Vilnius attracts more tourists despite criticism of campaigns

Vilnius is attracting more foreign tourists as the capital invests in international marketing, events and improved visitor experiences, LRT reports. The campaigns have also drawn criticism, while the tourism industry says the city must strengthen its image through measures such as better air connections.

According to Go Vilnius, the city’s tourism and business development agency, international visitors are targeted through marketing campaigns in strategic markets, international events and conferences, expanded transport links, investment in the visitor experience and focused coverage in the foreign media.

The number of foreign tourists in Vilnius rose by 2% last year, the agency said. Compared with 2024, the number of overnight stays increased by 39.4%, while the average length of stay grew from 1.85 to 2.41 nights. Tourism’s contribution to the capital’s economy was estimated at €833 million.

In 2025, most foreign visitors came from Poland, Germany and Latvia. Go Vilnius communications chief Eglė Girdzijauskaitė said the number of tourists from Spain, Finland and Italy grew rapidly, while arrivals from Israel nearly doubled.

Go Vilnius also credits events with helping attract international visitors. One of the most heavily promoted is the Vilnius Pink Soup Fest, a festival intended to present the city as creative, fun and respectful of its traditions.

The latest festival attracted 176,650 visitors, including 33,800 guests from Germany, the United Kingdom, Italy, the United States, the Netherlands and other countries, Girdzijauskaitė said. That was almost twice as many foreign visitors as the previous year.

The festival also received significant attention from international media, with about 600 articles published by outlets including Reuters, National Geographic and the BBC.

Other city events are also promoted to foreign visitors. About 250,000 people attended Vilnius Days last year, with foreign visitors accounting for around 14%. At the Vilnius Marathon, 20% of participants came from abroad.

Go Vilnius says advertising campaigns are another tool for encouraging inbound tourism, despite criticism of some of them.

A 2024 campaign titled “Expectations vs. Reality” was criticised for portraying Vilnius through Soviet-era elements, images of provincial life in a run-down city, wooden outdoor toilets and intoxicated people. Critics said the campaign embarrassed Lithuania and reinforced stereotypes about the post-Soviet region.

Girdzijauskaitė said the campaign targeted the United Kingdom and Germany. According to her, 48% of respondents who saw it understood the message that Vilnius’s outdated image needed to change.

Go Vilnius says it presents Vilnius as a modern, creative and authentic European city combining historical heritage with a lively cultural and gastronomic scene, green spaces and a high quality of life. In a 2024 tourist satisfaction survey, visitors gave their overall impression of Vilnius a score of 8.4 out of 10.