Lithuania joins Atas to showcase outdoor activities and nature tourism

Globe Travel Awards countdown!

The biggest night in the travel
trade calendar is nearly here

Elze Vysniauskaite Micke Lithuania Tourism Board

Elze Vysniauskaite-Micke, B2B project manager at Lithuania Travel

Lithuania’s tourism development agency has joined the Association of Touring & Adventure Suppliers (Atas) to showcase its outdoor activities and nature-based offering to UK agents.

About 90,000 UK travellers visit Lithuania each year, and this number continues to grow, said Elze Vysniauskaite-Micke, B2B project manager at Lithuania Travel.

“Our main goal [with Atas] is to meet new tour operators, agents and other potential partners who are interested in discovering new destinations such as Lithuania, and who may be keen to include Lithuanian tourism products in their packages,” she said.

The UK is one of Lithuania’s top five inbound markets, she noted, adding: “There is still huge potential in outdoor and nature-focused tourism, and UK travellers are usually the ones most excited to explore new, lesser-known destinations.

“Recently, Lithuania was named one of Skyscanner’s Top Trending Destinations for 2026, with Kaunas city highlighted as a Top 10 Trending Destination and among the Top Three Best Value Destinations, based on searches by UK travellers.

“This shows that Brits are definitely interested in Lithuania; they just need more options and easier ways to experience the destination.”

She said the tourist board will focus this year on outdoor and nature-based products, as they are among Lithuania’s core tourism strengths.

“Our goal is to introduce this niche offering to UK travellers and encourage them to discover the destination through fam trips, events and workshops in Lithuania,” she added.

“I think people started to invest more of their time and effort into discovering new destinations that they have not visited yet.

“Lithuania offers a boutique-style travel experience with fewer crowds, a great price-quality ratio, and is rated as one of the safest destinations.

“It also offers short distances between sights, so you can visit quite many places during your trip.”

She said British tourists opt for activities such as cycling, hiking, and kayaking tours, focusing on nature rather than spending all their time in cities.

“People love taking morning swims in nearby lakes – you can reach a lake just 15 minutes from any city – or kayaking along rivers,” she said, adding that cycling is “incredibly easy” because Lithuania is completely flat.

“These activities are part of everyday life for Lithuanians, so joining in is a great way to get to know both the country and its people,” she added.

“We want to introduce Lithuania as a new destination and demonstrate how convenient it is in terms of distances, sights, and outdoor activities. We also want to highlight how beautifully uncrowded it is as a travel experience.”

She said a new learning course will be on the lithuania.travel website this month and the tourist board is able to offer fam trip opportunities and provide marketing materials, including photos and videos.

“We can also support agents with contacts for local service providers, DMCs and guides,” she added.

Claire Brighton, Atas director, said: “I’m delighted to welcome Elze and the Lithuania Travel team to Atas.

“The range of holiday activities in Lithuania dovetails very well with what our agents are seeking for their clients so I’m looking forward to finding out more about what this destination offers.”