From Coolcation to Culinary Discoveries: Vilnius Checks All the Boxes for 2025 Travel Trends
Travel trends for 2025 show that international travelers will look for destinations that are cooler, more sustainable, affordable, and rich in culinary experiences—Vilnius, the capital of Lithuania, ticks all these boxes. Named the European Green Capital for 2025 and recognized as the happiest city in the world for people under 30, Vilnius is standing out as the ideal choice for travelers that looking for something different.
December 19, 2024 - Vilnius, Lithuania. Travel trends will take a strong shift in 2025, according to most recent reports, such as Expedia and Booking.com.
Trend reports show vacationers are exchanging costly trips to global hot spots in favor of quieter trips to places that are more off-beaten-track, cooler in the summer, sustainable and affordable. Culinary travel, of course, has its own followers as the top luxury travel trend for 2025.
Vilnius, the capital of Lithuania, stands out in all of these categories - after all, it has been named as one of the favorite places for coolcation, it’s becoming European Green Capital in 2025, and UK’s City Costs Barometer has picked it as a favorite for affordability. No wonder that the 2024 World Happiness Report named Vilnius as the happiest city in the world for people under 30.
Here are some major global travel trends where Vilnius takes lead:
Experience Vilnius car-free: European Green Capital of 2025. More than three quarters of global travelers wanted to travel sustainably in 2024, and 90% looked for sustainable options when traveling. Each year, the European Green Capital Award is given to a city with an established commitment to improve the environment and quality of life for residents and visitors. In 2025, Vilnius will be this city. Boasting 140 km of biking paths, 1,490 km of walking trails, and one of the most walkable Old Towns in Europe, Vilnius is ready to welcome tourists who want to explore the city car-free.
The hot spot for coolcation. As Southern Europe gets increasingly hot and crowded in the summer, the new trend has just emerged: coolcation. Coolcation seekers are looking for fresher ambience and cooler climates, and Nordic countries have hit their radar. Average August temperatures in Vilnius are around 22C, and the city offers not only milder summers, but also an abundance of lakes, beaches and surrounding forests.
Don’t overspend and relax. The most popular destinations of the world are also becoming the most expensive, and people are looking for superior experience for less money, according to Expedia. In May 2024, the UK’s Post Office released its annual City Costs Barometer, which highlighted Vilnius as Europe’s most affordable city break, where even luxury is accessible. According to the Metro.co.uk writer exploring the affordability aspect, an average traveller can easily afford tasting dinners at Michelin-starred restaurants, hotels and flight tickets to Vilnius for a city break. To fulfill the relaxation promise, Vilnius also offers a mix of serene parks, yoga-friendly spaces, and nearby hiking adventures cater to health-conscious travelers.
Off-beaten track destination. 63% of travelers are likely to visit an off-the-beaten-track destination on their next trip, according to Expedia’s “Unpack ’25” travel trend report. Destinations such as Reims, France or Brescia, Italy topped the list, making it likely for the capitals of Baltic states, which are located in the lesser-explored part of Europe, to significantly increase the number of tourists. Laura Chubb in Conde Nast Traveler says: “a warm and with-it European city break that’s still mercifully off the radar? Go east. Vilnius has been cool for a while now.” She mentions MO Modern Art Museum, “dreamt up by Daniel Libeskind,” and “the Old Town’s Instagram-ready blend of brutalist and baroque to discover”.
Culinary travel. Culinary travel has become the fastest growing trend in luxury travel segment, with travelers prioritizing food as a way to experience culture. Marriott International’s Luxe Landscapes Report identified luxury culinary tourism as the leading driver of travel in 2025. Vilnius newly-rewarded Michelin restaurant scene is relaxed and cosy, often not requiring one-month in-advance reservation. Among highlights, there is Džiaugsmas, serving re-invented local and seasonal favorites, with the menu changing each season, Nineteen18 that offers exquisite tasting menus from locally-sourced seasonal ingredients, and others.