy that encourages travelers to seek out more local and foreign culture, Lithuania is looking to attract more millennials to its tourism industry.
In recent years, the Lithuanian government has also begun to promote more culturally sensitive travel to attract people with a more nuanced view of the world.
Lithuanians have historically been known for their romantic love for Lithuania, but their new bureau, the Lietuvos Tourism Authority, is aiming to help attract younger generations to the nation, in particular by giving them more access to Lithuanian culture.
The Lietuva Tourism Authority launched in 2017 with the goal of increasing tourism to Lithuania by 50 percent in the next five years.
Since then, the agency has worked to boost the Lithuanians tourism profile in other ways, including improving infrastructure and boosting social and cultural activities in the country.
Currently, more than 2 million people visit Lithuania each year, and they are the largest tourists in the European Union.
While the number of tourists visiting Lithuania in the future is expected to increase by another 10 percent, the Lithuania Tourism Authority has plans to double that number in the coming years.
Lithuania has seen a recent rise in tourism.
“We are planning to double the number in five years, from 4.5 million tourists in 2021 to 8.2 million tourists by 2024,” said Lietua Tour Operators Association president Janusz Laita.
This is expected increase in tourism to around 15.5 percent, and Lietuzas Tourism Authority plans to continue increasing the number and growth rate of Lithuanian tourists, Laitan said.