Tourists could be forgiven for feeling a little hot under the collar when they see the new marketing campaign for Lithuanian capital Vilnius, which has billed itself ‘the G-spot of Europe’.

“Nobody knows where it is, but when you find it, it’s amazing,” the Baltic city’s tourism organisation teases in its latest bid to seduce visitors.

It is aimed at attracting UK and German visitors and specifically the millennial market by presenting itself as an “undiscovered” European city-break destination.

A dedicated website – – has been designed with a quiz (about the city) with answers generating an interactive map including places of interest specific to individuals’ responses. They could range from the UNESCO World Heritage-listed Vilnius Old Town and botanical gardens to craft brewery tours, street food markets and open-air concerts.

The campaign was created by Lithuanian advertising students including Jurgis Ramanauskas, who said: “Few people know where Vilnius really is, but when they arrive they fall in love with the city. This insight came from our conversations with international visitors, and we formulated the idea that Vilnius is synonymous with the G-spot theory – nobody knows where it is, but, when it is discovered, everyone is very pleased!”.

Vilnius Mayor Remigijus Šimašius added: “When I welcome international visitors to Vilnius, I’m so often told that upon arriving in Lithuania’s capital their first-hand impressions far outweigh their expectations. On the one hand, this assessment is very pleasing to hear, but on the other hand, it indicates that the perception of Vilnius needs to be dramatically improved to match with the reality.”

Inga Romanovskienė, director of Go Vilnius, the Vilnius tourism and business development agency, said: “When it comes to attracting the modern tourist we’re dealing with a very high level of competition with other European cities and countries investing heavily in destination marketing. The young creatives who came up with ‘Vilnius; the G-spot of Europe’ presented an extremely engaging idea to drive interest in the city. Go Vilnius looks forward to welcoming new international visitors to Vilnius and continuing to promote the city’s best tourism attractions and experiences.”