A study by “Lithuania Travel” reveals why tourists want to return to Lithuania
The latest research on incoming tourists to Lithuania shows that the country is increasingly becoming a place that foreigners leave with a strong desire to return to. The results of a study conducted by the National Tourism Development Agency “Lithuania Travel” reveal that as many as 9 out of 10 travellers rate their impressions and experiences in Lithuania positively. 60% of respondents stated that their stay in Lithuania exceeded their expectations.
Travellers from different countries gave us similarly very high ratings. We heard thousands of voices agreeing that Lithuania can offer a universally attractive experience: from authentic flavours to premium wellness services and relaxation in nature. We received important confirmation that our efforts to strengthen and invest in what matters most to travellers – high-quality experiences, easily planned trips, and memorable presentations of culture and history – are worthwhile,” says Olga Gončarova, general manager of “Lithuania Travel.”
Data collected from Lithuania’s key markets
According to the study, overall impressions of foreign tourists in Lithuania are excellent: 93% rate their impression of Lithuania as positive or very positive. 9 out of 10 respondents said they would recommend Lithuania as a destination to other travellers, and a similar share indicated they would like to return again.
A total of 3,200 tourists who spent at least one night in Lithuania participated in the survey. The study included responses from 400 visitors, each from Poland, Germany, the United Kingdom, the United States, and the Netherlands. Additionally, 200 tourists each were surveyed from Israel, Latvia, Estonia, Italy, Denmark, and France.
Viktorija Stifanovičiūtė, Head of Research Projects at “Lithuania Travel,” noted that the study focused on the most important tourism markets for the country. According to the findings, visitors from the United States rated their experience in Lithuania the highest. Strong appreciation and gratitude for hospitality were also expressed by neighbouring visitors from Latvia and Estonia.
Why tourists choose Lithuania
According to V. Stifanovičiūtė, visitors are motivated to choose Lithuania not by a single “super reason,” but by a clear combination of advantages: the desire to try Lithuanian food and drinks (78% of respondents), ease of access (76%), interest in exploring Lithuania’s nature (74%), and local culture (72%).
During their trips, visitors from these countries most often include sightseeing in major cities, peaceful relaxation in nature, and tastings of traditional dishes. The highest ratings are given to experiences provided by Lithuania’s natural environment.
The main reason for visiting Lithuania for the largest share of travellers (51%) is holidays. Another 17% came to visit friends, while 16% visited for business purposes. Americans more often than other nationalities indicated business as their reason for travel, while, for example, visitors from Israel most frequently came to enjoy spa services and improve their health.
Meeting diverse needs
According to V. Stifanovičiūtė, the analysis of responses shows that foreigners notice and positively evaluate the friendliness of Lithuanian people, while also expressing diverse needs. “In other words, a foreign tourist is not a single profile – travellers from different countries look for different things in Lithuania. For example, residents of Poland and the Baltic countries place great importance on convenient transport and the ability to arrive by car, as well as easy navigation on our roads and in locations. Meanwhile, people from more distant countries usually arrive by plane and tend to stay longer. For instance, tourists from Israel stay an average of 7 nights, and travellers from the United States nearly 5 nights, while the overall average is 3.9 nights. The length of stay usually influences tourists’ choices,” she explains.
She adds that health tourism is particularly popular among Israeli visitors. Foreign guests are also drawn to sightseeing activities in major cities, cultural and historical sites, and relaxation in nature. Tourists from France and Italy are especially interested in trying traditional Lithuanian dishes.
“Guests’ experiences, choices, and priorities help us better plan what and how we present to different markets,” concludes Olga Gončarova. She also highlights that a large majority of incoming tourists (86%) highly value the ability to easily communicate in English in Lithuania, 84% noted the friendliness of residents, and 80% appreciated the high-quality and easily accessible internet connection.