Rohit Talwar- The Future of Estonian/Lithuanian Tourism 02/02/13

The Future of Estonian Tourism

Rohit Talwar - CEO – Fast Future

Vilnius Tourism Conference.

Tourism Opportunities for Lithuania: Vilnius

February 2nd 2013

[email protected] www.fastfuture.com

‘Future Proofed’ Organisations

Work on 3 Horizons in Parallel

4-10+ Years

Creating

the Future

1-12 Months

Operational

Excellence

1-3 Years

Drive for

Growth

The World in 2020

Markets - Demographic Destinies 2 billion more people in 40 years –

Demographics is Driving Economics

1998

448 691

729

5231

4216

740

1051

346

596

Source : United Nations 2011 2050

http://www.cogentis.com.au/marketing-strategy-win-new-clients.jpg

Markets - Life Redefined

Lifespans are Increasing

Under 50’s have 90%

chance of living to 100.

Aubrey de Grey suggests

we could live to 500 or 1000

What are the implications

for tourism?

What kind of opportunities

will be created?

The Emergence of Personalized Service Spectrums

86% agreed that by 2020,

personalization will have been

embraced wholeheartedly by

the sector and that ‘customers

will have the ability to choose

the size of room, type of bed,

amenities, audio-visual

facilities, business equipment,

etc. on booking and pay

accordingly’.

Speed of Execution

e.g. Ultra-Quick Construction

3D Booking

Digital Wallpaper

Living the Dream

Vilnius

Foreign investment up 100% in 2012

Ranked 4th globally

• Strong historic growth

• Recovering from GFC

• Focus on attracting

investment and

building exports

• ‘Under the radar’ -

0.07 percent of the

world economy

• Low debt

• Investment increasing

• Rising GDP per capita

Lithuania - A Solid Starting Point

45th Competitiveness

46th Business

Environment

38th Innovation

Punching Above

Your Weight as a

Country

A ‘Modest Innovator’...

Source. Innovative Union Scoreboard 2011. March 2012.

... But Ready to Take Off

39th Health /

Primary Education

26th Higher Education/

Training

33rd Technological

Readiness

Goal - one of 10 most advanced EU member states by 2030

• Life Quality

• Happiness

• Democracy

• Sustainable Society

• Global

Competitiveness

• Globalization

• Smart Society

• Smart Economy

• Smart Governance

Travel and Tourism

Competitiveness is Declining

th

Below Average Price Competitiveness

Business and Tourism Infrastructure

th

Human, Cultural and Natural Resources

th

Quality of Health and Hygiene

Community Engagement - Aruba

City Branding - Berlin

Sydney ‘Vivid’

Joined up Thinking

Adelaide Convention Centre

Creating Experiences http://www.borev.net/imf.jpg

Image source: Adelaide Convention Centre

Latvian Tourism Marketing

Strategy 2010-2015

• Medical / Wellness

• Business / Conventions

• Sport

• 3 day Latvian folk dance course with

concluding concert and party for

participants.

• 1-week "ecology school" - work

shops, trips, collect and prepare

berries / mushrooms / herbal teas.

• Skiing or fishing under ice in

various water bodies (sea, lakes).

Czech Republic Marketing Strategy

History, Heritage, Cycling, Medical

TV Advertising & Programme Sponsorship

Strategic Opportunities

Digital Innovation Taking Place

Touch Screen

Maps Vilnius Touring

Tablets

Best Connected cities in Europe - Vilnius (1st), Kaunas (2nd)

Vilnius – Fastest internet worldwide

4D Christmas Projection

Opportunities

30% Female Visitors

72% Repeat Visitors

>60% ‘Local’ Visitors

Business Events is one way to

Reduce Seasonality

But the Meetings Industry is Changing –

The Focus is on the Experience ‘Beyond Tourism’

Integrated Inward Investment and

Convention Bureaus are Emerging

Growing Asian Arrivals

44% Come by Car

Developing Air Capacity

Developing Air

Capacity would

Extend your

Reach

Promote What you Have

e.g. Cycling / Crafts

Integrate Offers within Lithuania and Across the Baltic States

Natural Heritage

e.g. Aukštaitija National Park

Medical / Spa Tourism

Integrate

the Offer

Prove the

Benefits

Rural and Agri-Tourism

Beer Trail - Birzai

Beyond Cepelinai –

Promote Local Cuisine

Unique Experiences

E.g. Dinner in the Sky

Unique Experiences –

E.g. Hill of Crosses

Unique Experiences

E.g. Castle Stays - Trakai Island

Waterfront Experiences –

Klaipėda / Neringa

Song Festival

Sea Festival Klaipėda Castle Jazz Festival

Vilnius

Festivals

Street Music Day

Pažaislis Music Festival

European

Film Forum

Mėnuo

Juodaragis

Vilnius Fejerija

Mados Infekcija

(Fashion Infection)

Grūtas Park Museum of Ancient Beekeeping

Devil’s Museum Kretinga Museum

Build Industry Capability

Innovation - Low Cost Marketing

Learn to Love Social Media!!!

Pursue Awards

Award Winning Hotels:

Radisson Blu Astorija and Le Meridien

Pursue Green and Sustainable Practices

Out of 9 critical boundaries, we have transgressed 3:

biodiversity, nitrogen cycle and climate change

Sustainability

Environmental considerations will play an increasing role in

the choice of business and leisure hotels. 606 Respondents

Crowne Plaza Copenhagen Towers – Solar Power, Geothermal Well, Eco-rooms

Stand out from the Crowd –

e.g. Don’t Make Me Get the Tank

Partner and Be Magnetic

• All to Play for

• Think Partnership

• Curiosity and Magnetism

are Key

• Experiment

Conclusion

Designing Your Future

An Economic Overview • Lithuania gained membership in the World Trade Organization and joined the

EU in May 2004.

• Despite Lithuania's EU accession, Lithuania's trade with its Central and

Eastern European neighbours, and Russia in particular, accounts for a

significant share of total trade.

• Foreign investment and business support have helped in the transition from

the old command economy to a market economy.

• Lithuania's economy grew on average 8% per year for the four years prior to

2008 driven by exports and domestic demand.

• GDP dropped nearly 15% in 2009 - the three former Soviet Baltic republics

were among the hardest hit by the 2008-09 financial crisis.

• In 2009, the government launched a high-profile campaign, led by Prime

Minister KUBILIUS, to attract foreign investment and to develop export markets

• GDP grew 1.3% in 2010 and jumped 5.8% in 2011, making Lithuania one of

the fastest growing economies in the EU.

Source: CIA World Fact Book. https://www.cia.gov/library/publications/the-world-factbook/geos/lh.html

Economic Overview – Debt levels

• Lithuania recorded a Government Debt to GDP of 38.50 percent of the

country's Gross Domestic Product in 2011.

• Historically, from 1999 until 2011, Lithuania Government Debt To GDP

averaged 23.6 Percent reaching an all time high of 38.5 Percent in

December of 2011 and a record low of 15.5 Percent in December of 2008.

Source: Trading Economics. http://www.tradingeconomics.com/lithuania/government-debt-to-gdp

Lithuania GDP

• The Gross Domestic Product (GDP) in Lithuania was worth 42.73 billion US

dollars in 2011.

• The GDP value of Lithuania represents 0.07 percent of the world economy. GDP in

Lithuania is reported by the World Bank.

• Historically, from 1990 until 2011, Lithuania GDP averaged 19.5 USD Billion

reaching an all time high of 47.3 USD Billion in December of 2008

Source: Trading Economics. http://www.tradingeconomics.com/lithuania/gdp

Lithuania Balance of Trade

Source: Trading Economics. http://www.tradingeconomics.com/lithuania/balance-of-trade

Lithuania GDP per Capita

Source: Trading Economics. http://www.tradingeconomics.com/lithuania/gdp-per-capita

Lithuania Unemployment

Unemployment rose after the 2008 Financial Crisis, but started to

decline around 2011

Source: Trading Economics. http://www.tradingeconomics.com/lithuania/unemployed-persons


This chart shows the decline in unemployment rates from January 2011



• Unemployed Persons in Lithuania increased to 204.03 Thousand Persons

in November of 2012 from 196.43 Thousand Persons in October of 2012.

• Historically, from 1994 until 2012, Lithuania Unemployed Persons averaged

154.46 Thousand Persons reaching an all time high of 330.59 Thousand

Persons in July of 2010 and a record low of 58.20 Thousand Persons in

July of 1994.

• In Lithuania, unemployed persons are individuals who are without a job and

actively seeking to work


Macro Statistics - Czech republic,

Slovakia, Romania, Estonia, Latvia &

Lithuania Growth % Productivity Business Environment

Growth of Real

GDP 2011 –

2030 %

change Annual

av.

Labour

Productivity

Growth 2011-

2030 % change

annual av.

Global Rank

(out of 82)

Regional

Rank (Out of

16)*

2006-

2010

2011-

2015

2006-

2010

2011-

2015

Czech Rep. 2.2 2.7 27 29 1 2

Estonia 3.5 4.1 28 30 2 3

Latvia 3.6 3.8 45 47 8 9

Lithuania 3.4 3.6 43 46 7 8

Romania 3.4 3.4 50 50 10 10

Slovakia 3.4 3.6 31 30 4 3

* Azerbaijan, Bulgaria, Croatia, Czech Republic, Estonia, Hungary, Kazakhstan, Latvia, Lithuania, Poland, Romania, Russia, Serbia, Slovakia,

Slovenia and Ukraine

Economist Intelligence Unit, http://www.eiu.com/

http://www.eiu.com/

Future of the Lithuanian

Economy • With expectations of economic growth worsening worldwide, weaker

economic prospects are expected in Lithuania as well. It is foreseen that the

real GDP, having increased by 3.0 per cent in 2012, will grow in 2013 by

3.1 per cent

• expected that investment in 2012 will increase by 2.3 per cent, and in

2013—by 6.2 per cent

• While unemployment rate is declining, the number of vacancies is lower

than a year ago. Their decrease was particularly acute in the transport and

storage sectors, manufacturing and construction. A prudent business

approach is also demonstrated by the tendency to hire more part-time

workers.

Source: Central Bank of Lithuania. 19 November 2012. http://www.lb.lt/macroeconomic_forecast

Economic growth in Vilnius

• FDI Magazine, a division of The Financial Times, has analyzed foreign

direct investments across the world and placed Vilnius as one of the best

performing regions, having gained markedly more investments in 2012 than

2011.

• With a 100% increase in FDI Vilnius has taken 4th place in the rating and

performed better than Seoul, Michigan, Central Thailand, Santiago metro

region, Alabama

• IKEA, Kempinski, Choice Hotels, and Thermo Fisher are some of the

investors

• The top ratings went to Kerala (South India), Minnesota (USA, with a nearly

130% increase), Queretaro (Mexico, with a 120% gain).

• Centre-Est, Kansai, Alabama, Al Quahirah, Santiago Metro Region, and

Silesian follow Vilnius

Source: Vilnius Website. 28 December 2012. http://www.vilnius.lt/index.php?951423713

Competitiveness and

Innovation Rankings World Economic

Forum – Global

Competitiveness

Report 2012-

2013 Rankings

(out of 144) [1]

INSEAD – Global

Innovation Index

2012 Rankings

(out of 125) [2]

Innovation for

Development

Report 2010-

2011 –

Innovation

Capacity

Rankings

(out of 130) [3]

Czech Rep. 39 27 32

Estonia 34 19 25

Latvia 55 30 30

Lithuania 45 38 26

Romania 78 52 55

Slovakia 71 40 36

Source 1: World Economic Forum, Global Competitiveness Report 2012 -2013. August 2012.

http://www3.weforum.org/docs/WEF_GlobalCompetitivenessReport_2012-13.pdf

Source 2: INSEAD , Global Innovation Index 2012. http://www.globalinnovationindex.org/gii/main/analysis/rankings.cfm?vno=a

Source 3: Innovation for Development Report, ICI Rankings, http://www.innovationfordevelopmentreport.org/papers/101_LopezClaros_Mata.pdf

Innovation Index Ranking 2011

• Lithuania is one of the modest innovators with a below average

performance.

• Relative strengths are in Human resources and Finance and support.

• Relative weaknesses are in Open, excellent and attractive research

systems, Linkages & entrepreneurship, Intellectual assets, Innovators and

Economic effects.

• The performance of Lithuania (along with Bulgaria, Latvia, Romania) is well

below that of the EU27 average. These countries are ‘Modest innovators’

Source. Innovative Union Scoreboard 2011. March 2012. http://ec.europa.eu/enterprise/policies/innovation/files/ius-2011_en.pdf

‘Modest Innovator’

Source. Innovative Union Scoreboard 2011. March 2012. http://ec.europa.eu/enterprise/policies/innovation/files/ius-2011_en.pdf

Lithuania in Global

Competitiveness Index (CGI)

Source: World Economic Forum, Global Competitiveness Report 2012 -2013. August 2012.


Lithuania Rankings in the GCI

Source: World Economic Forum, Global Competitiveness Report 2012 -2013. August 2012.


Lithuania 2030

• “Lithuania 2030” is the country's strategy, approved by parliament in 2012,

reflecting the national vision and priorities for development as well as

guidelines for their implementation by 2030. (1)

• The Strategy is the first and the most important long-term strategic

document based on the National Security Strategy. (2)

• Vision: Lithuania to become a modern, energetic country, embracing

differences and with a strong sense of national identity. (2)

• The Lithuanian State Progress Council believes that the implementation of

the vision would enable Lithuania to become one of the 10 most advanced

EU member states by 2030. (2)

Source 1: 15Min.LT, 15 May 2012: http://www.15min.lt/en/article/politics/parliament-approves-lithuania-s-progress-strategy-526-218861

Source 2: State Progress Council, Lithuania 2030: http://www.lrv.lt/bylos/veikla/lithuania2030.pdf

http://www.15min.lt/en/article/politics/parliament-approves-lithuania-s-progress-strategy-526-218861















http://www.lrv.lt/bylos/veikla/lithuania2030.pdf

Lithuania 2030: Progress

Indicators

Source : State Progress Council, Lithuania 2030: http://www.lrv.lt/bylos/veikla/lithuania2030.pdf



Indicators




Indicators




Indicators



Strategy Implementation



Economic Contribution of Travel

to Lithuania

Source: World Travel and Tourism Council 2012 Report. http://www.wttc.org/site_media/uploads/downloads/lithuania2012_1.pdf


to Lithuania • Direct contribution of travel and tourism to GDP is expected to grow by

4.9% pa to LTL 2,720.7mn by 2022



to Lithuania

76%

24%

Lithuania Direct Travel and Tourism GDP: Business Vs Leisure Spending 2011 (inbound and domestic)

Leisure Spending 75.8%

Business Spending 24.2%



to Lithuania

56%

44%

Lithuania Direct Travel and Tourism GDP: Domestic Vs. Foreign Visitor Spending 2011

Foreign Visitor Spending 55.6%

Domestic Spending 44.4%


T&T Competitiveness Report

• World Economic Forum, Travel and Tourism Competitiveness Report 2011

– Lithuania ranks 55th among 139 countries by travel and tourism

competitiveness, and 1st for the quality of health and hygiene

– Lithuania and Hong Kong ranked on the top for the quality of their health

and hygiene, as well as such criteria like high levels of access to clean

drinking water and sanitation and good health infrastructure.

• Estonia moved up by two places, to 25th place (from 27th in 2009), Latvia

went down by three places to rank 51st (from 48th in 2009).

• Poland overtook Lithuania after moving up to the 51st position, from 58th in

2009.

The Lithuanian Tribune. 8 March 2012. http://www.lithuaniatribune.com/5778/lithuania-55th-in-world-by-traveltourism-competitiveness-1st-for-healthhygiene-

20115778/

T&T Competitiveness Index for

Lithuania

Source: World Economic Forum, The Travel and Tourism Competitiveness Report 2011,

http://www3.weforum.org/docs/WEF_TravelTourismCompetitiveness_Report_2011.pdf

http://www3.weforum.org/docs/WEF_TravelTourismCompetitiveness_Report_2011.pdf

T&T Price Competitiveness

Rankings Ranking out of 139

Lithuania Estonia Latvia

Ticket Taxes and airport

102 40 13

Purchasing power parity

89 100 102

Extent and effect of taxation

126 18 117

Fuel price levels 72 80 71

Hotel Price Index 16 19 7

Source: WEF Travel and Tourism Competitiveness Report. 2011. http://www.weforum.org/issues/travel-and-tourism-competitiveness

T&T Infrastructure Rankings

Rank out of 139 Estonia Latvia

Hotel Rooms 64 14 57

Presence of major car rental companies

1 1 1

ATMs Accepting Visa Cards

48 23 33

Source: WEF Travel and Tourism Competitiveness Report. 2011. http://www.weforum.org/issues/travel-and-tourism-competitiveness

T&T Rankings 2011 and 2009

World Economic Forum – Travel and Tourism Competitiveness Index (out of 139) 2011

World Economic Forum – Travel and Tourism Competitiveness Index (out of 133) 2009

Czech Rep. 31 26

Estonia 25 27

Latvia 51 48

Lithuania 55 49

Romania 63 66

Slovakia 54 46

Source: WEF. 2011 Travel and Tourism Competitiveness Report. http://www3.weforum.org/docs/WEF_TravelTourismCompetitiveness_Report_2011.pdf

T&T Rankings 2011

Regional Ranking (Europe – out of 42)

Regulatory Framework (global ranking)

Business Environment and Infrastructure (global ranking)

Human, Cultural and Natural Resources (global ranking)

Czech Rep. 22 26 37 31

Estonia 18 17 19 50

Latvia 30 38 39 83

Lithuania 32 33 46 85

Romania 34 51 66 66

Slovakia 31 39 57 52


World Economic Forum – Travel and Tourism Competitiveness Index. Breakdown

by sub index

T&T Arrivals and Receipts


Top 10 Destinations • 10 most appealing tourist attractions in Lithuania according to Terra Publica for 2012

are:

1. Trakai (town famous for its castle)

2. Neringa (town famous for its sand spit)

3. Druskininkai (town famous for its spa waters)

4. Aukštaitija National Park

5. Anykščiai (ski town surrounded by lakes)

6. Kėdainiai (oldest city in Lithuania)

7. Kretinga ( one of the oldest cities in Lithuania)

8. Palanga (sea side resort)

9. Niūronys (Horse Museum)

10. Birštonas (spa resort town)

• The criteria of the rating are separated into three parts: the importance of the object

itself, its infrastructure and appeal for tourism. The theme of the object, size of its

exposition, relevance for various social groups, seasonality, interaction with

surrounding objects, geographic location, roads of access, sanitary conditions,

additional services, self-marketing, collaboration with media, information supply by

phone and in the place were also taken into consideration.

Source: Lithuanian Tribune. 17 June 2012. http://www.lithuaniatribune.com/13568/10-most-appealing-tourist-attractions-in-lithuania-201213568/

2011 Tourism Stats • 2011 general tourism data compiled by the Statistical Department:

– out of 10 tourists that were in Lithuania in 2011, two of them would be

Belarusians, two Russians, one Polish, one Latvian, and one German.

The remaining trio would probably be made up of a Brit and a Swede, or

an Estonian and a Norwegian.

– Gender-wise, seven out of them would be men, 3 – women.

• In 2011 Lithuania was visited by 1,775 million foreign tourists (18 per cent

more than in 2010).

• Seven out of 10 travellers go to Lithuania for personal reasons: holiday, to

spend their free time, visit their friends and relatives, shop or use health

services. Around a third of the tourists go for business reasons.

• 44% arrived in a car, 34% by plane.

• Accommodation:

– On average, foreigners spent four days in Lithuania.

– slightly more than a third of them stayed with relatives or friends

Source: Lithuanian Tribune. September 2012. http://www.lithuaniatribune.com/16275/what-kind-of-tourist-comes-to-lithuania-201216275/

2011 Tourism Stats

• More than 50% of tourist visited Vilnius

• one of four visited Kaunas

• one of five visited Klaipėda.

• Twelve of every 100 tourists last year visited Trakai and Palanga

• on average a tourist spent around 1244,4 Litas. A total of 198,1 Litas more

than in 2010, with increased spending on to shopping and dining.

• Information

– equally by asking their friends and relatives, by browsing the internet, as

well as by trusting their knowledge from previous trips,

– Only seven to eight tourists out of 100 were helped by advertisements,

tour guides or travel agents.

• 70 per cent of arrivals have visited Lithuania before.

Source: Lithuanian Tribune. September 2012. http://www.lithuaniatribune.com/16275/what-kind-of-tourist-comes-to-lithuania-201216275/

2011 Tourism Stats

• According to the data of the State Department of Tourism, Lithuania had the

second largest growth in tourist flows in all of Europe in 2011.

• Lithuania had a growth of tourists of 12 percent while Latvia and Estonia had

only around 6 percent growth each.

• Although the growth of tourist flows in Lithuania is twice as fast as in Latvia

and Estonia that is not a consequence of active tourism development.

• Estonians find it easier to lure tourists because of favourable geographic

location – around 50 percent of Estonian tourists come from neighbouring

Finland. Latvia has also more favourable conditions as its capital is in the

middle of the Baltic States and with a busy airport with a significant number

of flights.

Source: Lithuanian Tribune. September 13 2012. http://www.lithuaniatribune.com/15755/cepelinai-being-replaced-by-game-meats-and-cheeses-in-the-attempt-

to-attract-more-tourism-201215755/



2011 Tourism Stats

• The director of the State Department of Tourism was happy to announce that

more and more Lithuanians choose to spend their holidays in the home

country. “Although the population is decreasing, last year more than 2.5

million Lithuanians enjoyed local tourism and the number of overnight stays

has increased by 13 percent”.

• holidays in Lithuania are almost as expensive as in the most popular holiday

resorts worldwide: “the investments that are made are the same but our

tourism season is very short.

• Lithuania sees the future in healthcare and medical tourism, as well as

conference tourism.

• 72 percent of visitors that come to Vilnius are repeat visitors



Who is Visiting Vilnius? • Number of guests in the capital city of Lithuania in 2011 reached the

number of 680 thousand (520 thousand in 2010)

• Indexes of room occupancy in Vilnius hotels increased in 2011 and the

average room occupancy reached 56.5 percent, whereas during the

same period in 2010, the indicator was 47.3 percent.

• More than 83% of all Vilnius visitors who stayed in Vilnius hotels and

guesthouses in 2011 were foreigners mostly from Poland, Russia,

Germany, Belarus and Latvia.

Source : Vilnius City Website. 07 March 2012. http://www.vilnius.lt/index.php?2933136071

Who is Visiting Vilnius?

• Hotels were mostly accommodated in the period of June-September 2011.

Over this period, the hotels rooms’ occupancy rate accounted for 70.6

percent.

• Tourists spent more than 1.3 million nights in the city in 2011, which is about

18 percent more than 2010

• Statistical data of Vilnius Tourism Information Centre also show the

increase in 2011. The number of visitors of the five information centres for

tourists reached 100 thousand visitors (85 thousand in 2010). About 80%

were foreign guests mostly from Poland, Russia, Germany, Spain,

France, Italy, Belarus, UK, Finland and Latvia.

Source : Vilnius City Website. 07 March 2012. http://www.vilnius.lt/index.php?2933136071

Who is Visiting Vilnius? • First half of 2012 81,9 % of all the guests who stayed in Vilnius hotels and

guesthouses were foreigners

– Russians – 14,8%

– Polish – 12,5%

– Belarus – 11,7%

– Germany - 9,9%

– Latvians - 5,4%

• First half of 2012,

– 338 453 guests stayed in all Vilnius

– spent 669 894 nights.

– Compared to the same period in 2011, the number of guests and nights grew

by 12 per cent and 10 per cent respectively.

Source: Vilnius Tourism. 2012. http://www.vilnius-tourism.lt/en/tourism/about-vilnius/tourism-statistics/city-tourism-statistics/2012-2/

Who is Visiting Vilnius? • Countries, from which Vilnius hotels and guest houses received the biggest

number of guests in the first half of 2012, were the following:

– Russia – 38 592 (36,3% more than in the first half of 2011);

Poland – 32 503 (15,6% less);

Belarus – 30 429 (35,9% more);

Germany – 25 823 (21,7% more);

Latvia – 14 174 (11,3% more);

United Kingdom – 10 754 (4% more);

Italy – 9 036 (21,8% more);

Estonia – 8 590 (4,9% less);

USA – 8 367 (3,8% less);

Finland – 7 896 (0,8% more).

France – 7 468 (9,7% more);

Norway – 7 022 (28,3% more).

Source : Vilnius Tourism. 2012. http://www.vilnius-tourism.lt/en/tourism/about-vilnius/tourism-statistics/city-tourism-statistics/2012-2/


Strategy 2010-2015

The Latvian Tourism Development Agency (2011) states that:

• As a destination Latvia is neither very recognizable nor competitive in the

international market.

• The balance of tourism payments is negative – expenditures of the

Latvian residents in foreign countries exceed those of the foreign tourists in

Latvia.

• The tourism offer (as of 2011) doesn’t facilitate a longer stay in Latvia ( 1.4

days as of 2011) and consequently the increase in expenditures of foreign

citizens.

Source: Latvian Tourism Development Agency (2011) The Latvian Tourism Marketing Strategy: http://www.tava.gov.lv/sites/tava.gov.lv/files/dokumenti/strategiskie-dokumenti/Latvian-tourism-marketing-strategy-2010-2015.pdf


Competition analysis of Latvia, Lithuania and Estonia by comparing the

criteria characterizing tourism industry on a scale of 1 to 3 (where 1 – lack of

competitiveness, 3 – competitiveness advantage)


Strategy 2010-2015

• Marketing goals: to promote the achievement of the planned economic

goals, certain sector marketing aims have been prescribed for the period

from 2010 through to 2015:

• Image - to create a unified and easily recognizable Latvian tourism image

for foreign visitors.

• Quality - to promote tourist satisfaction and increase in recommendations,

& repeat visit & export potential; to improve hospitality.

• Product -promotion and development of Latvian tourism and export

potential in the relevant target segments.



Strategy 2010-2015

• Seasonality - to position Latvia in foreign target markets as a travel

destination that guarantees a satisfactory journey and time spent both

during the tourist season and off-season.

• Cooperation - to promote mutual cooperation and coordination of

participating tourism agencies – at the international, inter-institutional, and

at public and private sector tourist services level; to develop the cross-

border cooperation in the Baltics as a popular destination; to increase the

number of tourists coming from neighbouring countries.



Strategy 2010-2015

Latvia’s foreign market divided into 4 categories:

• High priority - Lithuania, Estonia, Germany, Russia, Sweden and Finland.

The largest number of tourists comes to Latvia from these states.

• Priority - Norway, Great Britain, Italy, Denmark, Spain and the Netherlands.

• Secondary – all other European countries, in which minimum selective

marketing activities are realized.

• Prospective – based on distant markets outside Europe, with no intensive

co-operation at present such as USA, Japan, China, India.

• There are specific marketing instrument planned for the development of

each segment.



Latvian tourism destinations and their communication to target markets


Latvian tourism destinations and their communication to target markets

Directions of Latvian Tourism Product Development


Apart from focusing on cultural and natural resources, Latvia has specified

tourism products with high added value:




Strategy 2010-2015 • Focusing on niches - the Latvian Tourism Development Agency explains

that the strategy of focusing on niches means concentrating on a number of

small segments of the target through the offer of tourism products that differ

from those of competitors. Examples of product ideas include:

• A three day course of Latvian folk dance with a concluding concert and a

party for the participants.

• A week-long "ecology school" with educational workshops, trips, collecting

and preparing berries, mushrooms, herbal teas.

• Skiing or fishing under ice in various water bodies (the sea, lakes) etc.



Strategy 2010-2015 Assessment of Latvia’s tourism and marketing strategy – some of the

applied indicators are:

• Increase in the share of foreign tourists staying for three days or more.

• Changes in the number of tourism businesses (agencies, all kinds of tourist

accommodation, etc.) & increase in the export of tourism services.

• Increase in the number of repeated visits to Latvia as well as in tourist

satisfaction with services received.

• Increase in the number of overnight stays by visitors from high priority and

priority markets.

• Increase in the niche product offer on Latvia's tourism portal.


Riga’s Marketing Strategy • Two of Riga’s marketing videos – one about the Christmas Tree and another

«Ten Things To Do in Riga» have received international tourism film festivals

awards.

• The project LIVE RĪGA has been highly successful

• Professional western tourism bureaus are contacting the Riga tourism bureau,

because they are willing to sell Riga as a demanded destination

• Riga Tourism Development Bureau (RTDB) merged with the former Riga

Tourism Coordination Centre and Board Members represent our interests in

the City Council

• Riga Tourism spent one and a half million lats on Latvian publicity campaigns

abroad in 2011

• They collaborate with ferries operator Tallink so that their specific offer

complements information about Riga. This also provides access to Tallink ad

placement in Swedish mass media (30% discount in press).

• They are collaborating with three advertising brokerage firms in each state to

get the best prices, rather than just one firm

Source: Lithuanian Tribune. 27 April 2011. http://www.lithuaniatribune.com/6324/lithuanians-and-estonians-envy-latvians-attracting-tourists-20116324/

The Czech Republic’s Marketing

Strategy • Euromonitor International reports that Czech Tourism (national agency) uses its

web page www.czechtourism.com to promote key attractions and tourist

activities in the Czech Republic

• From this site visitors may be directed to a few more targeted promotional sites.

• Amongst the most notable is the page promoting domestic tourism,

www.kudyznudy.cz, focusing on the historic and cultural heritage of the country

as well as on active types of tourism such as cycle tourism.

• Other pages promote medical tourism, newly launched tourist attractions and

activity or congress tourism.

• All websites are reportedly interesting, but a challenge when visiting pages is

the overload of information.

Source: Euromonitor International (2012), Travel and Tourism in the Chech Republic: http://www.euromonitor.com/travel-and-tourism-in-the-czech-republic/report

http://www.czechtourism.com/

http://www.kudyznudy.cz/

The Czech Republic’s Marketing

Strategy • The Czech Republic noticed a new boom in medical tourism in 2011.

Healthcare attracts a lot of tourists, primarily form Western Europe.

• Travel and tourism amongst Czech tourists within the country recorded

single-digit growth in 2011. The Czech population travels more within the

country than to outbound destinations.

• The Czech Republic still has relatively untapped potential for tourism

development, some of which is expected to be captured over the forecast

period 2011-2016.

• Growth will be driven by investment in new health and wellness

programmes by accommodation operators, by continuous improvement of

tourism services, and by targeted promotional activities.

Source: Euromonitor International (2012), Travel and Tourism in the Chech Republic: http://www.euromonitor.com/travel-and-tourism-in-the-czech-republic/report

Czech RepubLIKE

• Czech Republic tourism targets Facebook & rebrands as Czech

RepubLIKE.

• Tnooz (2012) reports that tourism officials from the Chech Republic have

adopted a clever and groan-inducing approach by making Czech

RepubLIKE the country’s new slogan.

• Design agencies praised the clean nature of rebranding, although some

criticism was received as well.

• Clearly, the campaign focuses on appearing modern and at the centre of

how many travellers use the web, and social networks such as Facebook,to

research destinations.

Source: Tnooz,23 July 2012:

http://www.tnooz.com/2012/07/23/news/czech-republic-tourism-drive-targets-facebook-mood-rebrands-as-czech-republike/

World Leading Markleting

Campaign 2011& 2012 • Welcome to Yorkshire won gold at the World Travel Awards in both 2011 and

2012 (1) ,(2).

• In 2011Yorkshire‘s campaign defeated Abu Dhabi, Egypt, Brazil, India, South

Africa and Spain in the final of the World's Leading Marketing Campaign

category. (1)

• In terms of overseas visitors, Yorkshire saw an increase in spend from £33Mn in

2008 to £43Mn in 2009 and £59Mn in 2010. (1)

• The trend reportedly continues, with new initiatives such as entering the World

Clipper Race and bidding to bring Tour de France to Leeds (1).

• The International Passenger Survey states that the value of international visits to

Yorkshire in 2011 was up 22%, compared to a rise of 3% nationally (1).

Source 1: The Guardian, 12 January 2012. http://www.guardian.co.uk/uk/the-northerner/2012/jan/12/yorkshire-worldtravelawards-qatar-welcometoyorkshire-

garryverity

Source 2: World Travel Awards,2013: http://www.worldtravelawards.com/profile-29549-welcome-to-yorkshire

http://www.guardian.co.uk/uk/the-northerner/2012/jan/12/yorkshire-worldtravelawards-qatar-welcometoyorkshire-garryverity











http://www.worldtravelawards.com/profile-29549-welcome-to-yorkshire










Campaign 2011& 2012

• The destination management organization (DMO) responsible for the campaign

says it has achieved in excess of £100 million in media coverage worldwide.

• The marketing activity has evolved and grown since its launch in 2009. The

DMO works with the tourism industry, local authorities and businesses.

• The target campaigns underpin 10 key themes: Outdoors, Heritage, Delicious,

Sport, Events& Festivals, City Life, Family Fun, Indulgence, Coastal , Artistic.

Source: Welcome to Yorkshire.com, 2011: http://www1.harrogate.gov.uk/localdemocracy/ViewSelectedDocument.asp?DocumentID=27509


Campaign 2011& 2012

A summary of marketing plans for 2012/2013:

• TV advertising (March - May 2012)- Building on the results generated by the

2011 campaign ‘Have a Brilliant Yorkshire' – the DMO has secured prime time

slots across key ITV regions and satellite channels. The TV ad has the

campaign message - "So much, so near, so different. Have a Brilliant

Yorkshire’’.



Campaign 2011& 2012

• TV sponsorship – builds on previous success of sponsoring programmes

such as Who Wants to be a Millionaire, Heartbeat, Animals Do the Funniest

Things and Paul O'Grady, two other programs were confirmed -Countrywise

and The Great British Taste Tour.

• Manchester – targeted as the gateway to Yorkshire with an outdoor

campaign.

• London - Targeted mailing to 250k homes in London, 90k copies of ‘This is

Y’ distributed with the Saturday and Sunday Telegraph.


City Branding Strategies

• The founder of Best Destination Marketing (City Marketing Consultancy and

Teaching) John Heeley says that cities are beginning to brand themselves

the way that companies and institutions do.

• He argues that the potential derived from an effective integration of the

various strands of city marketing activity is huge – it allows the local public

and private sectors to embrace the official city branding platform and unite

around it; it also allows the various marketing agencies to become sub-

brands so that addressing resident, inward investment, student, tourism,

events and other audiences can become more integrated and joined up.

Source: Best Destination Marketing Blog, 3 June, 2012: http://bestdestinationmarketing.wordpress.com/


• Agencies can be amalgamated to form a single agency to make city

marketing even more joined up and purposeful. As of 2012 this was already

happening in some major cities.

• Often the new breed of city marketing agencies are constituted as public-

private partnerships. For example, In Amsterdam, Amsterdam Partners, an

independent foundation formed to take forward the I amsterdam city brand,

was merged with three separate organizations responsible for tourism and

conventions, inward investment and business, and cultural and event

marketing.



• The integrated marketing agency (to commence operations in January

2013) will be active across seven marketing fields – food and flowers,

financial and business services, ICT and e-sciences, business and leisure

tourism, ‘red life’ sciences, trade and logistics, and the creative industries.

• John Heeley believes that the new breed of city marketing agency will

become widespread because the logic behind city marketing is powerful.

• He expects mayors and city administrators to appreciate the opportunities

both to reduce overheads and to bolster the reputations and competitive

positions of their respective cities.


Bratislava Tourist Board

• The Bratislava Tourist Board (BTB), formed in early 2012, is constituted as a

public-private partnership.

• Though the lion’s share of its annual budget derives from the city

government, it is able to source income from the commercial sector through

membership fees and accommodation taxes.

• Arguably, the BTB will have to bellow hard to put Bratislava on the map and

penetrate the lucrative convention and city break segments in a crowded

and competitive marketplace.

• John Heeley says that the city‘s heroic and quirky stories need to be

packaged, distributed and sold by BTB.


Zagreb - Tourism Marketing Film

Awards • The Crioatia National Tourism Buerau reports that ‘‘Zagreb, Zagreb ‘‘and

‘‘Moonlight Sonata Zagreb‘‘(marketing films of the Tourist Board of Zagreb)

won the Grand Prix Italia award for the best tourism videos at the Tourfilm

Festival in Lecce in 2011 (international festival of tourism films).

• 14 films from Croatia competed with tourism films from 60 countries from

around the world in ten categories.

• The film ‘’Zagreb, Zagreb’’ won the Arara de Bronze award in the People,

Cultures and Traditions category at the international Tourfilm festival in

Brazil 2011.

Source: Crioatia Tourism Bureau,2011:

http://press.croatia.hr/en-GB/Press-Newsletter-2011/Zagreb-%E2%80%93-Tourism-Marketing-Film-Awards?Y2lcMjcwMQ%3D%3D

Seeking Romance

• In a 2002 survey, Match.com found that 44 percent of singles seek romance

while on vacation—and even plan their trips to enhance their prospects.

Which explains the thousands of single people logging on to dating sites

who are not just on the make but on a quest to see the world—or at least

check out another state.

• According to the Travel Industry Association of America, 39 percent of all

vacations in 2002 were one to two nights. At luxury properties like the Hotel

Bel-Air in Los Angeles, nearly 40 percent of weekend visitors are couples

living within a 50-mile radius.

Source: Travel and Leisure. February 2004 http://www.travelandleisure.com/articles/25-romantic-getaways/2

Touring Tablets

• Vilnius is the first city in Europe offering tablet PCs with integrated GooGPS

software to explore the city.

• GooGPS PCs have an integrated city map and navigation, which can create

tour routes both for pedestrians and those with transport.

• The device contains mobile Internet, which is free of charge and can be

used by a city guest for checking e-mails, using social networks, getting

information on Vilnius events, using Skype, ordering a taxi or just playing a

computer game or reading a book.

• The tablets are rented in Vilnius Tourist Information Centres and in most of

the hotels.

• Devices are rented in Vilnius Tourist Information Centres. The renting fee is

35 Lt per 24 hours. A deposit and a personal identification document will be

required.

Source: Vilnius City Website. 08 August 2012. http://www.vilnius.lt/index.php?3418348752

Touch Screen Maps • Vilnius has become the first city in Europe to unveil touch sensitive displays

with digital maps in bus shelters.

• Interactive maps offer information on bus and trolley-bus routes and

schedules in five languages: Lithuanian, English, Russian, Polish and

German.

• The screens were unveiled in France in May, however, have not yet been

launched.

• Vilnius has become the first European city to have this innovative system

available for local passengers and guests

• The modern 42-inch system is resistant to low temperatures ensuring long-

term functionality even in extremely cold winter.

• The maps allows public transportation riders to search for the most optimal

route with the shortest travel time.

Source: Vilnius City Website. 1 September 2011. http://www.vilnius.lt/index.php?2538326128

Best Connected City

• Business Insider has published the 2011 Net Index data, which shows that :

– average internet download speed in Vilnius is 36.37 Mbps, upload

speed is 28.51 Mbps,

– world’s average download speed is 9.43 Mbps

– EU average download speed is 12.99 Mbps.

• Vilnius holds the first place among TOP20 European metropolises that have

the fastest internet connection.

• Additionally, Vilnius has the fastest internet in the world. The second

metropolis having fastest connection is Hong Kong (China, download speed

34.55 Mbps), third place goes to Kowloon (China, 32.19 Mbps).

• Kaunas, the second biggest city of Lithuania, was rated as the second best

connected European City

• The other TOP5 cities are Sofia (Bulgaria), Iasi (Romania) and Riga

(Latvia).

Source: Vilnius City website. 07 December 2011. http://www.vilnius.lt/index.php?1887566903

4D Christmas Projection

• The first time in Eastern Europe a unique 4D projection was shown on the

Vilnius Cathedral Building in December 2011.

• A fairy tale Magical Christmas aired on a wall of the Cathedral three times a

day between the 28th and 30th of December 2011

• The screen was more than 1100 square meters (12 thousand square feet).

• In the tale the history of Vilnius was told, overlapped with folklore, religious

and modern motives

• The Magical Christmas was made using 3D technologies and spiced with

the smell of Christmas scent, specially created for this performance

Source: Vilnius City Website. 28 December 2011 http://www.vilnius.lt/index.php?1663503511

Number of ICCA Registered

Meetings in Lithuania 2001 - 2011

0

5

10

15

20

25

30

35

40

Number of meetings in Lithuania

• Lithuania is 51st on the ICCA World Rankings for 2011, holding 36 meetings in 2011

• Lithuania is 28 out of 42 European States for the ICCA European Rankings

Source: ICCA rankings .2011, http://www.iccaworld.com/cdps/cditem.cfm?nid=4036

Number of ICCA registered Meetings

Vilnius, Riga & Tallinn 2001 - 2011

0

10

20

30

40

50

60

Number of Meetings in Vilnius

Number of Meetings in Tallinn

Number of Meetings in Riga

• Vilnius is 35th in the ICCA Europe city rankings for 2011, and held 31

meetings in 2011


Vilnius Meeting Strategy

• Vilnius has set a goal to find its place among the 20 most popular European

cities for conferences.

• City authorities believe that this objective could be feasible once stable and

high-quality air travel to Vilnius is assured, an appropriate infrastructure

further developed and competitive ability of business ventures related to the

field of conference tourism, as well as academic community, are integrated

into business processes.

• According to Vilnius municipality, the key to success could be provided by

close collaboration of public, private and academic community sectors.

Source: Lithuania Tribune. 16 June 2011. http://www.lithuaniatribune.com/7060/vilnius-is-the-best-city-for-conferences-in-baltic-states-20117060/

Lithuania’s Meetings Industry

– Regional Trends

0

10

20

30

40

50

60

70

2007 2008 2009 2010 2011

Estonia

Latvia

Lithuania

Number of ICCA Meetings Held Per Year Per Country


CONVENE

• Vilnius Convention Bureau, will hold ‘CONVENE’ from 13 – 14 February

2013 at the Lithuanian Exhibition and Congress Centre LITEXPO, Vilnius

• This will be the Baltic Sea region’s first exhibition for meetings, events and

incentives

• CONVENE will offer buyers an insight into the region’s potential and will be

showcasing attractive destinations through post‐event tours.

• Selected buyers will enjoy complimentary air travel and accommodation at a

Vilnius partner hotel, along with access to the full programme of CONVENE

networking and hospitality events.

Source: Vilnius Convention Bureau 03 October 2012. http://www.vilnius-convention.lt/en/press/news/vilnius-launches-new-k8x9.html

Vilnius Upcoming Meetings No. Date Conference Number of Delegates

1 13.02.2013 - 14.02.2013 Baltic Sea Region

Exhibition for Meetings,

Events and Incentives

CONVENE

300

2 04.04.2013 - 05.04.2013 International Conference

Visuality 2013

30

3 11.04.2013 - 13.04.2013 8th Bi-Annual AIPPI

International Baltic

Conference on

Intellectual Property

150

4 16.05.2013 - 17.05.2013 66th HOTREC Spring

General Assembly

100

5 09.06.2013 - 12.06.2013 International Conference

Harm Reduction 2013

600

6 25.06.2013 - 30.06.2013 16th Congress of the

International Society for

Folk Narrative Research

(ISFNR)

350

Source: Vilnius Convention Bureau. 18 January 2013. http://www.vilnius-convention.lt/en/calendar_64.html

Vilnius Upcoming Meetings Cont.

No. Date Conference Number of Delegates

7 02.07.2013 - 05.07.2013 4th International Meeting

FESP4

100

8 17.07.2013 - 19.07.2013 ISA RC06 Seminar 50

9 21.08.2013 - 24.08.2013 17th Nordic Congress on

Cerebrovascular

Diseases Nordic Stroke

2013)

500

10 26.08.2013 - 28.08.2013 28th International Baltic

Road Conference

500

11 19.09.2013 - 21.09.2013 16th GAMIAN Europe

Annual Convention

70

12 06.10.2013 - 08.10.2013 MANUFUTURE 2013

Conference

500

13 06.11.2013 - 08.11.2013 ICT 2013 3000

14 27.08.2014 - 31.08.2014 55th LCI Conference 400

Source: Vilnius Convention Bureau. 18 January 2013. http://www.vilnius-convention.lt/en/calendar_64.html

Lithuanian Exhibition and

Congress Centre - Litexpo

LITEXPO will become not only the absolute exhibition-organisation leader in

the Baltic Region, but also a modern and multifunctional (versatile) centre

where events of diverse character – both international events of state

importance as well as business-, cultural- and entertainment events – can

be held. Securing the leader’s positions, will be facilitated not only by

enlarged well-equipped exposition spaces and modern conference halls, but

also by well-ordered infrastructure, convenient access road, and unique

landscape.

Source: Litexpo. http://www.litexpo.lt/en/main/about/development


Congress Centre - Litexpo • In 2012 the Lithuanian Exhibition and Congress Centre LITEXPO reached a

turnover of 13.3 million Litas (3 million GBP), which is by 11.7 percent more

than in 2011 (11.9 million LT)

• In 2012 Litexpo income from conference activities accounted for 5 percent

of total revenues, i.e., 665 thousand LT.

• income from conference activities grew by 17 percent from 2011 – 2012

• In 2013 Litexpo expects growth from the conference activities related to the

business sector. It is estimated that the income in this sector will grow by 65

percent.

• For the first time in the Baltic countries, the International Conference

Tourism Fair Convene is going to be held in LITEXPO (13-14 February).

• Several events relating to Lithuania's presidency of the European Union are

planned in Litexpo too

Source: Litexpo Press releases. 16 January 2013. http://www.litexpo.lt/en/main/press/news-press?id=28550


Congress Centre - Litexpo • In 2012 131 events were held in Litexpo Conference Centre vs. 93 in 2011;

41 percent growth in events

• In 2012 LITEXPO conference centre events took place throughout 156

days, with over 51 thousand (64 percent more than in 2011)

• The Login Conference was the largest conference for 2012

– 2,800 people

– 4000 square metres

– most popular topics during the conference were marketing, sales, taxes

and personnel management.

Source: Litexpo Press releases. 16 January 2013. http://www.litexpo.lt/en/main/press/news-press?id=28550


Congress Centre - Litexpo • Lithuanian Exhibition Centre LITEXPO is a joint stock company established by

the Ministry of Economy of the Republic of Lithuania.

• Currently the centre employs 115 employees.

• LITEXPO provides the following services:

– Organization of international exhibitions;

– Organization and management of conferences, seminars and other events ;

– Coordination of presentations of Lithuania at global exhibitions;

– Installation of standard stands, design and installation of stands with

improved standard and non-standard stands;

– Organization of Lithuanian companies’ expositions at exhibitions abroad;

– Lease of halls;

– Transportation and customs.

• 3,000 or even more companies from many countries all over the world

participate at LITEXPO’s exhibitions annually; over 400,000 visitors visit

exhibitions and events.

Source: Litexpo ‘about’ section: http://www.litexpo.lt/en/main/about


Congress Centre - Litexpo • Currently LITEXPO is the largest exhibition and convention centre in the

Baltic States by the number of events it organizes and the income index, as

well as by the exposition area supplied with up-to-date equipment.

• LITEXPO complex consists of 5 exhibition halls, total exhibiting area of

which amounts to 17.6 thousand. sq. m, and external grounds that cover

15.1 thousand. Sq.m.

• Total exhibiting area reaches 32.7 thousand. sq. m.

• Facilities:

– LITEXPO has 11 equipped conference halls (from 6 to 1800 seats),

– 3 café-bars of contemporary design (90, 200 and 250 seats),

– a parking lot for 1000 vehicles,

– warehouse premises,

– service centre,

– audio- video information system,

– phone, fax and internet communications.

Source: Litexpo ‘about’ section: http://www.litexpo.lt/en/main/about


Congress Centre - Litexpo • Vision : UAB Lithuanian Exhibition and Congress Centre “LITEXPO” – a versatile

modern centre of exhibitions, conventions (congresses) and conferences, a

business leader in the Baltic States.

• Business Strategy

– To maintain and strengthen the exhibition business leader’s positions in the

three Baltic States by comprehensively meeting the clients’ needs, by

contributing to the development of export and of the priority branches of

economy, to the promotion of domestic demand, and to the creation of the

country’s and clients’ image.

– To create a modern infrastructure for conference tourism in compliance of all

requirements raised for international conferences.

– To become the main centre of attraction not only for exhibitions, but also for

international conferences, conventions (congresses), forums and events of

state importance in the Baltic States, as well as to contribute to the

implementation of the national tourism development program.

Source: Litexpo ‘Strategy’. http://www.litexpo.lt/en/main/about/strategy


Congress Centre - Litexpo • Business Strategy in the field of organisation of exhibitions:

– To maintain the thematic exhibitions plan that covers all branches of

industry. To refine each exhibition’s concept by introducing every year

one relevant theme, highlight.

– Alongside exhibitions, to arrange specialised events that would create

exhibitions’ added value for their participants and visitors.

– To strengthen cooperation relations with embassies of target countries

in Lithuania, the Commercial Attaché of the Ministry of Economy, as well

as with governmental organisations, sectoral associations of foreign

countries, chambers of commerce.

– To make each exhibition’s advertising campaign more efficient – to

search for efficient modes and forms for marketing campaign, which

would ensure income.



Congress Centre - Litexpo • Priority tasks pertaining to process efficiency enhancement and financial

management:

– To increase the plans of income derived from activities of organising and

servicing exhibitions by 5-6 percent every year, and to increase the plans of

collection of income from conferences, forums and other events up to 10

percent.

– To maintain the financial leverage indicator – the debt (long-term liabilities) to

equity ratio until 2013 – at no more than 10-15%. To reach the return on equity of

no less than 7%.

– Having strengthened the financial control of all incurred expenses, to increase

the profitability ratio from 7-12 percent – in 2013.

– To optimise work processes by standardising and shortening business processes

and by eliminating no-value-adding activities (implementation of the LEAN

system).


China Relations

• There was a trade mission for tourism development in China in 2011. (1)

• During this visit the Lithuanian Tourism Department presented the tourist

infrastructure possibilities of Lithuania. (1)

• After a successful visit to Beijing, the next meeting with Chinese tour

operators followed in Vilnius (1)

• During 2011, there was an 80% increase of tourist visas issued by Chinese

embassy in Lithuania. (2)

Source 1: The Lithuania Tribune. 11 April 2012. http://www.lithuaniatribune.com/11983/travel-agency-amber-tours-invites-you-to-explore-the-magnificent-lands-

of-the-baltic-states-201211983/

Source 2: Lithuanian Tribune. March 2012. http://www.lithuaniatribune.com/11009/the-baltic-states-may-lure-new-experience-seeking-chinese-201211009/

Flights to Vilnius • Air Lituanica is the new national airline of Lithuania.

• Air Lituanica is to fly from Vilnius to the main airports of Amsterdam,

Brussels, Kiev, London, Moscow and Palanga in spring 2013

• In 2014 it will add six new destinations: Berlin, Hamburg, Munich, Saint

Petersburg, Stockholm, Tbilisi

• In 2015 is will start flying to Istanbul

• Air Lituanica is going to serve 125.000 passengers every year.

• The initial capital of the company is 2.5 million Euros.

Source: Investme.net. 09 January 2013. http://www.inventme.net/representations/promotion_details/36/first-flights-from-vilnius-to-six-destinations

Flights to Palanga

• Palanga airport offers return flights to Copenhagen, Riga, Oslo and

Moscow.

• In 2011 more than 100 000 tourists passed through Palanga airport, which

was a record high

• Despite high growth, the number of tourists from Germany is down by 10%.

Tourists complain that it is hard to reach the seaside because there are no

direct flights.

• “One tourist in Klaipėda spends about 100 Euros per day; transport, hotel

and shopping included.

Source: Lithuanian Tribune. 8 October 2012. http://www.lithuaniatribune.com/17070/flights-from-palanga-to-hamburg-and-london-201217070/

Innovations in Tourism

• The Great March across the Baltic States

– Project of the three Baltic States

– The project helps tourists to find a new untraditional object of tourism,

– invite guests from abroad in order to show, how rich and beautiful

Lithuania is, to learn history and traditions of the country.

– Members of the project are given50 % and more discount in many

touristic objects – museums, water routes and others

• Marathon of 600 Anniversary of Zalgiris Battle. Member of the Marathon are

going to visit castles of Vilnius, Trakai, Medininkai, The Church of Vytautas

the Great in Kaunas, mound in Birstonas, Merkine, Veliuona, the Birute Hill

in Palanga, the Battlefield in Pabaiskas, and Old Trakai.

Source: EU Annual Tourism Reporting Template 28 April 2011. http://ec.europa.eu/enterprise/sectors/tourism/files/annual_reports/2010/lt_2011_en.pdf

Aukštaitija National Park • Around 70% of the park comprises pine, spruce and deciduous forests, inhabited

by elk, deer and wild boar.

• highlight is a labyrinth of 126 lakes

• A footpath leads to the top of 155m Ice Hill (Ledakalnis), from where a panorama

of seven lakes unfolds.

• The Trainiškis Wildlife Sanctuary and Ažvinčiai Forest, home to 150- to 200-

year-old pine trees, can only be visited with park guides.

• There are a hundred settlements within the park: Šuminai, Salos ll,

Vaišnoriškės, Varniškės II and Strazdai are protected ethnographic centres.

• Ginučiai has a 19th-century watermill with a small exhibition on its flour- and

electricity-producing history.

• Stripeikiai's Ancient Bee-keeping Museum is located here.

• The park has several ancient piliakalnis (fortification mounds) such as the

Taurapilio mound on the southern shore of Lake Tauragnas, and some quaint

wooden architecture, including a fine church and bell tower at Palūsė.

• Around Lake Lūšiai a wooden sculpture trail depicts Lithuanian folklore.

Source. Lonely Planet. 2009.http://www.lonelyplanet.com/lithuania/eastern-and-southern-lithuania/aukstaitija-national-park

Medical Tourism • the Ministry of Economy for the Republic of Lithuania penned an agreement

with the Medical Tourism Association™ (MTA) to develop and promote

medical tourism in the Baltic nation during the 2011 World Medical Tourism &

Global Healthcare Congress (WMT & GHC)

• There are around 30 health and wellness centres in Lithuania.

• The cities of Palanga, Birštonas, Neringa and Druskininkai are the main

health resorts. They offer a variety of modern spa and wellness centres of the

highest standards and a number of unique treatments and therapies.

• In 2009 SPA Vilnius SANA, located in Druskininkai, was awarded with

EUROPESPA medical quality certificate - as the best health centre in Eastern

Europe by ESPA (European Spas Association).

Source: Medical Tourism Magazine. April 2011. http://www.medicaltourismmag.com/article/lithuania-expanding-efforts-in-medical-tourism.html

Medical Tourism • In terms of health services, Lithuania is renowned for their medical tourism in

the fields of: cardiology, aesthetics, dentistry, oncology, stem-cell

research/treatment, wellness, as well as spa and post-procedure recovery

services.

• Lithuania also requires all of their healthcare professionals have a medical

degree and foreign language skills – language skills that helps to make

medical tourists more comfortable with the procedure they are undergoing.

• Lithuania signed a joint purchasing agreement in 2011 which reduces drug

prices in 2012, making the nation’s quality health services even less

expensive than they already are.

• The World Health Organization (WHO) lists that Lithuania currently has 36

physicians for every ten-thousand citizens; this is 25 percent more physicians

(per capita) than what the United States currently has (i.e. 27 physicians per

ten-thousand citizens).

Source: Medical Tourism Magazine. April 2011. http://www.medicaltourismmag.com/article/lithuania-expanding-efforts-in-medical-tourism.html

Medical Tourism Target Markets

• On the basis of the results of the target market analysis provided in the

Feasibility Study, it is proposed that Lithuania should focus on the sale of

medical services in the following markets:

• In a short-term perspective (1 – 3 years):

– Russia (medical and medical spa services)

– Ukraine (medical services)

– Belarus (medical and medical spa services)

– Lithuanian expat communities in the United Kingdom, Germany,

Scandinavia, and Spain (medical services)

– Poland (medical spa services)

– Latvia (medical spa services)

– Germany (medical spa services)

Source. Ministry of Economy of the Republic of Lithuania . 2011. Feasibility Study and Recommendations for Medical Tourism Development and Promotion

of Medical Services Export in Lithuania; Executive Summary

Medical Tourism • In a medium-term perspective (3 – 6 years):

– United Kingdom (medical services)

– Germany (medical services)

• In a long-term perspective (6 – 10 years):

– the United States of America and other countries, for example,

Scandinavia and the Far East (medical services)



Medical Tourism

• The main channel for attraction of foreign patients is medical tourism

agencies and the presentation of information on the Internet.

• Establishments providing rehabilitation and sanatorium treatment (medical

spa services) attract a significantly larger flow of foreign clients totalling

110,000 per year.

• Tourists from Russia (54%), Germany (15%), Poland (14%) and Latvia

(13%) account for the largest share of that flow.

• The main channels of attraction of foreigners to medical spa providers

include travel agencies, information on the Internet, and verbal

recommendations (by the tourists who have visited the places before and

medical specialists).



• When assessing the aspects increasing Lithuania’s competitiveness in the

medical services market, the following key factors should be highlighted:

– Medical spa service providers have significant foreign client flows, which

could serve as a sales channel while seeking to attract more foreign

clients for other medical services

– Due to the geographical, linguistic and cultural proximity Lithuania is

more accessible to Eastern markets than some of its competitors

– Lithuania has more physicians and a greater number of inpatient beds

at hospitals than other EU Member States or other countries –

competitors; thus, Lithuania has the potential to accept significant flows

of medical tourists provided that available resources are used efficiently

and are adapted for export



Medical Tourism

Medical Tourism

• The potential vision of the promotion of medical tourism in Lithuania:

Lithuania is the most rapidly growing medical tourism country in the

Northern Europe and the Baltic States.

• The potential objectives of the promotion of medical tourism in Lithuania

formulated for the implementation of this vision are as follows:

– Lithuania’s annual income from medical tourism – LTL 500 million (in

2022);

– Annual growth of the number of medical tourists arriving in Lithuania –

15 %;

– To be among the TOP 5 countries in Europe in terms of the number of

medical tourists per capita;

– Income from medical tourism accounts for at least 20-30% of the total

income of Lithuanian private medical service providers.



Medical Tourism Priority Services

• Taking into consideration the results of the analysis of the Lithuanian medical

services with the largest export potential, it is proposed to concentrate on the

promotion of export of the following services:

• The services oriented towards the Eastern markets:

– Cardiology

– Plastic surgery

• The services oriented towards the Western markets:

– Medical examination

– Non-invasive diagnostics

– Odontology

• The services oriented towards Eastern and Western markets:

– Hip and knee joint replacement surgeries

– Urological surgery

– Medical spa



Medical Tourism

• It is forecasted that Lithuania could attract approx. 292,000 medical tourists

and earn income amounting to approx. LTL 284 million from the export of

medical services in 2022.



Medical Tourism



Rural Tourism • Rural tourism was officially recognised as a tourist sub-branch in 1998, but the

Lithuanian government started to actively support the sector in 2003.

• The Government contributed significantly to promoting this type of business

among locals through campaigns and financial assistance.

• Lithuanian rural tourism is still based on family business initiatives. Most of the

500 farmsteads in the country are run by local families.

• Rural tourism is very popular among the local population, and more than 10

years after the beginning of the rural tourism boom, demand in this sector still

exceeds supply.

• Sauna is a very popular tourist activity, additional activities such as fishing,

horse riding and picking mushrooms or berries are often arranged through the

sauna owners.

• The “Beer trail” around northern Lithuania is considered part of rural tourism.

The region is famous for its “live” beer. On a “beer trail” tour, one has the

chance to experience the taste, aroma and joy of true home-made malt beer.

Tourists observe ancient brewing traditions and rituals.

Source: ‘Tourism in Lithuania’ Lithuanian Development Agency. 23 December 2008. http://www.verslilietuva.lt/files/files/PDF/tourism%20in%20lt.pdf

Rural Tourism • Rural tourism on bicycles is popular.

– There are two international EuroVelo cycle routes in the country. Euro Velo

Nr.10 along the Baltic coastline passing the seaside resort of Palanga, the

port of Klaipėda and the national park of Kuršių nerija

– Euro Velo Nr.11 from Lazdijai to Zarasaiallows passes the Dzūkija National

Park, Trakai, and Lithuania’s “lake district” of Aukštaitija.

– There are also good cycle paths in each of the national and most of the

regional parks.

• Cultural attractions include:

– traditional crafts like carving, ceramics, embroidery, knitting, painting,

weaving and carpentry. Tourists can also take classes in crafts of their

choice.

• The Lithuanian government supports rural tourism by providing funding and

developing a legal framework favourable to the tourist business.

• Compulsory classification of accommodation establishments has been

introduced, which resulted in improved quality of services. VAT paid by tourist

service providers was reduced from 15 to 5 per cent.

Source: ‘Tourism in Lithuania’ Lithuanian Development Agency. 23 December 2008. http://www.verslilietuva.lt/files/files/PDF/tourism%20in%20lt.pdf

Lithuania Travel Industry – Beer

Trail • New York Times has listed Lithuania as 24th in a list of 46 places to visit in

2013

• It recommends visiting Lithuania’s ‘overlooked historic beer trail’.

• ‘‘Centred around the town of Birzai, a town in the country’s north, some 50

to 70 farmhouse breweries are producing earthy, unusual ales, often

employing techniques not seen elsewhere, and fermented with types of

brewing yeast that appear to have different DNA from all other known

strains. To get a taste of what the Lithuanian beer trail offers, sample the

wares at specialty beer bars like Bambalyne, Alaus Namai and Snekutis in

the capital, Vilnius. After that, the truly intrepid can seek out countryside

breweries’’.

Source: New York Times.11 January 2013. http://www.nytimes.com/interactive/2013/01/10/travel/2013-places-to-go.html

Dinner in the Sky • The “Dinner in the sky” project, which has been included in the top 10 most

unusual dining places in the world, was temporarily located in the Vilnius City

Hall Square

• More than 30 countries from around the world hosted the “Dinner in the sky”

project, a gourmet feast within fifty square meters

• The restaurant consists of a crane, a special platform with a 22-seat table which

can be lifted up to 50 meters.

• While lifted up in the air, guests will not only enjoy an unprecedented view of

the capital, but also exceptional dishes. At the same time, the chef de cuisine is

present, serving meals and communicating directly with the guests.

• The arrival of culinary arts to Vilnius in the past three years is further

demonstrated by the arrival of the owner and chef of the Swedish restaurant

Frantzen/ Lindeberg, Bjӧrn Frantzen. The restaurant was published in the 2012

list of the world’s 50 best restaurants, taking the 20th place, taking a leap up

from 2011. He will be serving guests on “Dinner in the Sky”.

Source: Vilnius City Website. 14 July 2012. http://www.vilnius.lt/index.php?4073776614

Hill of Crosses • In Lithuania one of the most important pilgrimage centres is the Hill of Crosses. It

is a depiction of Christianity and literally looks like its` name suggests - it really is a

hill of crosses. The Hill of Crosses glorifies the faith that people have in

Christianity.

• Crosses put there are not by Lithuanians alone, but by people from all over the

world.

• cross crafting is a unique Lithuanian art branch known as an important part of

Lithuanian culture. The kind of craft is included into the list of Masterpieces of the

Oral and Intangible Heritage of Humanity by UNESCO.

• The origin of these thousands of crosses here still remains a mystery, though most

people believe it must have occurred after the uprising and rebellion in the year

1831, when people fought against the then ruling Tsarist government which did not

respect their wishes of honouring their God.

Source: Way 2 Lithuania. http://www.way2lithuania.com/en/travel-lithuania/hill-of-crosses

Trakai Island Castle • The centrepiece of the old Lithuanian capital of Trakai is the Island Castle.

• The restored red-brick Gothic castle is on an island on Lake Galvė.

• It probably dates from around 1400, when Vytautas, Lithuania's Grand Duke

of the time, needed stronger defences than the nearby peninsula castle

afforded.

• Some of the castle rooms house the Trakai History Museum (Trakų istorijos

muziejus) which charts the history of the castle.

• The castle's prominence as a holy site is reflected in its collection of

religious art on display in a separate gallery.

• In summer the castle courtyard is a magical stage for concerts and plays.

Source: Lonely Planet. http://www.lonelyplanet.com/lithuania/sights/museum/trakai-island-castle

Klaipėda • The only Lithuanian port city

• Klaipėda is the winner of the Flag of Honour, Plaque of Honour and Europe

Prize of the Council of Europe for international cooperation.

• 2011 Klaipėda was elected the Super City of Lithuania by a national TV

show

• Klaipėda generates almost one fifth of the country’s GDP.

• In 2011, the port of Klaipėda handled 36,5 million tons of cargo.

• Annually cruise liners bring over 35 thousand tourists

• Attractions include:

– Old Town

– white sand Blue Flag beaches

– pine forests

– the Curonian Spit Peninsula, declared a World Heritage Site by

UNESCO

– the Lithuanian Sea Museum, Aquarium and Dolphinarium

Source: Made in Lithuania. 27 February 2012. http://www.madeinlithuania.lt/Tourism-straipsnis366-Klaipeda_%E2%80%93_a_City_on_the_Sea

Klaipėda • New Passenger and Cargo Terminal under construction

– planned to begin operating summer 2013.

– The Terminal will be located in the central part of the city, about 2 km

southwards of the Old Town

– Currently cruise ships berth at a dedicated quay constructed in 2003.

– The New Terminal is designed to service passengers and tourists who

arrive by cruise liners or ferries in their cars, and for roll on-roll off cargo.

– It will be able to handle two - three ferries simultaneously, overall 6-9

vessels per day.

• Efforts are being made to use the space along the water near the centre of

the city as an attractive destination for citizens and tourists, moving

industrial enterprises further out.

• Organising Sea Festivals and hosting sailing boats is a very important part

of creating the city’s image and cherishing marine traditions. The prestigious

world regatta of historical sailing boats The Tall Ships’ Races has been held

in Klaipėda twice already.

Source: Made in Lithuania. 27 February 2012. http://www.madeinlithuania.lt/Tourism-straipsnis366-Klaipeda_%E2%80%93_a_City_on_the_Sea

Neringa

• Neringa is the smallest Municipality

in Lithuania

• A key feature of Neringa is the

Curonian Spit. This is a narrow sand

peninsula of 98 km of length, which

divides the Curonian Lagoon from

the Baltic Sea, and is the highest

spit in Northern Europe. There has

been ecological damage to the area

due to deforestation, this is now

being addressed through replanting

Source: Visit Neringa. http://www.visitneringa.com/en

Druskininkai • Druskininkai is small city and houses a year-round international resort

offering mineral bath, mud and climate therapies.

• The climate is mild and there are many lakes and beautiful parks

• Druskininkai offers a wide variety of health treatment services: herbal,

bubble, honey and other baths, massages, krio- and magnet therapy, various

health care, beauty and weight loss packages, etc.

• Sights include:

– soviet sculptures museum “Gruto parkas”

– woodcarvers’ parks

– one of the largest Aqua-parks in Europe

– 70-level adventure park ‘ONE’.

– Indoor ski park, the only one in the Baltic's, which operates through

summer

• Bicycle tracks and various wellness Spa and sports facilities are planned for

the future

Source: Visit Druskininkai. http://info.druskininkai.lt/en_druskininkai/

VILNIUS FEJERIJA

• This international festival of fireworks attracts crowds of people every

September. The centrepiece of this exciting show is an ocean of fireworks

dancing to the music. The Festival also involves a competition among

teams of professional pyro-technicians from different countries. Winners are

selected by a jury and spectators with equal number of votes.

Source: Lithuanian Tourism Website. No date. http://www.lietuva.lt/en/lifestyle/festivaliai

Song Festival

• Originating in the end of the 19th century, today song festivals, huge festivities held every four years, bring together thousands of professional and amateur musicians, singers and dancers, from very young to old, from all over the world.

• The Festival has several layers: Folk Art Exhibition, Folklore Day, Ensemble Evening, Dance Day, and Song Day.

• The Folklore Day, which opens the Festival, brings together about 4,000 performers. It is traditionally held in the Sereikiškių Park.

• The Folk Art Exhibition features selected works of the best contemporary folk artists from all over Lithuania and items from the stocks of museums.

• The Ensemble Evening, an open-air concert of Lithuanian folk songs and dances to the music played with folk instruments, assembles about 3,000 performers on the stage in the Kalnų Park.

• Dance Days take place in the Žalgiris Stadium. This is a large-scale concert by dance groups of different ages, about 9,000 dancers in total.

• The final and the most impressive touch of the Festival is the Song Day, which is traditionally held in Vingis Park, on the open-air stage specially built for this purpose. About 15,000 singers in about 400 choirs – of children, youth, women, men and mixed – sing together on this day. In 2003, the UNESCO inscribed the traditions and symbols of song festivals of the Baltic States – Estonia, Latvia, and Lithuania – on the List of Masterpieces of the Oral and Intangible Heritage of Humanity.


Pažaislis Music Festival

• Pažaislis Music Festival that has been held every summer since 1996 in

Kaunas and other regions of Lithuania is equated to the best music festivals

in Europe.

• It is unique in that it combines classical and old music and jazz, blues and

popular music by contemporary composers of different countries, which

sounds in the Pažaislis Monastery considered one of the best pieces of

middle Baroque and in other sites of architectural and heritage value.

• Pažaislis Music Festival is also famous as a venue of first-night

performances, featuring latest works of Lithuanian composers every year.

Moreover, the Festival welcomes projects combining drama, dance, visual

and fine arts. Many of the concerts are free. Since 2006, President Valdas

Adamkus of the Republic of Lithuania has been the Patron of the Festival.


Street Music Day

• On the first Saturday in May thousands of people, professional musicians

and amateurs, go out to the streets, yards, parks and squares to play music.

• Street Music must unite all who speak the world’s most universal language,

the language of music – this was the idea of musician and actor Andrius

Mamontovas, the initiator of the Festival.

• Armed with a variety of musical instruments, people play rock, classics,

jazz, avant-garde and folklore and beat African rhythms.

• Lithuanians all over the world are invited to join in the festival.


Sea Festival

• The Sea Festival, held every year in the end of July in Klaipėda, is the largest

summer festival in Lithuania.

• It continues three days and attracts over half a million of people, both local and

from other countries – Germany, Estonia, Netherlands and many others.

• They listen to concerts, view exhibitions, watch and participate in colourful

parades.

• The Festival shakes up the whole old town of Klaipėda and its central part – the

Anikės Square, the Cruise Ship Terminal, the Jonas Hill.

• The events are often broadcast on the national and other Lithuanian TV stations

and covered in foreign press.

• The first Sea Festival, also called the Day of the Sea, was celebrated on 12

August 1934 to popularise sea and promote seamanship and nautical

professions. Today, the Sea Festival is also called the second or summer

Christmas in Klaipėda.


Klaipėda Castle Jazz Festival

• This international jazz festival is organised every summer for lovers of the so-

called world music, jazz and light music, of different age and musical taste.

• The first Klaipėda Castle Jazz Festival was held in 1994. Its birth is associated

with the Jazz Music Department of the Klaipėda University, which is a cradle of

professional jazz and light music performers. This explains why this genre is so

popular in Klaipėda and the whole Western Lithuania.

• The Klaipėda Castle was selected as a symbol and venue of the Festival with

the aim to spread the message about reconstruction of the Castle that was

started at that time.

• Today, concerts are always given in open-air spaces and are free, and

celebrated guests of the Festival give lessons of excellence to students of the

Klaipėda University. Together they also develop one joint project every year.


Vilnius Festivals • Vilnius Festivals is the alliance of ten largest and best festivals of culture

and art held every year from early spring to late autumn.

• These are:

– Vilnius Festival (classical music),

– Sirens (theatre),

– Gaida (modern music),

– New Baltic Dance (modern dance),

– Christopher Summer Festival (classical music),

– Vilnius Mama Jazz (jazz music),

– Kino pavasaris (international film festival; literal translation – The Spring

of Cinema),

– Banchetto Musicale (international festival of old music), Vilnius Jazz

(international festival of modern jazz music),

– Vilnius City Fiesta (a municipal open-air festival).

• All these festivals present the best performers and creators, orchestras, and

theatre companies.


MADOS INFEKCIJA (FASHION

INFECTION) • a fashion festival - Mados Infekcija that has been staged every March since

1999 in Vilnius.

• The Festival brings together both professionals and start-ups in the

business of fashion and is open and accessible for everybody willing to

attend.

• It is not a traditional fashion week – it is much more flexible and goes

outside the format characteristic of festivals of this type.

• t is a search for new talents and names – novice designers have a

possibility to present their works on the same footing as professionals of the

world of fashion.

• The festival was pioneered by designer Sandra Straukaitė.


European Film Forum

• This European Film Forum has evolved from the Nordic Film Forum held in

2003 and is associated with other major film festivals of Nordic countries

organised in Europe. Connecting Vilnius, Kaunas and Klaipėda every

November, Scanorama is highly valued for the artistic value of the films

selected, for refusing to cater to bad taste and to go after commercial

success. This is a festival of interesting ideas and discoveries, a kind of film

bang that shakes the audience. Do not expect to see something you already

know, but be prepared for the unexpected. Every year, the Scanorama has

a dozen of different programmes on schedule, with over 100 films of

different genres, contents and duration. The filmmaking workshop „Go

Young Generation“ brings together future film professionals, who compete

for the best and most catching short-feature film in the contest „New Baltic

Film“.


Mėnuo Juodaragis

• This unique international festival, held every last summer weekend, is a

tribute to the contemporary Baltic culture and alternative music.

• Literally translated as „Blackhorn Moon“, Mėnuo Juodaragis features pagan

traditions, neo-folklore and post-modern avant-garde: here you will have a

possibility to listen to music bands of Baltic and foreign countries, observe

the old rituals, attend lectures and film demonstrations, watch

performances, view exhibitions, learn traditional folk crafts, take part in

interactive creative projects, dance, and play different games.

• Since 1995, the Festival has been changing its venue every three years and

lasts for three days.


TEBŪNIE NAKTIS (LET THERE

BE NIGHT) • This city culture tradition came to Vilnius from other European capitals in

2007.

• It is one night every June when our capital does not sleep: squares are

converted into dance schools under the stars and parks into large cinema

halls on the grass, the river is decorated with installations and shining

mazes, churches sound with classical, rock and organ music, narrow streets

turn into theatres, balconies sing love songs, the night goes bright by hand-

made torches, the air vibrates with poetry-reading and lullaby-singing, and

museums open through the night lure visitors with musicals and animation.

• In 2009, about 100,000 people joined for the no-sleep night downtown.


Grūtas Park

• opened amid controversy in 2001.

• Dubbed ‘Stalin World,’ this collection of bronze sculptures once stared down

Big Brother-style at oppressed Lithuanians in parks and squares

countrywide.

• Built to resemble a Siberian concentration camp, the park entrance is

marked by a Soviet-Polish border crossing with barbed wire, red-and-white

(Polish) and red-green (USSR) striped poles. Next to it is a single carriage

in which Lithuanians were deported to Siberia.

• Top of the bill are 13 Lenin's, two Stalin's, six Kapsukas and various other

communist heroes.

• Accused of trivialising Soviet horrors, Malinauskas, whose father spent 10

years in Siberian camps, said: 'This is a place reflecting the painful past of

our nation which brought pain, torture and loss. One cannot forget or cross

out history - whatever it is‘.

Source: Lonely Planet. http://www.lonelyplanet.com/lithuania/eastern-and-southern-lithuania/druskininkai/sights/entertainment/grutas-park

Museum of Ancient Beekeeping • exhibition illustrating traditions, mythology and history of beekeeping in

Lithuania

• The museum is located on the shore of Tauragnas river.

• The museum is set in a park of sculptures. Some of these oak sculptures were

created by folklorist A. Patiejūnas, and are real beehives where bee families

live.

• The exposition of the Museum of Ancient Beekeeping tells many historical

and mythological facts about beekeeping.

• Visitors are shown how beekeepers saved their bees from bears that breed and

lived in forests largely in the past.

• AN ancient stump beehives used in 15-20th centuries and glass-sided

beehives that enable visitors to watch the bees at work are here exposed.

• Sculptures of Lithuanian pagan bee gods Babilas and Austėja are here erected

as symbols of beekeeping and spiritual protectors of the museum.

Source: Way 2 Lithuania. http://www.way2lithuania.com/en/travel-lithuania/beekeeping-museum

Museum of Ancient Beekeeping • Inside the buildings number of various tools of beekeepers, pictures, various

beehives

• Visitors also get acquainted with the sorts of plants that bees pick the nectar

from.

• The honeybee is one of friendship symbols in Lithuania. Lithuanian synonym of

the word “friend” (draugas) is “bičiulis“ and it is derived from the word bee

(bitė).

• The Museum of Ancient Beekeeping includes exhibits that were presented

to former Lithuanian president Valdas Adamkus by Ukrainian president Viktor

Yushchenko. That was three beehives and 3 bee families.

Source: Way 2 Lithuania. http://www.way2lithuania.com/en/travel-lithuania/beekeeping-museum

Devil’s Museum • The Devils' museum or Mikalojus Konstantinas Čiurlionis Velnių Muziejus is found in

Kaunas in Lithuania.

• The museum houses three floors and over two thousand exhibits of devils of

various sizes, shapes, colours and materials – the largest collection of in the world.

• A large part of the collection comes from the personal collector named Antanas

Žmuidzinavičius and it is present on the first floor of the Devils' museum.

• In Lithuania the devil is described as very human-like, with human desires and

ambitions to marry a lady, make a few friends and is pretty charming, rich, cheerful

and smart.

• Apart from the collection of the various pieces depicting all kinds of devils, the Devils'

museum also has Shrovetide masks

• The top floor has a collection of devils from the previous Soviet territories. There is

also an exquisite collection from the various Slavic countries like Russia, Poland and

Ukraine.

• Apart from the statues and figurines of the devil there are also other artefacts and

objects with the devil drawn on the like plates, nutcrackers, ash trays, pipes, etc.

• There are paintings of the devil in the Devils' museum done either on canvas or on

silk and all the statues are made of wood, stone or clay.

Source: Way 2 Lithuania. http://www.way2lithuania.com/en/travel-lithuania/devils-museum

Kretinga Museum • The Kretinga Museum established in the beautiful palace of count Tiškevičius.

• The most valuable spiritual and material treasures of Lithuanian culture and

heritage are on display here.

• The Kretinga Museum is located in the Tiškevičius palace building, which is

set in beautiful grounds. In the 19th century the park was declared to be one of

the best examples of typical English landscape architecture monuments.

• Inside the palace there are 6 exhibitions:

– The exposition “Art of Estates” is composed of separate halls. Visitors can

walk through rooms decorated with ancient furniture, ornaments,

decorations, paintings. Entering these rooms equals to entering more that

hundred years back the history.

– “Archaeology” demonstrate archaeological findings from Lithuanian seaside

that illustrate the past of Kretinga town and district.

Source: Way 2 Lithuania. http://www.way2lithuania.com/en/travel-lithuania/kretinga-museum

Kretinga Museum – “History” was opened in 2000 and was dedicated to deportations and

resistant movements in Kretinga. Authentic pictures, documents,

historical things are here exposed.

– “Ethnography”. This part of the Kretinga Museum was turned into ancient

Samogitian house. Visitors are able to get acquainted with the old traditions

of Samogitians, their life style, their features of accommodation.

– “Folk Art” displays old wooden carvings

– The Winter Garden is located in the Kretinga Museum complex. Visitors of

the Winter Garden can get acquainted with more than 500 species of plants

(3800 units) that were brought from various corners of the Planet.

Throughout the year there are plants blooming.

Source: Way 2 Lithuania. http://www.way2lithuania.com/en/travel-lithuania/kretinga-museum

Winning Hotel: Radisson Blu

Astorija • 2012 World Travel Awards Best Hotel in Lithuania: Radisson Blu Astorija

Hotel, Vilnius

– Six flexible conference and meeting rooms, each equipped with the

latest in audiovisual technology and translation services for up to 180

guests

– Free high-speed, wireless Internet access

– Health and fitness club including indoor pool, Jacuzzi, steam bath,

whirlpool, gym

Source: Radisson Blu Vilnius website. http://www.radissonblu.com/hotel-vilnius

Winning Hotel: Le Méridien

Vilnius • 2011 World Travel Awards Best Hotel in Lithuania: Le Méridien Vilnius

– The Conference and Meeting Centre offers 8000 sq. meters in 25

banquet and conference rooms

– 18-hole PGA championship golf course, the only one in the Baltic states

– Overlooking two scenic lakes a few minutes drive from Vilnius city

centre and old town

– WiFi available

– audio and video conference facilities

• Summer outdoor activities: Golf, Bike rentals for enjoyment on hotel

grounds , Fishing, Boating, Sunbathing, 4 outdoor tennis courts, Volleyball,

Croquet, Badminton, Jogging, Lake swimming

• Winter outdoor activities: Cross country skiing, Sledding, Skating, Ice-

fishing

Source: Le Méridien Vilnius. http://www.lemeridienvilnius.com/

Don’t Make Me Get the Tank

• Vilnius's Mayor, Arturas Zuokas, has initiated the first electric bike share

scheme in Europe for the city (1)

• His public service announcement featuring him crushing a car illegally

parked in a bicycle lane has won international attention on YouTube and the

Ig Nobel Peace Prize at Harvard University for making people laugh and

then making them think (2)

Source 1: Vilnius City Website..08 August 2011 http://www.vilnius.lt/index.php?3564039605

Source 2: Vilnius City Website. 10 October 2011. http://www.vilnius.lt/index.php?2079175423