World Tourism Day Celebration in Vilnius: Travel Ideas and an AI Photo Studio Await
On the occasion of World Tourism Day, the national tourism promotion agency Lithuania Travel invites everyone to a celebration in Vilnius Town Hall Square. On September 27, visitors will find tourism publications, the most interesting routes, an artificial intelligence photo studio, a contest, and the Lithuania Travel expert team ready to inspire new journeys.
“World Tourism Day is not only a celebration for travelers, but also an opportunity to recognize the tourism sector’s contribution to the country’s economy. We are pleased to see that tourism is not only recovering after the pandemic but also surpassing previous results. I invite everyone to join the celebration in Town Hall Square and celebrate these achievements together,” said Vice Minister of Economy and Innovation Agila Barzdienė.
“With the event dedicated to World Tourism Day, Lithuania Travel aims to educate travelers that this day is marked annually around the world. It is a special opportunity not only to enjoy the tourism celebration, but also to once again experience the joy of travel – to remind ourselves of the great value of freedom and the possibility to travel, to discover different cultures, and to enrich our lives with unforgettable travel experiences. Last year we celebrated in Klaipėda, the year before in Kaunas. This year, the globally recognized tourism holiday returns to the capital, where we will greet all current and future travelers,” said Lithuania Travel Director Olga Gončarova.
Travel to and within Lithuania – increasingly popular
According to Olga Gončarova, with the summer season now behind us, the tourism statistics for the first seven months of this year are already available. From January to July, 2.37 million tourists traveled in Lithuania – 4 percent more than during the same period before the pandemic.
“What is especially encouraging are the records in domestic tourism: this year, more than 1.5 million Lithuanians have already traveled around their own country. This number is 2 percent higher even than the record-breaking year of 2022. It shows that Lithuanians continue to rediscover their homeland – domestic tourism has become an inseparable part of our culture. World Tourism Day is not only an opportunity to mark this new record, but also to find inspiration for new journeys within Lithuania,” says Olga Gončarova.
Meanwhile, inbound tourism statistics indicate a gradual recovery of foreign visitor flows. By August of this year, Lithuania had been visited by 814,000 international tourists – a figure that represents 75 percent of the visitor numbers reached in 2019. Last year also saw shifts in international markets: in 2024, arrivals from the United States grew by 32 percent, from the Netherlands by as much as 103 percent, while Germany – with a 21 percent increase in visitors – secured second place among Lithuania’s inbound tourism markets.
Travel Ideas and an AI Photo Studio in Town Hall Square
The highlight of this year’s World Tourism Day celebration will be an innovative artificial intelligence photo studio, where visitors can capture themselves in scenes limited only by imagination. By choosing one of eight themes, an ordinary photo instantly transforms into an extraordinary shot – visitors can become noble figures from the past, soar in a hot air balloon above Lithuanian landscapes, pose with owls, or meet a wizard collecting seashells on the seaside.
“This photo studio is a chance to experience a journey that has never existed before. We want to show that Lithuania can surprise even in the imagination, and by sharing these images on social media, participants will also have the chance to win exclusive prizes,” says Lithuania Travel’s domestic tourism expert Neringa Sutkaitytė.
By sharing their photo on Instagram or Facebook, contest participants can win experiences such as a walk on the glass floor observation deck of the TV Tower, a “TrenkTuras” hiking voucher, dinner at the “Steak Workshop” of Merkinė Factory, or an overnight stay for two in a forest retreat.
The celebration will also feature Lithuania Travel experts ready to share advice on what to see and experience in Lithuania throughout the seasons. The stand will offer themed publications with recommendations for hiking trails, observation towers, castles and manors, gourmet stops and family-friendly destinations, as well as bookmarks, stickers, and other souvenirs to keep the spirit of Lithuanian travel alive. A DJ will create a festive mood with music to set the tone for travel inspiration.
The World Tourism Day celebration will take place on September 27 from 11:00 to 16:00 in Vilnius, at Town Hall Square. World Tourism Day has been celebrated since 1980, when the United Nations World Tourism Organization declared September 27 as the day dedicated to tourism. Each year, Lithuania Travel marks the occasion with festive events inviting everyone to discover travel opportunities in Lithuania.