According to research by the European Travel Commission, European tourists are prioritising lower stress travel to off-the-beaten-track locations, especially during “shoulder season,” the months in between a location’s peak and off-season.
Furthermore, 55% of travellers said they were actively seeking niche locations, with more than one in ten saying their top priority was to avoid crowds. Sustainable travel is also high on the list of priorities for tourists in 2026. In Booking.com’s Travel Predictions 2026, 93% of those surveyed said they want to make more sustainable choices.
Another notable trend that will continue into 2026 is the increasing popularity of travel during the “shoulder” months of June, September and October, before and after peak season. This correlates with the general shift away from overcrowded locations.
“Overcrowding, noise, pollution, and heat are making many destinations in Europe less enjoyable for tourists. Vilnius offers an off-the-beaten-track alternative with fewer crowds but plenty of authenticity. It also represents a genuinely sustainable travel option for tourists, whether that means reaching the city by the rapidly expanding network of sustainable rail connections, making the most of its walkability and cyclability, or getting out to the forests and lakes that surround the city. And in terms of when to visit, April and May are beautiful months in the year before peak season in Vilnius, while October offers sunshine, mellow atmospheres, and glorious colours,” said Eglė Girdzijauskaitė, Head of Communication at Go Vilnius.
A niche and eco-friendly gem for tourists in Europe
Vilnius promises stress-free travel and an escape from the crowds, along with plenty of authentic experiences to try out.
- Travel sustainably. For lovers of sustainable rail travel, Vilnius boasts improving train connections to Poland, with an affordable daily service from Warsaw. Once in the city, travelling sustainably is easy. Vilnius has over 140km of cycle paths, and public transport in the first half of 2025 was up by 10%. Vilnius’ compact UNESCO-listed Old Town is also ideal for exploring on foot.
- Relax and unwind. Officially recognised as one of Europe’s “least anxiety-inducing cities”, Vilnius is perfect for wellness trips and sleep tourism. The city has been dubbed Europe’s sleep capital after top scoring in a survey by sleep experts analysing over 300 European cities. The survey, which set out to find the best places for restorative sleep, considered factors like air quality, light pollution, and green space. As a very green city, where trees blanket 48% of the city, Vilnius also offers easy access to pristine forests and lakes, while numerous city spas and wellness centers provide peaceful pampering on demand. Indeed, Lithuania was named the World’s Best Wellness Destination at the ITB Health Tourism Awards in 2025.
- Eat well. Vilnius’ culinary excellence is now well-known across the continent, with the city boasting 4 Michelin starred restaurants. Combining authenticity with fun, tourists shouldn’t miss the three-day Vilnius Pink Soup Festival at the end of May. Vilnius residents are also gaining an international reputation as coffee connoisseurs
- Escape the crowds. With annual visitors of around 1.2 million, as compared to the over 20 million for major European cities like Paris and London, Vilnius offers a less crowded option for European city breaks and holidays.
- The safety and comfort to truly feel at ease. Safe, comfortable surroundings are the foundation for any relaxing holiday. Whether it is the well-kept streets, safe public spaces, or fresh, clean drinking water straight from the tap, Vilnius provides all the conditions needed for a stress-free stay. It consistently ranks among Europe’s safest cities, making it perfect to explore for everyone from solo travelers to families
- Tap into a transforming city. As the fastest growing capital in the Baltics, and with an expanding population and rapidly increasing GDP, Vilnius is transforming at breakneck speed. As a result, former factories and prisons are being converted into vibrant cultural centers and eateries, giving visitors a unique experience.
Getting to Vilnius in 2026
Vilnius is easily accessible by direct flight from Frankfurt, Copenhagen, Helsinki, and other major cities across Europe, and also serves as a perfect base for exploring the region. With convenient transport links to Riga, Tallinn, and Poland, Vilnius is also the perfect base for regional holiday adventures.
