On May 30th European Business Network held a networking event at the Greece Embassy, where Director General of the Lithuanian State Department of Tourism Dr. Raimonda Balnienė gave a presentation on the Overview of the Lithuanian tourism sector.
She started her speech with a positive remark on international tourism growth in 2012. According to European Travel Commission, in 2012 Lithuania was second in Europe in terms of foreign visits growth. Number of foreign tourist trips to Lithuania amounted to 2 million (increase of 12 percent).
She explained that, in 2012, Lithuanian accommodation establishments provided stay for 56 percent of foreign tourists and 33 percent of domestic tourists.
The occupancy rate of hotels in Lithuania is about 55 percent, in Vilnius it is over 65 percent and even more popular are hotels in Druskininkai.
“Lithuania has two places to visit before you die; these are Nida and Vilnius old town”, - said the presenter.
She also claimed that, our Soviet heritage is very popular among Western tourists and the most photographed bridge in Vilnius is the Green bridge, which has Soviet realism resembling sculptures on it.
R. Balnienė was happy to say that, Lithuania provides these tourism products: cultural tourism, city breaks, active tourism, health and SPA tourism and MICE (Meetings, incentives, conferencing, exhibitions) tourism.
Lithuanian State Department of Tourism puts a lot of effort into the marketing of Lithuania. The speaker said, that the tone this communication sends a message, which says: “Refresh with culture, city pulse, nature and SPA”.
The department has several marketing goals. The first one is to increase awareness of Lithuanian tourism image. In order to achieve it they organize international tourism fairs, fam trips for journalists, tourism brochures, e-marketing and a special Amber road project.
World Amber road is a project which was presented at the Conference „Past-present-future: collaboration creating the Amber road“ where participants from 13 states, World Tourism Organization and European Travel Commission representatives signed a collaboration agreement.
World Amber road consists of 9 SPA's, 24 amber city tourism routes, 16 amber culture objects, 3 amber gastronomy products, 4 events for amber and 22 inclusions.
The second goal of tourism marketing in Lithuania is inbound tourism promotion. To achieve it the department represents Lithuanian tourism in 10 target markets, organizes Lithuania promotion campaigns in Germany, Russia and Poland, has created a „Three in one holiday“ conception for Baltic states in long haul markets.
EBN reporter Edgaras Savickas