Discussion at the “BŪTENT!” Festival: From Budget Weekend Destination to Premium Tourism – Is Lithuania Ready for Change?

For many years, when speaking about Lithuania, we tended to be modest – we saw ourselves as a small country, a budget travel destination still emerging on the tourism map. But today, the narrative can be different. Lithuania has plenty to be proud of: growing international recognition, increased visibility, and high-quality services that meet – and often exceed – the standards set by the giants of global tourism.

That’s why the national tourism development agency “Lithuania Travel” is joining the “BŪTENT!” discussion festival and will host a discussion titled “From Budget Weekend Destination to Premium Tourism: Is Lithuania Ready for Change?” on August 30th in Bernardinai Garden at Sereikiškės Park in Vilnius.

With this discussion, we aim to shift the tone in how we talk about Lithuania – moving away from modesty and instead speaking boldly and confidently about a country that is already deservedly placed among the world’s top travel destinations. Lithuania is not just a convenient stop for a short getaway, but a full-fledged experience for those seeking quality, authenticity, rich flavors, diverse culture, and natural beauty.

We will explore whether Lithuania truly has the potential to become a competitive high-quality tourism destination. How important are international recognitions, such as Lonely Planet mentions or Michelin stars, and how do they influence travelers’ decisions? Which tourism sectors benefit the most from this growing visibility? We’ll also ask whether short-term recognition can turn into long-term success, and what outdated myths about Lithuania still need to be dismantled on the international stage.

The discussion will be held in English and moderated by Aidas Puklevičius, Creative Writing Director at Fabula Rud Pedersen Group. Joining him on stage will be:

• Olga Gončarova, Director of Lithuania Travel
• Tom Hall, Vice President of Lonely Planet, one of the world’s leading travel guide publishers
• Simonas Bartkus, Director of Lithuanian Airports
• Artūras Salda, President of the National Association of Sanatoriums and Rehabilitation Institutions

Lithuania already shines brightly on the travel map. Now it’s time to ensure it stays there – not for being cheap, but for offering quality, uniqueness, and authenticity. Real change starts with how we talk and what we choose to highlight.

Let’s make that change together.

See you on August 30th at the “BŪTENT!” discussion festival in Bernardinai Garden, Vilnius!