Vilnius? Lithuania? Where? Unfortunately, that might be the reaction most people would have when these two names are mentioned. This is not so surprising as the Baltic nations of Lithuania, Latvia and Estonia had for some time lived under the shadow of the former Soviet Union, even though their history dates back to medieval times.

To cut the long story short, Lithuania, Latvia and Estonia are now independent nations and part of EU, using Euros as common currency. Being relatively small and due to their shared history and geographical proximity, the three countries are usually marketed as one tourist or MICE destination. However, Lithuania appears to be more proactive in promoting itself to the world, while Latvia and Estonia are comfortable relying on the EU market.

Vilnius is the capital of Lithuania where government, business and tourism activities take place. As a MICE destination, its historic Old Town is a UNESCO heritage site with lots of  leisure programme possibilities. For example, putting delegates on a food discovery trail, going on a street art treasure hunt, visiting museums and or do a team-building activity on a Baltic Viking ship. Travel less than half-hour away from Vilnius city centre, visitors will find greenery and sprawling golf course at the Vilnius Grand Resort; a little further away, visitors will see more nature and heritage at the charming town of Trakai, where the historic Trakai Castle island is located.

Vilnius has yet to have a major convention centre, and not many convention-class hotels are currently in the city with Kempinski Hotel, Radisson Blu and Holiday Inn being the few, although there are already confirmed development plans. At the moment, the city is best suited for MICE groups of not more than 500 delegates. The city makes up for its lack of purpose-built venues with creativity. For example, arty boutique hotels, such as Artagonist Hotel, are springing up in the old town to support the growing tourist and MICE industry; Comfort Hotel excites guests with its Rock ’n’ Roll theme, as well as its creative use of underground car park space as event venue; IDW Esperanza Resort & Spa, which attracts guests with nature and wilderness, do not shy away from using high-tech equipment to enhance guest experience. And delegates will surely feel the innovative vibes if they had their conference at the Vilnius Tech Park, where start-ups and technopreneurs share working space. Other public institutions such as the National Library, Vilnius University and the Palace of the Grand Dukes of Lithuania museum also double up as event venues.

Perhaps the most important factor for event organisers is that Vilnius offers more value for money as compared to other more mature European cities. Transport-wise, there are flights from Asia to Vilnius with one transit stop, although train connection with neighbouring countries is yet to be developed. Keen to learn more about the MICE potential in the Baltic region? Why not attend CONVENE expo and conference in Vilnius from 14-15 February 2018. For more information, visit: www.convene.lt

For more information on Vilnius, please visit:

http://www.vilnius-convention.lt/en/title-page.html

Photos: (main) Cathedral Square, Vilnius. (right, from top) National Library entrance lobby; Vilnius University; Graffiti art galore in Vilnius; beer-making ingredients; art ‘gallery’ along street walls; Trakai Castle; scenic and relaxing Trakai.