Lithuania False negative?
With a clamp down on gambling advertising, player age limit
restrictions and gambling machine
data monitoring system requirements, the Lithuanian market is currently enduring severe change
Often overlooked as a tourist destination, Lithuania is a small European country which at first glance appears to have little of significance to shout about. Tis is demonstrated by its marketing message, ‘Lithuania. Real is Beautiful’. Lithuania focuses on the country’s natural beauty, home grown produce, unpolished architecture and genuine hospitality as its key selling points.
Lonely Planet voted Vilnius as one of Europe’s top 10 destinations in 2018. Te historic capital, famous for its white churches and red roofs, is also on the UNESCO World Heritage List.
Last year’s ‘Go Vilnius’ advertising campaign aimed at attracting millennials from the UK and Germany saw a controversial advert launched with the tagline “Nobody knows where it is, but when you find it – it’s amazing. Vilnius: Te G- spot of Europe,” coupled with the image of an ‘ecstatic’ lady lying on a map of Europe with her hand gripping Lithuania. It’s a city with a lot to offer. Apparently.
Geographically, Lithuania is a northern European country and one of the Baltic States.
P70 NEWSWIRE / INTERACTIVE / MARKET DATA
Just 200km of the Black Sea separate Lithuania from Sweden, while it has historically had a strong relationship with the Nordic countries.
Tere are three international airports in the country – Vilnius, Kaunas and Palanga –serving around 5.2 million passengers and 55,000 flights between them.
Te main airport is in Vilnius. Kaunas airport receives predominantly low-cost airlines such as Ryan Air, whilst Palanga offers mostly short to mid-range routes. Te airports claim that during the winter season, 15 airlines organise direct flights to 56 cities in 26 countries while ferry services operate from Sweden, Denmark, Germany and Poland.
Last year 3.6 million tourists visited Lithuania, of which 1.7 million were foreign (a 10 per cent increase on the previous year). Between them, tourists spent over eight million nights in Lithuania. Tere are over 35,000 rooms available and almost 90,000 beds across the country.
During the first half of 2019, some 831,000
foreign tourists arrived in the country, an increase of over nine per cent from the previous year and the highest recorded for five years.
German tourists lead the way, followed by Poles and Russians. Visitors from China are on the increase with a record number of 9,000 Chinese tourists visiting during the first half of 2019, 36 per cent higher than the previous year. Domestic tourism is also increasing, accounting for over half of the country’s tourism market.
Lithuania has a high-income advanced economy and is a member of the European Union. It gained independence from the Soviet Union in 1990 and is made up of 60 municipalities. GDP growth rate is around 3.1 per cent, GDP per capita is €13,400 (2019 Q2) and the average monthly wage is around €1,289.
THE GROWTH OF GAMBLING Gambling began to grow significantly in
Lithuania once the country gained independence and the economy began to rebuild itself. Slots flooded into the market and were housed in shops, bars and railway stations. With no regulation in place they were accessible
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