Domestic Tourism Survey: Lithuanians Remain Loyal to Their Country, but Youth Are Shaping a New Travel Culture

For several years now, Lithuanians have remained loyal to their own country when choosing travel destinations, but the expectations of different generations are increasingly diverging. A domestic tourism survey commissioned by the national tourism promotion agency “Lithuania Travel” revealed that the younger generation is shaping new travel habits – making more active use of social media, choosing private accommodations, and seeking not only beautiful scenery but also meaningful, share-worthy experiences.

This year’s survey showed that over the past 12 months, 69% of the population traveled within Lithuania with at least one overnight stay, and as many as 64% spent their main annual vacation in their home country.

“This shows that the habit of vacationing closer to home, developed during the pandemic, has taken root and is becoming a long-term trend – people are increasingly choosing quality over exoticism, and domestic tourism is becoming not just an alternative but a first choice. This is especially important for the regions – as the number of domestic travelers grows, local businesses are strengthened, new jobs are created, and there is greater incentive to invest in infrastructure. In other words, by traveling within Lithuania, people are not only resting but also creating added value for the national economy,” says Deputy Minister of the Economy and Innovation, Agila Barzdienė.

“Instagrammability” Becomes a Travel Criterion

This year’s survey focused on analyzing the travel habits of 18–30-year-olds without children who traveled within Lithuania and stayed overnight.

“This demographic group is potentially the most active yet also the most demanding segment of the tourism market. Their travel habits often shape future tourism trends, so understanding their needs is especially important for the development of the entire hospitality sector,” emphasizes Olga Gončarova, Head of the national tourism promotion agency “Lithuania Travel”.

The survey revealed that the priorities of the youngest travelers stand out significantly from the general population. For instance, travelers aged 18–30 are much more likely to choose private accommodations (41% compared to 32% of all travelers) and are significantly more frequent users of Airbnb (28% compared to 11% overall). They also rely on Instagram for information nearly twice as often and tend to follow influencer recommendations.

“The influence of social media on travel planning is growing exponentially. Young people actively follow influencers, looking not only for information but also for inspiration. A destination needs to be not just popular but also ‘Instagrammable’– suitable for sharing on social media. This is forcing us to fundamentally rethink how we present Lithuania’s tourist destinations,” admits the head of "Lithuania Travel."

Young People Seek Active Experiences

Another significant difference lies in young people’s travel motivations. They are not just looking for peaceful rest but also for active experiences – such as hiking, cycling routes, bars, and festivals. However, the paradox is that these travelers report significantly lower satisfaction with their trips – only 71%, compared to 83% of all travelers.

“We see that young people have higher expectations for their travels – they’re looking not only for beautiful scenery but also for engaging content and meaningful experiences. At the same time, they are more critical and less inclined to recommend the places they visit,” says Jogilė Miežienė, Chief Analyst at "Lithuania Travel."

A qualitative study revealed that young people’s trips are often spontaneous-sparked by social media posts, friends’ recommendations, or sudden travel deals. The FOMO (Fear of Missing Out) effect also plays a significant role in their decision-making.

However, this spontaneity often clashes with reality – there is a lack of a unified, intuitive platform where they can quickly find all the information they need about a trip. Young people are looking for not only accommodation but also activity and route suggestions – all in one place.

“We are witnessing a shift in traditional travel planning. Young travelers want fast, convenient solutions but also expect high quality. This presents both opportunities and challenges for our tourism sector,” J. Miežienė notes.

Price Surge Is Changing the Nature of Travel

The financial aspect has become one of the biggest challenges for domestic tourism. Compared to data from a year ago, the average cost of overnight trips in Lithuania has increased from €177 to €207 – a 17% rise in just one year. High prices were cited as the main reason by 36% of residents who did not travel overnight within the country.

Short one-day trips have declined from 48% to 35%, while longer weekend getaways are becoming more popular – their share rose from 37% to 45%.

However, “Lithuania Travel” director Olga Gončarova emphasizes that while this shift poses a challenge, it also creates opportunities to discover new tourism services: 
“Rising prices are unpleasant, but they also encourage both travelers and service providers to adapt creatively. Longer trips have become a popular alternative, as people are looking for quality and meaningful experiences at more affordable prices.”

Growing Interest in Lesser-Known Regions

While residents in Lithuania are increasingly seeking unique experiences when traveling within the country, their choice of destinations remains relatively conservative – Palanga, Druskininkai, Klaipėda, Birštonas, and Šventoji continue to dominate as the top locations. However, interest in less popular regions is also on the rise: in 2025, 43% of residents traveled to these areas, compared to just 33% in 2024.

The most popular activities during trips remain visits to natural attractions (chosen by 40% of travelers) and relaxing leisure (also 40%). Interestingly, the number of people visiting cafés and restaurants during their travels has decreased from 39% to 31%, which may signal a growing intent to cut expenses.

“Lithuanian travelers value proximity, safety, and accessibility. At the same time, they are increasingly seeking authentic experiences – wanting to discover lesser-known but interesting places, taste genuine local cuisine, and choose destinations that offer a unique atmosphere. Beautiful views or popular tourist spots are no longer enough – especially as new generations emerge,” emphasizes “Lithuania Travel” director Olga Gončarova.

According to her, this trend opens more opportunities for smaller towns and rural areas to attract tourists looking for genuine experiences that cannot be found elsewhere.

The domestic tourism survey was commissioned by “Lithuania Travel” and conducted by the research company “Rait”. The quantitative online survey included 1,020 Lithuanian residents aged 18–74. In addition, two focus group discussions were held with the targeted 18–30 age group. The results represent the opinions of the Lithuanian population by age, gender, and place of residence.