As “quietcations” – slower, quieter, and more intentional trips – look set to define travel in 2026, UK tourists are prioritising authenticity and escaping the crowds. As a hidden gem with a unique heritage and rich culture, Vilnius is an excellent fit for this trend.
2026 is set to be the year of quiet escapes, or “quietcations,” according to data from leading hotel groups, travel firms, and trend forecasters. These trips represent a return to slower, more intentional travel with a focus on escaping the stresses of modern life, with Vilnius being the perfect fit for this trend.
At the same time, UK travellers are seeking more meaningful cultural experiences, with Future Market Insights predicting continued growth in religious and heritage tours abroad. And with overtourism pushing many to avoid crowded hotspots, cities like Vilnius, which welcomed just 1.2 million tourists last year, are perfectly placed to offer UK visitors a quieter, more authentic alternative. According to a recent YouGov survey, 54% of UK tourists are ready to adjust their behaviour because of overtourism worries, with 61% prepared to travel off-season and 54% looking for lesser-known destinations.
“Overcrowding, noise, pollution, and high costs are making many destinations in Europe less enjoyable for tourists. Vilnius offers a lesser-known alternative with fewer crowds but plenty of authenticity – plus it meets all the criteria for a “quietcation”. As a city with over 700 years of history and a heritage that takes in multiple cultures, faiths, and languages, it is rich with culture. And its proximity to pristine nature and slow pace of life means finding tranquility is easy,” says Eglė Girdzijauskaitė, Head of Communication at Go Vilnius.
Authentic heritage meets wellness and calm
Vilnius promises an escape from the crowds, along with no shortage of authentic experiences to try out.
1. Exploring a hidden gem. Vilnius’ rich heritage dates back over 700 years. A walk through the cobbled streets of its UNESCO listed Old Town takes visitors past stunning Baroque churches, a university that is over 400 years old, and palaces and castles dating from the Grand Duchy of Lithuania. Vilnius, and its diverse residents, influenced architectural and cultural developments across the region over several centuries, so exploring its heritage opens doors to a greater understanding of Northern, Eastern and Central Europe.
2. Capital of relaxation. Vilnius is perfect for the 31% of Britons who, according to Domestic Sentiment Tracker, will travel for wellness retreats. Officially recognised as one of Europe’s “least anxiety-inducing cities”, Vilnius is also very green. Trees blanket 48% of the city and pristine forests and lakes are within easy reach for forest bathing or wild swimming. Meanwhile, numerous city spas and wellness centers provide peaceful pampering on demand. These include Pacai Spa, located in the medieval cellars of a design hotel, Bokšto Spa, one of the biggest Old Town spas in Europe, and Ivanas Muša Gongą, an alternative sauna and cold bathing experience in a former prison. Then visitors can end their day with a perfect night’s sleep in a city dubbed Europe’s sleep capital after top scoring in a survey by sleep experts analysing over 300 European cities.
3. Haute cuisine with local flavors. Food is an important way UK tourists experience culture in places they visit. A WeRoad survey found that 84% of British holidaymakers think trying local cuisine is an important part of their travel experience, with 92% preferring immersive, local experiences.Vilnius’ emerging status as a gastronomical destination means it is well set to meet this need. For example, Nineteen18 is a modern, farm-to-table restaurant known for its seasonal tasting menus, while Džiaugsmasoffers refined dishes in a relaxed atmosphere focused on pure flavours and simplicity. In total, Vilnius boasts 28 Michelin-selected restaurants, including 4 with a Michelin star. Meanwhile, the three-day Vilnius Pink Soup Festival from 29-31 May combines authentic local flavours with plenty of fun.
4. 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 travellers to families. The Old Town is completely walkable, so there is no stress, just discovery when discovering this hidden gem.
Getting to Vilnius in 2026
Vilnius is easily accessible for UK travellers, with direct flights from London Stansted, London City, and London Luton several times a week. With convenient transport links to Riga and Tallinn, and daily train connections to Poland, Vilnius is also the perfect base for regional holiday adventures.
ABOUT GO VILNIUS
Go Vilniusis the official tourism and business development agency of the City of Vilnius. The agency provides visitors, investors, and businesses with all the essential information about the Lithuanian capital.
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