Assessment of Lithuania’s Tourism Infrastructure: Significant Progress, but Challenges Remain
Lithuania’s tourism infrastructure is improving rapidly, but certain areas still require further investment. This was revealed by a study initiated by the national tourism promotion agency Lithuania Travel, which thoroughly analyzed the physical and digital infrastructure of over 1,500 tourism sites.
"Tourism is one of the priority sectors of Lithuania’s economy, so the study’s findings are particularly important in shaping a long-term tourism development strategy. The progress we see demonstrates that investments in infrastructure are yielding tangible results. However, the study also clearly identifies areas that need additional attention and targeted funding. Therefore, we will focus heavily on balanced regional development and digital transformation," said Agila Barzdienė, Vice Minister of Economy and Innovation.
This is the fourth time that a national assessment of Lithuania’s tourism infrastructure has been conducted. This year, to ensure even more precise results, the methodology was updated –replacing the previous four-point scale with a 100% evaluation system covering various aspects. The study was carried out by the company “Eurointegracijos projektai” on behalf of Lithuania Travel, analyzing 1,509 tourism sites across 54 municipalities and six major cities.
Positive Developments
The latest tourism infrastructure assessment revealed that the average rating of the surveyed sites' physical infrastructure is 64% out of a possible 100%. The highest rating – 90% – was given to the general condition of tourism sites, reflecting continuous maintenance and modernization efforts. The convenience of operating hours was rated at 82%, while payment options scored 78%.
Digital infrastructure, rated at 65%, has now caught up with the quality of physical infrastructure. The data indicates that tourism site operators are increasingly investing in online visibility, social media presence, and digital payment systems. This shift is particularly important for younger travelers, who rely heavily on smart devices for trip planning and payments.
"The fourth national study confirms that Lithuania’s tourism infrastructure is consistently improving. While we have made significant progress, especially in cultural sites and digital solutions, we clearly see the areas that require further attention. Our goal is to ensure that every tourist in Lithuania enjoys a top-quality experience – from trip planning to the end of their journey," said Olga Gončarova, Head of Lithuania Travel.
Compared to previous years, cultural sites have shown exceptional progress, offering modern payment systems, flexible opening hours, and high-quality services.
"Museums and galleries have successfully adapted to modern visitor expectations, providing interactive exhibitions, multilingual audio guides, and virtual tours. These solutions not only enhance visitor experiences but also help attract a wider audience," noted Olga Gončarova.
Positive changes were also observed in public restroom infrastructure. The national average in this category rose from under 50% in 2022 to 63% in 2024. Experts emphasize that this improvement is crucial in attracting more international tourists, as sanitary conditions are one of the key factors influencing travel quality.
Problematic Areas and Regional Challenges
Despite the progress, the study also identified specific problem areas that still require investment to provide the best possible experience for tourists traveling across Lithuania.
For instance, sites in more remote areas – such as observation platforms, hillforts, and natural heritage locations—received lower ratings, at 47% and 52%, respectively.
According to Lithuania Travel’s Chief Analyst Jogilė Miežienė, this is largely due to geographical challenges:
"Remote locations face accessibility issues and limited investment in basic infrastructure. In many cases, these sites lack even basic elements like informational signs, proper pathways, or rest areas."
Another ongoing challenge is accessibility for people with disabilities. Although the overall rating for this category has risen to 58%, many tourism sites remain inadequately adapted for individuals with mobility impairments.
"European Union investments have helped make significant strides in this area, but there is still much work to be done and progress is uneven across different sites," O. Gončarova pointed out.
The study also highlighted shortcomings in Lithuania’s tourism signage system. While the current brown road signs are clear to local residents, they often confuse foreign visitors. Additionally, the system lacks a clear hierarchy to distinguish key tourist attractions.
Experts recommend reviewing the entire signage system, incorporating international standards and best practices from other countries. It is particularly important to ensure that signage is intuitive for tourists from diverse cultural backgrounds and aligns with digital navigation systems.
The Need for a Strategic Approach
The study report emphasizes that future tourism sector development must be strategically balanced. It is crucial not only to maintain high physical infrastructure standards but also to strengthen Lithuania’s digital tourism ecosystem. Cities like Stockholm and Paris serve as examples, having eliminated physical tourist information centers in favor of digital platforms.
"Considering that most tourism centers in Lithuania already have newly renovated facilities providing high-quality services, the country could adopt a hybrid approach – gradually shifting more services online while ensuring that staff can dedicate more time to virtual information support," the report states.
According to Lithuania Travel’s Head Olga Gončarova, the study’s conclusions show that while Lithuania is making significant progress in tourism infrastructure, there is still room for improvement. High-quality, accessible, and modern tourism experiences will not only help attract more travelers but also encourage them to stay longer – directly contributing to sustainable tourism development and economic growth in Lithuania.