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September 15, 2025 — 2:04pm
As we seek to follow the road less travelled, overlooked destinations are reaping the benefits. It is, of course, a catch-22. The more the road less travelled gets travelled, the less “less” it gets. But for now, Lithuania remains that rarity in Europe: a place not yet over-touristed.
There are obvious sticking points to its popularity: proximity to war-torn Ukraine and that country’s aggressor, Russia for one. And then there’s Lithuania’s own battles. It is one of the world’s fastest depopulating countries with 2.8 million residents, down from 3.7 million when it gained independence from the USSR in 1990. That means difficulties filling jobs in industries such as hospitality.
But tourist numbers are on the increase, and that’s even before Lonely Planet named it the second-best must-see destination in the world and No.1 in Europe in 2024.
The fact that its tourism potential remains perhaps unfulfilled in 2025 puts it in the enviable position of learning from the mistakes of its European neighbours. Its capital, Vilnius, was named European Green Capital 2025 for its strong commitment to sustainability and the country has now partnered with UN Tourism, a United Nations agency, to develop tourism within sustainable parameters to drive economic growth.
That’s especially important, considering much of Lithuania’s charm is in its natural assets. It may only have a coastline of 90 kilometres, but its Baltic Sea beaches are sublime and its five national parks feature stunning landscapes and historic sites.
One of its tourism stars, Esperanza Lake Resort is a place to experience the country’s natural beauty in five-star style. Located in the Aukstaitija National Park in Paunguriai, a 40-minute drive from Vilnius, it’s just reopened after a three-year redesign and renovation that has elevated the property into modern luxury-lodge territory.
Originally opened 12 years ago, the lakeside 15-hectare resort was all canopied beds, Queen Anne furniture and cedar log walls until Riga-based Kirson Design Group, a studio with a foot in funky Berlin as well as the Baltics, took hold of it.
Now with an expanded 1000-square-metre wellness centre, two reimagined restaurants and earthy interiors that preserve the original log structure while melding with the forest, lake and ever-changing light, it is part of Design Hotels by Marriott with the aesthetics to match the strongly curated collection.
See designhotels.com
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