How well do we really understand the Baltic traveller?

Lithuania, Latvia, and Estonia are often grouped together as one market. From a distance, that makes sense. But when it comes to travel behaviour, motivations and decision-making, the reality is far more nuanced.

For the third consecutive year in a row, we have conducted a large, representative survey across all three Baltic countries. By repeating the study, we are not only able to describe the Baltic traveller today, but also track how attitudes, priorities, and behaviours evolve. The result is a sharper, more actionable understanding of how travellers across the region think, act, and choose destinations.

One region – three distinct markets

While geography and history connect Lithuania, Latvia, and Estonia, travellers’ expectations, motivations, and preferences differ in ways that matter for destination strategy.

Treating the Baltics as one homogenous market risks oversimplifying decision-making and missing opportunities to engage travellers more precisely.

What we explore in the study

To support destinations in navigating this complexity, the study provides a structured view of the Baltic traveller, covering:

• Demographics and travel budget
  Profiles of who Baltic travellers are, their financial capacity for travel, and how they prioritise and allocate their budgets, essential for aligning products and positioning with market realities.
• Travel inspiration
  Insight into where Baltic travellers seek inspiration, including the role of social media, online platforms, word-of-mouth, and more traditional channels. And yes, AI is also a factor in the Baltic markets.
• Push and pull factors
  An understanding of what motivates travel in the first place, and what travellers value when choosing a destination, whether cultural experiences, relaxation, nature, adventure, or culinary experiences.
• Travel frequency and habits
  How often Baltic travellers travel, how demand fluctuates across the year, and what this means for seasonality and planning.
• Travel behaviour and sustainability
  How trips are booked, preferred holiday types, and how sustainability considerations are shaping travel decisions.
• Image, awareness, perception and experience
  A structured assessment of how destinations are perceived in the Baltic markets, using an image ranking based on awareness, perception, and experience. This enables destinations to benchmark themselves against competitors, offering valuable insights and fostering informed discussion.

Why this matters for destinations

For national tourism boards and destination management organisations, these insights can be a foundation for further development in the markets.

Understanding where markets differ, how motivations are changing, and how destinations are perceived enables more informed decisions on market prioritisation, messaging, product development, and channel strategy. In short, the better we understand the Baltic traveller, the better we can act in the market.

Let’s talk

We look forward to helping destinations navigate the Baltic markets with greater precision and confidence. If you would like to explore what these insights mean for your destination and how we can support your strategy, we would be happy to connect.

Talk to us about the Baltic traveller.