In mid-April, we hit the road together with Lithuania Travel for a Swedish roadshow across Malmö, Gothenburg and Stockholm – three cities in two days, each with its own format, audience and energy, but all with the same goal: to spark real interest in Lithuania within the Swedish travel trade. Along the way, we met with Swedish travel agents, tour operators, media and industry partners at different stages of familiarity with the destination, building understanding step by step and creating space for conversations that could lead beyond the events themselves.
We started in Malmö with an intimate breakfast hosted by Lithuania’s Honorary Consul. Over coffee – and a taste of traditional Lithuanian tree cake – the setting allowed for focused conversations and a clear introduction to the destination, from cities like Vilnius and Kaunas to nature, wellness and cultural experiences. It was a calm starting point, setting the tone for what was to come.
Later that day in Gothenburg, the pace shifted. At Hotel Flora there was time for discussion and exchange og ideas. The group was broader, the conversations longer, and the focus moved naturally from introduction to exploration – asking more questions, seeing more angles, and starting to connect the destination to real business opportunities.
We wrapped up in Stockholm at the Ambassador’s Residence, hosted by Ambassador Linas Linkevičius. This final stop brought everything together in a slightly more formal setting, combining presentations, networking and cultural elements – including Lithuanian flavours like the famous pink soup, which quickly became a talking point. At this stage, the conversations had shifted again from learning to building relationships and looking ahead.
From our side, we handled everything in collaboration with the consulates and Lithuania Travel, from invitations and venue coordination to being on site throughout all three events, making sure everything ran smoothly and creating the right conditions for each meeting and conversation.
A few takeaways from the roadshow:
- 41 participants across Malmö, Gothenburg and Stockholm
- 0% no-show rate across all three events
- 3-4 Lithuanian suppliers represented at each stop
- Satisfaction scores ranging from 7.75 to 9.25 out of 10
- Strong professional impact across all events (up to 9.5/10)
- Survey response rates up to 66%
- A clear shift in interest – with several participants now seeing real potential to include Lithuania in their offerings
