The number of tourists staying in accommodation establishments in Lithuania increased by 3.7% last year, reaching almost 4.26 million. This is the highest figure ever recorded. The flow of foreign tourists grew by nearly 12%, with even greater growth recorded in some target markets – the number of guests from Germany increased by 16% last year, and from Poland by 15 percent. The added value created by the tourism sector has returned to the pre-pandemic level and accounts for about 3% of the gross domestic product.
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At the same time, the amount and context in which Lithuania is talked about abroad are also changing. We are noticed by media giants such as The Telegraph, and world-class stars like Lenny Kravitz share their impressions from their visit to our country.
The latest example – this year Lithuania made it to the finals of the prestigious Wanderlust Reader Travel Awards 2026 in two categories – Most Desirable Country in Europe and Most Desirable Emerging Destination.
Wanderlust is one of the largest travel magazines in the United Kingdom, and its awards are held for the 25th time this year. Last year, more than 208,000 readers cast 4.8 million votes, so reaching the final, whose winners will be announced in November, is not only a nice entry in the list of awards but also a real signal that Lithuania is entering travelers’ radar.
Our biggest task now is to maintain this momentum. To continue improving connectivity, increasing accessibility, and consistently telling the story of Lithuania not as just another European country, but as a place where today you can experience what is increasingly lacking in Europe – space, silence, authenticity, and quality. Today, travelers choose not a country but an experience. Therefore, we need to talk more about what cannot be experienced anywhere else.
We have unique arguments. The European Tourism Commission highlights the Kaziukas Fair and Užgavėnės among Europe’s distinctive experiences. Plateliai has been recognized as one of the best tourism villages in the world. Gastronomy is also becoming an increasingly strong Lithuanian calling card.
In the first edition of the Michelin guide in Lithuania, 34 restaurants were recommended, and in this year’s third edition, their number has grown to 44; among them are four restaurants awarded Michelin stars and eight with Bib Gourmand awards. This shows not only the success of individual restaurants but also the broader maturity of the Lithuanian gastronomy scene.
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We also already have solid recognition from international guides such as Falstaff and Gault&Millau, Lithuania participated for the first time this year in the world’s most prestigious culinary competition Bocuse d’Or, and inbound tourism studies show that local cuisine today is one of Lithuania’s strongest attraction factors. Events like Pink Soup Fest also become a concrete reason to plan a trip.
Therefore, we see the greatest potential today in higher-value segments: among culture, gastronomy, nature, and wellness travelers who are looking not for the cheapest weekend but for a quality, authentic experience. Geographically, the priority remains Germany, Poland, the United Kingdom, and the Netherlands. We see great untapped potential in Scandinavia, especially Sweden and Finland.
We need to tailor messages to each target market instead of trying to be everywhere a little bit.
On the European tourism map, Lithuania is no longer an unknown land whose existence needs to be announced. The time has come to speak not with generic advertisements about our beautiful nature and Vilnius Old Town, but with specific messages about why it is worth coming here and why now. And we need to tailor those messages to each target market instead of trying to be everywhere a little bit.
Lithuania has everything to become a model country of modern, sustainable, and high-quality tourism, capable of convincing even the most discerning travelers. We just need to abandon unnecessary modesty and tell our story to the world more boldly, consistently, and accurately – the way it really is.
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