This month, we get to know Lithuania Travel:
What was your motivation to join ICCA?
Joining ICCA is a strategic step in strengthening Lithuania’s position as an emerging conference destination. We aim to increase our visibility within the global association market, build international partnerships, and improve Lithuania’s standing in ICCA rankings. Access to ICCA’s network and market intelligence will support our efforts to attract high-value international congresses and enhance national competencies in the business events sector.
Tell us your story. How did your organisation get started?
Lithuania Travel is the national tourism promotion agency responsible for strengthening Lithuania’s international visibility and competitiveness as a travel destination. Operating under the Ministry of the Economy and Innovation, our mandate is to position Lithuania strategically in global markets and attract sustainable, high-value tourism.
Over the years, Lithuania Travel has evolved into a modern, market-driven agency focused on strategic destination development and international promotion. Our work extends beyond traditional leisure tourism to include a strong emphasis on business events and the MICE segment, recognising the economic impact and long-term value of international conferences and association meetings. We work in close partnership with local tourism businesses, tourism information centres, municipalities, and industry associations to ensure a coordinated national approach. Through data-driven strategies, international partnerships, and targeted marketing initiatives, we aim to position Lithuania as a dynamic, innovative, and reliable destination for both leisure and business travel
What sets your organisation apart?
Lithuania Travel stands out as the national institution responsible for shaping and strengthening Lithuania’s tourism image internationally. We take a strategic and consistent approach to positioning the country in priority foreign markets, ensuring that our messaging, partnerships, and initiatives align with long-term national objectives.
Our work is guided by research and market intelligence. A data-driven approach underpins our decision-making, allowing us to identify high-potential segments, including business events and high-value tourism, and to allocate resources effectively. Beyond international promotion, we actively contribute to strengthening the national tourism ecosystem. We organise training initiatives and competence-building activities for industry stakeholders, while working closely with cities, tourism information centres, businesses, and sector associations to ensure coordinated and sustainable destination development.
As the official national tourism platform, www.lithuania.travel serves both B2C and B2B audiences. Available in four languages, it provides structured and up-to-date information about Lithuania, curated thematic routes and experiences, as well as dedicated sections for industry professionals featuring research insights, market analysis, and a comprehensive media library including visual assets, brand guidelines, and presentation materials.
Through unified country image management and consistent visual identity, we ensure that Lithuania is represented clearly, coherently, and competitively in international markets.
What is your favourite success story from your organisation?
One of our most significant success stories is the international forum Designing Travel, organised in partnership with the Ministry of the Economy and Innovation. The initiative was driven by a strategic ambition to position Lithuania not only as an attractive destination, but as an active contributor to shaping the future of tourism. Designing Travel brought together international experts, decision-makers, and industry leaders to discuss sustainability, digitalisation, innovation, and competitiveness in tourism. Lithuania Travel played a central role in shaping the strategic concept, attracting international partners, and leading communication efforts. The result was strengthened visibility for Lithuania within the international professional community, new high-level partnerships, and enhanced credibility in global tourism networks. The forum helped position Lithuania as a country that does not only promote itself, but actively participates in and contributes to international discussions on the future of tourism.
In the longer term, this initiative reinforced Lithuania’s image as a strategic and forward-thinking partner, supporting our broader objective of increasing competitiveness and recognition in international markets.
Can you name a challenge your organisation is currently facing?
As an emerging destination in a highly competitive European market, one of our key challenges is strengthening international brand awareness, particularly within the global meetings and association community. While Lithuania has made significant progress in recent years, we continue to compete with well-established congress cities that have long-standing reputations and larger marketing resources.
Another challenge relates to the broader geopolitical context in the region, which can influence perception in international markets despite Lithuania’s stability, safety, and EU and NATO memberships. Addressing misconceptions and communicating accurate, up-to-date information remains an important part of our work.
Air connectivity is also a structural factor. While accessibility continues to improve, expanding direct flight connections to priority markets is essential to support further growth in the MICE segment.
We approach these challenges strategically, through stronger international partnerships, data-driven market positioning, targeted communication, and active participation in global networks such as ICCA. By doing so, we aim to steadily strengthen Lithuania’s competitiveness and long-term visibility in the international meetings market.
What can we expect to see from your organisation in the future?
Looking ahead, Lithuania Travel will continue to strengthen Lithuania’s position as a competitive and forward-looking destination for international meetings and association events. The development of the MICE segment remains a strategic priority, with a clear focus on attracting high-value international congresses and building long-term partnerships within the global association community.
Sustainability will remain at the core of our approach. We are committed to promoting responsible destination management, supporting sustainable event practices, and aligning with broader European and global sustainability goals. Digitalisation is another key direction. We are investing in data-driven decision-making, digital tools, and innovative communication strategies to enhance our international outreach and better serve partners and stakeholders.
We will also continue to focus on priority markets where Lithuania has the strongest growth potential, while expanding our international network through strategic cooperation and knowledge exchange. Above all, Lithuania Travel aims to be a reliable and long-term partner – actively contributing to the international meetings ecosystem, strengthening competencies at national level, and ensuring that Lithuania remains a dynamic, innovative, and trustworthy host for global events.