“Tourism Oscars” have been awarded – the weather vanes will spread from Šeduva to Liškiava
The national tourism promotion agency, “Travel Lithuania,” has announced the tourism stars of the year –the winners of the “Tourism Success Stories” awards. The symbolic weathervanes were presented to Lithuania’s ambassador of travel experiences, the year’s top tourism projects, the best sightseeing, accommodation, and gastronomic experiences, the leading tourism attraction, the most notable tourism innovation, and the travelers’ choice award.
“This year we received a record number of applications – three times more than last year. This shows that tourism in Lithuania is alive, creative, and increasingly valued. Tourism strengthens our regions, creates jobs, and contributes to the country’s economic growth. I want to thank everyone who works every day to create unforgettable experiences for travelers – your work is changing Lithuania!” said Minister of Economy and Innovation, Edvinas Grikšas.
According to Olga Gončarova, head of the national tourism promotion agency “Travel Lithuania,” although 10 weathervanes were awarded during the ceremony, the sector would need at least 50,000 of them, as this is approximately how many people currently work in Lithuania’s tourism industry. They create experiences that enrich and inspire travelers, foster a positive connection with Lithuania, and contribute to the sector’s growth and improving results.
During the 21st edition of the awards, a record number of applications was received: 236 in total – three times more than in 2024. The winners were selected through a public vote, with more than 29,000 local travel enthusiasts casting their votes.
The 2025 Ambassador of Travel Experiences in Lithuania was chosen by popular vote: Renatas Žyla, captain of the “Nemo” raft and organizer of local “Nemo kelionės” river cruises on the Nemunas. For ten years, he has been inviting travelers to discover Lithuania from the river’s perspective as the creator of the country’s only Lithuanian cruise along the entire Nemunas River.
The Media Project of the Year, recognized for showcasing discoveries and inspiring travel across Lithuania, went to the LRT television program “Draugiška Lietuva” (“Friendly Lithuania”). In its fourth season of exploring Lithuania’s regions, the show consistently attracted nearly 100,000 viewers per episode.
The winner of the 2025 Tourism Project of the Year was the Šeduva Jewish Museum “The Lost Shtetl”, a destination beloved by travelers since its opening. This unique museum tells the story, culture, and fate of the Jewish communities that flourished in Lithuania for centuries. Within its first three months, it became one of the most significant cultural tourism highlights in Lithuania, attracting over 20,000 visitors.
The music of M. K. Čiurlionis resonated across several “Tourism Success Stories” award categories this year, as the tourism sector actively joined the celebrations of the 150th anniversary of the artist’s birth with a range of original initiatives. The virtual reality experience “The Creation of Worlds,” which uses innovative technology to immerse visitors in the universe created by M. K. Čiurlionis and has been presented at the prestigious Venice Biennale, the Geneva International Film Festival, and other international venues, earned the title of Tourism Project of the Year Promoting Lithuania Abroad.
The themed tour “I Met M. K. Čiurlionis in Kaunas,” created by guides Lina Čekanauskienė and Kristina Šneiderė from Pramoginės ekskursijos, was named the most outstanding 2025 sightseeing experience in Lithuania.
This and other categories at this year’s awards reflected the growing trend of experiential tourism, prominent both globally and in Lithuania. For instance, the European winner of the Innovative SPA Concept award – SPA Residence “Aukštoji Liškiava” in the Varėna district was recognized as the Accommodation Experience of the Year in Lithuania. Meanwhile, the revival of elderflower flavors in Lithuanian cuisine at the homestead Panekelpių kaimas in the Radviliškis district was awarded Gastronomic Experience of the Year.
The 2025 Tourism Attraction of the Year – a place that successfully leveraged its tourism potential, strengthened its identity, and inspired travelers to rediscover the region – was awarded to Plateliai. After winning the prestigious “Best Tourism Village 2025” title, the name of Plateliai could be heard on CNN and in the travel guide Lonely Planet.
The Tourism Innovation of the Year weathervane will now adorn the Science and Innovation Center “Mokslo sala” (Science Island) in Kaunas. This center, combining science, creative education, and technology-based experiences, attracted more than 200,000 curious visitors last year.
In the most suspenseful category, “2025 Travelers’ Choice Award,” where nominees are proposed directly by the public, the clear winner – with a decisive majority of votes was the Samogitia Tourism Information Center, known for its dynamic, inspiring ideas that energize travelers and promote the region. Interestingly, last year the Travelers’ Choice Award also went to Samogitia, when voters selected the Biržuvėnai Manor.
Alongside the weathervanes, winners also received special badges that can be used to mark their tourism sites. Since last year, on the initiative of “Travel Lithuania,” all recipients of the Tourism Success Stories awards are officially marked with the weathervane logo. This helps ensure they are easily recognized by local and international visitors as holders of a prestigious distinction and providers of high-quality services.
All winners and nominees of “Tourism Success Stories 2025” will soon be added to the thematic “Red Carpet Route,” created by “Travel Lithuania,” encouraging travelers to discover the country’s standout tourism stars.