Last year, the capital recorded a significant increase in tourist traffic - the number of travelers, compared to 2023, grew by 4 percent and reached more than 1,2 million, reports Vilnius City Tourism and Business Development Agency "Go Vilnius". Most guests came from European countries, such as Poland, Germany, Latvija and the United Kingdom, and JAV. The Foreign Tourist Satisfaction Survey* reveals that Vilnius is most often chosen by experienced travelers, who describe the capital as an authentic and less explored destination.
The number of foreign tourists in Vilnius is growing
Vilnius is establishing itself as an attractive travel destination: over the past year, the number of foreign tourists staying in various accommodation establishments in the capital has increased by 4 percent. They accounted for almost 70 percent of all overnight visitors to the city, while local tourists – almost half as much. Overnight tourists generate the greatest economic benefit for various business sectors of the city.
Last year, most guests visited the Lithuanian capital during the summer, with the peak recorded in July-August. On average, they spent less than two days in the city. More than 100 thousand Polish, 82 thousand German, 56 thousand Latvian and 48 thousand British tourists visited Vilnius. The largest growth in traffic was recorded among German travelers - guests from this country visited 16 percent more than in 2023. A unique trend was also observed among Latvian travelers - the peak of their arrivals was recorded during the Christmas period, in December.
According to Dovilė Aleksandravičienė, the head of Go Vilnius, compared to 2019, 91 percent of previous tourist flows before COVID-19 have been restored, and although our country is currently affected by geopolitical challenges, last year's results reveal the city's growing attractiveness in the international tourism market, and the higher number of visitors is related to complex factors.
"We understand that global events negatively affect tourism in our region, but we are constantly working to strengthen the awareness and attractiveness of Vilnius. This includes many actions: we present the city at international events, cooperate with foreign media, invite international conference and tour organizers to the city, and conduct targeted flight promotion campaigns - all of this helps Vilnius to appear not only in the lists of global travel guides or recommendations, but also in tourists' plans. The capital's unique culture, historical heritage, and gastronomic experiences attract guests from different countries, as shown by a survey of tourists who visited Vilnius last year," says D. Aleksandravičienė.
According to the survey, Vilnius attracts travelers as a new, less traditional destination - as many as a third of visitors choose the city to discover places they have not yet visited. In addition, as many as a third of tourists return to the capital again with the intention of getting to know the city better, so the first visit leaves a very positive impression.
Generated almost 400 million in revenue
According to the State Data Agency, it is estimated that in 2024, inbound tourism could have generated almost 400 million euros in revenue for Vilnius. According to foreign tourists who have visited the capital, the largest part of the travel budget is allocated to accommodation, which is usually up to 200 euros. On average, up to 100 euros are allocated to food, and less than 20 euros are allocated to transport.
Accommodation choices also show a trend among travelers to choose comfort at an affordable price: almost half of tourists (49%) stay in mid-range hotels, while a quarter (23%) choose private accommodations such as Airbnb. Interestingly, 9% of travelers from other countries stay with friends or relatives living in Vilnius, a more popular choice than luxury or budget hotels. hotels.
Meanwhile, business travelers tend to spend up to 500 euros on accommodation and up to 100 euros on food and beverages. The double spending on accommodation by these travelers indicates that they are more likely to choose higher-class hotels in the city center. Overall, Vilnius hotel occupancy remained stable last year at 68 percent.
Focuses on city exploration and local cuisine experiences
Tourists visiting Vilnius most often choose to explore the city on their own – as many as 77 percent of foreign guests like to walk and enjoy the city’s atmosphere. In addition, 64 percent prefer to visit cafes and restaurants, and more than half are interested in local cuisine, churches and other cultural sites.
“Visitors highly value slow tourism experiences, which include city walks, visiting parks and leisurely exploring the local environment. This trend shows that Vilnius is becoming a city where people do not want to rush, but rather enjoy the experience. Especially this year, when we are awarded the title of “European Green Capital”, says the head of “Go Vilnius”.
The image of Vilnius as a potential travel destination is mainly formed through personal experiences and social networks, and tourists most often search for information about the city on the Internet - more than half of those arriving use a general Internet search. One of the important sources is the "Go Vilnius" website, which is visited by at least 8 percent of those planning a trip.
The study also revealed that Vilnius attracts experienced travelers, most of whom (60%) travel at least three times a year. The largest share of them are couples and small groups of adults, who spend an average of 3-5 days in the city. Almost all tourists (86%) plan their trip to the capital independently, choosing flexibility and individual route planning.
Six out of ten would recommend to others
For the first time, Vilnius's loyalty and satisfaction score (NPS), especially compared to the pre-pandemic period in 2019 and then recorded at 47 points, has grown significantly - reaching approximately 52 points. This means that six out of ten tourists would recommend the city to others, and they list the local cuisine, city architecture, atmosphere and cultural activities as their most liked experiences in the capital.
According to D. Aleksandravičienė, Vilnius is also expected to receive higher tourist flows this year: "We continue to work with priority foreign markets – Poland, Germany, the United Kingdom and Latvia – in order to increase the attractiveness of the capital. This year we will pay more attention to the Netherlands, from which in 2024. the flow grew by more than 100 percent."
In order to ensure the growth of Vilnius' tourism sector, the Go Vilnius 2025 actions include further strengthening cooperation with the capital's tourism ecosystem, implementing targeted marketing campaigns, cooperating with foreign media, promoting demand for flight occupancy in priority markets, and increasing international attention to events such as the Vilnius Cold Borscht Festival.
