Five ways to sell the European Capital of Christmas and its surrounds

Lithuania is fast emerging as one of the most exciting destinations in Europe, offering the perfect blend of culture, history and natural beauty – all at exceptional value.

Named the second-best travel destination in the world for 2025 onLonely Planet’s Best in Travel list, it’s evident this Baltic jewel, tucked away in northern Europe, is fast capturing the interest of many travellers.

Below, we explore five key ways to inspire your clients to discover Lithuania and all it has to offer:

1. Highlight easy access and exceptional value  

Travel to Lithuania is convenient with direct, three-hour flights from London operating around 57 times a week. These flights offer seamless connections for customers wanting to experience the beauty of this Baltic gem.

For clients seeking great value for money, Lithuania offers premium quality hotels and charm at a fraction of the cost of more frequently visited European destinations. Further, the country’s conveniently compact size allows travellers to cover more than one region in a single trip, making it an ideal choice for budget-friendly, short city breaks and long weekends.

This perfect blend of accessibility and low-cost options makes Lithuania a top choice for first-time visitors to the Baltics or those looking for a new European favourite that won’t break the bank.

2. Promote city breaks in Vilnius and Kaunas

Lithuania’s cities are rich in history and offer plenty of appeal to clients wanting a short city break. Vilnius, the capital, is famous for its vibrant cultural scene, baroque architecture and cobbled streets. In winter, Vilnius truly shines as Europe’s Christmas Capital, with its magical festive markets and a calendar boasting numerous seasonal events that make it a truly special Christmas break.

Meanwhile, Kaunas – Lithuania’s second-largest city after Vilnius that’s often referred to as its cultural powerhouse – is fast gaining attention for its quirky arts scene and modernist architecture. Recognised by Skyscanner as one of the top 10 trending places to visit in 2026, this charming city is perfect for travellers seeking something lively yet off the beaten track.

These enticing cities are just an hour apart by train or car, making combining the two an ideal twin-centre itinerary for all types of travellers.

3. Showcase unique experiences

For thrill-seeking clients, a hot air balloon ride over Trakai is hard to beat. Lithuania is one of a few European countries offering accessible and low-cost hot air balloon rides, making this experience an easy addition to itineraries.

The flight promises a picture-perfect view stretching across the scenic Trakai Island Castle from an angle that only a few visitors experience. Surrounded by shimmering blue lakes and pine forests, flying over the medieval fortress is guaranteed to elevate a holiday for even the most seasoned travellers.

This bucket-list experience will suit couples looking for a romantic adventure, families seeking something extraordinary or history buffs wanting to see one of Lithuania’s most famous landmarks from a brand-new perspective.

4. Inspire clients with Lithuania’s seasonal contrasts

Lithuania evolves beautifully with each season, offering something for every type of traveller all year round. In spring, the country comes alive with fresh greenery, blooming wildflowers and birdsong, making it an ideal destination to pitch to a growing market of nature-loving travellers.

Summer lends itself to outdoorsy clients with long daylight hours and warm temperatures, making it the perfect time to enjoy swimming, boating and hiking. Lithuania will also suit clients seeking a seaside escape – its coastline offers white, sandy beaches along the Baltic Sea with locals often vacationing in the popular resort town of Palanga. For customers seeking a relaxed vibe, the charming seaside town of Sventoji will provide a more serene alternative to the ever-popular Palanga coast.

As agents gear up for 2026, this versatile destination presents excellent opportunities to position it as a year-round destination, offering everything from tranquil spring forests to sun-kissed coastal getaways.

5. Recommend wellness and digital detox retreats

Lithuania has long been renowned for its rich wellness scene, boasting unique healing traditions and holistic treatments from centuries past. The country’s oldest spa town, Druskininkai, has historically attracted visitors to benefit from mineral-rich waters and tranquil countryside, laying a strong foundation for Lithuania’s health tourism appeal.

Awarded with the ITB Health Tourism Award 2025 for its progressive health and wellness initiatives, Lithuania is internationally recognised for its unique opportunities to enjoy pine forests, serene lakes and digital detoxes. At many resorts, clients can recharge in traditional saunas and steam rooms inspired by the wider Baltic and Nordic regions. This makes it easy to craft wellness itineraries that blend therapeutic treatments with holistic outdoor experiences.

These initiatives, combined with Lithuania’s peaceful landscapes and clean air, makes the country ideal for wellness and detox retreats suited to busy professionals, families, couples and retirees.