Tuesday, July 1, 2025

A wet and rainy summer has cast a shadow over rural tourism in Lithuania, causing disturbances and activating a change in tourism behavior. With numerous cancellations and reduced tourism visits to rural areas, tourism operations relying on al fresco activities are undergoing unprecedented difficulties. Yet in this disappointment lies an encouraging trend toward experiential tourism—emerging travel behavior that may hold possibilities for their turnaround.

The rain-soaked summer has hit Lithuania’s rural tourism sector hard, with homesteads across the country reporting a high number of cancellations. For many rural accommodation providers, this summer has proven to be one of the worst they have ever experienced. A staggering 80% of bookings have been canceled in some areas, leaving businesses scrambling to adjust.

In Karsakiškis, a picturesque area near Panevėžys, the usual buzz of activity at a local rural homestead has been replaced by quiet, abandoned spaces. Dainius Januškevičius, who runs a rural homestead in the area, shared his frustration about the situation. His bookings were strong earlier in the year, but as the weather took a turn for the worse, nearly all his reservations were canceled. He noted that 80% of the guests who had initially reserved their stays canceled just days before arriving.

In Vilkaviškis, tourism center head Vitas Girdauskas also reported a slow start to the summer. Normally, the area would welcome large international cycling groups, but this year, many of these groups opted out. With fewer visitors, local businesses have been left without customers, making it a tough season for rural tourism in Lithuania.

Despite the challenges, there has been an unexpected silver lining. As outdoor activities become less appealing due to the rain, more tourists are turning to indoor experiences. , which were typically avoided in the summer months, have become increasingly popular. This change in behavior has helped some rural tourism providers survive the summer’s difficulties.

Gediminas Ambraška, who rents kayaks in the Panevėžys region, explained that while his business has seen a dramatic decrease in bookings, there is still hope. The growing demand for indoor activities has brought some customers in. People who might have been deterred by the rain are now choosing to relax and unwind in saunas, hot tubs, and other indoor options that were not part of the usual summer routine.

Dr. Agnė Vaitkuvienė, president of the Lithuanian Countryside Tourism Association, pointed out that June is typically a slower month in rural tourism in Lithuania, but this year’s poor weather has further reduced visitor numbers. However, she highlighted a significant shift in the kinds of experiences tourists are seeking. More visitors are opting for , which focuses on exploring local culture, traditions, and unique regional activities rather than just enjoying outdoor leisure.

Although this summer has been tough for the rural tourism industry in Lithuania, there is hope for the future. Last year, September saw a surge in bookings, and many homesteads are hopeful that a similar pattern will emerge in 2025. As the demand for experiential travel continues to grow, more tourists may visit the countryside to enjoy activities that go beyond typical outdoor pursuits.

Rural tourism providers are optimistic that the weather will improve in the coming months and that interest in local experiences will help offset some of the losses. With a growing interest in experiences that focus on local culture and traditions, businesses are adapting to changing preferences and preparing for a more positive autumn.

The rainy summer has certainly thrown rural tourism in Lithuania into disarray, with establishments fighting to manage cancellations and fewer clients. Yet, experiential tourism seems to offer a route to revival. Tourists now seek authentic local experiences, and this may sustain the industry. Though this season has been challenging, there remains optimism that an emphasis on unique culture experiences will enable Lithuania’s rural tourism industry to bounce back in the coming times.

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