Press Release

Lithuania’s MICE Tourism Shifts Toward Quiet Luxury

As Lithuania positions itself as an emerging quiet luxury destination, it is redefining its MICE tourism offering by combining high-quality infrastructure with experience-driven event programmes set in authentic natural and cultural settings, all within easy reach.

“We see a clear shift in the market – from standardised events to more personalised, experience-led formats that deliver real value to participants. Lithuania offers MICE organisers a rare combination of accessibility, privacy and authentic experiences, aligned with the growing demand for quiet luxury,” comments Olga Gončarova, General Manager of Lithuania Travel.

Today, travellers increasingly value a slower pace, silence and closeness to nature. Lithuania offers what is becoming a new form of luxury – space, stillness and time to slow down, combined with wellness rituals, UNESCO-listed heritage and regional gastronomy.

Lithuania’s growing appeal is also reflected in tourism data. Last year, Lithuanian airports served a record number of passengers, exceeding 7 million. According to the latest 2025 inbound tourism survey conducted by Lithuania Travel, 93% of foreign visitors rated their experience as positive or very positive, while 9 out of 10 would recommend the country and plan to return. Sixty percent said their visit exceeded expectations. The study also highlighted Lithuania’s key strengths: natural beauty, gastronomy, culture, hospitality and ease of communication in English.

This positioning is supported by a number of recent international recognitions:

· Vilnius is gaining recognition as a high-quality destination for business events, having been named European Hospitality City 2025 by the European Hotel Awards. The Michelin Key awarded to Hotel PACAI further highlights the city’s premium accommodation and service standards for MICE travellers.

· Lithuania’s evolving gastronomic scene enhances the appeal of business events and incentive programmes, with restaurants receiving Michelin stars and recommendations for two consecutive years, alongside this year’s recognition from Falstaff. This enables high-quality dining experiences for delegates and clients.

· Award-winning wellness infrastructure strengthens Lithuania’s incentive and retreat offering, with Gradiali Wellness and SPA Center in Palanga and Aukštoji Liškiava recognised internationally for innovative spa concepts – ideal for corporate wellbeing programmes and executive retreats.

· Recognised natural and cultural assets enhance Lithuania’s appeal for off-site programmes and incentives, including UNESCO-listed heritage alongside destinations such as Plateliai, named among the world’s Best Tourism Villages, and the Laukiai oak, awarded European Tree of the Year 2026. These elements highlight the country’s rich natural diversity and offer authentic, experience-led activities that complement business events.

Lithuania’s growing competitiveness on the global MICE map is further strengthened by its convenient location and excellent accessibility. Situated at the heart of Europe, the country offers remarkably short distances between venues, ensuring that everything is within easy reach for event organisers and delegates. Vilnius International Airport, recently renovated, provides over 100 routes operated by major carriers such as Lufthansa, Turkish Airlines, Scandinavian Airlines, Finnair and Brussels Airlines, with the city’s Old Town just 15 minutes away. Additional gateways in Kaunas and Palanga further enhance connectivity, placing key European destinations within a two- to three-hour flight. Lithuania is also well connected by land, with regular coach services from neighbouring Poland and Latvia, as well as a new railway link to Poland. As a member of the EU and the Schengen area, the country ensures seamless, border-free travel, making it an efficient and easily accessible destination for international business events.

Discover Lithuania as a MICE destination where business events meet meaningful experiences – defined by quality, privacy and a slower, more intentional pace: https://lithuania.travel/en/mice

For more information, please contact:

Jolanta Masiulienė

Head of Marketing and Communication Department

+370 619 29 795

[email protected]