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Calypso Country Report Lithuania Country study May 2010 Ramboll CALYPSO STUDY ON SOCIAL TOURISM LITHUANIA CALYPSO STUDY ON SOCIAL TOURISM LITHUANIA Revision Final Date 2010/02/16 Made by HAMS Approved by National Contact Point LITHUANIA LITHUANIA CONTENTS 1. Summary 1 2. Focus on experiences on and mechanisms for international exchanges 2 3. Analysis of the four target tourism markets 2 3.1 Structures and players 2 3.2 Segmentation profile 3 3.3 Existing support systems and/or mechanisms 5 3.4 Demand drivers 7 4. Analysis of the tourism sector 9 4.1 Market trends 9 4.2 Supply of services 9 4.3 Supply of services from a European point of view 10 4.4 Sustainable tourism aspects 10 4.5 Feasibility of social tourism 11 5. Legislative perspectives 11 6. Development of products for social tourism 11 7. Web portals 12 Annexes List of interviewees List of documents Good practice descriptions LITHUANIA 1 1. SUMMARY Social tourism as a concept is very new and unknown among all the Lithuanian stakeholders interviewed. All the stakeholders are however interested in the potentials that social tourism may provide, in particular in order to boost the Lithuanian economy that has been hard hit by the economic downturn, and because of the additional support that it would provide to the groups at social risk, whose number is currently high due to the economic downturn. The service sector is foreseen as one of the fields that can help the Lithuanian economy back on its feet, and tourism is considered as a sector of high potential with this respect. However, no concrete plans, strategies or programmes exist yet in the field of social tourism. The main stakeholders in the field of social tourism are the State Department of Tourism, the Ministry of Social Security and Labour (responsible for all target groups) and the tourism providers, such as the Lithuanian Hotels and Restaurants Association and the Lithuanian National Health Resort Association (see section 3.1). The main characteristics of the four target groups can be summarised as follows: • People over 60 years of age are in Lithuania defined as senior citizens and they represent 20% of the population. Senior citizens do not have a tradition to travel, but rather to spend time at their summer house or with their family. • The group of young people consists of the youth of 14-29 years of age (22.7% of the population). • Families facing difficult circumstances include both families at risk, and families with more than three children. • Disabled adults, on the other hand, represent 7% of the population in Lithuania (see section 3.2). • All four target groups are living on very low income; approximately 30% of senior citizens live at the poverty level or below it (see section 3.3). Specific demand drivers could not be found for either of the four target groups. This could be both a sign of lack of statistics and data on the four target groups, or of non-existing travel habits (see section 3.4). The services provided by the Lithuanian tourism industry are appropriate for all four target groups. Health resorts with spas and sanatoriums are a suitable destination to all four target groups and there are service providers that are specialised in senior citizens and the disabled (see section 4.2). LITHUANIA 2 2. FOCUS ON EXPERIENCES ON AND MECHANISMS FOR INTERNATIONAL EXCHANGES No relevant examples of experiences and mechanisms for international exchanges could be found in Lithuania. Furthermore, there are no national experiences that could be regarded as social tourism or that could be extended to the European level. The existing exchanges for the target groups consist mainly of: - Youth and student exchange programmes supported by the European Union - Pilgrimages and educational trips organised by the church or clubs, such as choirs, to other European countries. - Educational and recreational camps organised inside the country for the disabled. There have been plans to introduce a mechanism of "holiday cheques" where the employer could pay a part of an employee's holiday. These plans were however put on hold due to the economic downturn. 3. ANALYSIS OF THE FOUR TARGET TOURISM MARKETS 3.1 Structures and players Lithuanian State Department of Tourism The Ministry is an entity under the Ministry of Economy and it is the national contact point for CALYPSO. The Department has no previous experience on social tourism, but it sees the CALYPSO initiative as something very positive and feasible. Ministry of Social Security and Labour The Ministry of Social Security and Labour is responsible for all the four target groups in Lithuania. The Ministry is well informed about CALYPSO, even though it has no knowledge of existing practices in Lithuania. The Ministry is positive towards CALYPSO, as they think that there is a need for more understanding on the different needs of the four target groups. The Ministry is interested in seeing social tourism as a possibility to create more jobs in Lithuania. The Government has reduced several financial support programmes due to the economic downturn and it would be very difficult to launch a new programme for social tourism at the moment. The Ministry is however in general positive towards the programme and seems motivated to support the development of CALYPSO. Lithuanian Hotels and Restaurants Association The Lithuanian Hotels and Restaurants Association has 340 members, about half of which are hotels and half restaurants. The association represents all in all 380 medium-sized and big Lithuanian hotels. The association has no experiences of social tourism as such, but they have started to move in that direction for example by introducing special offers for elderly people in restaurants. The association would be interested in taking an active part in the development and implementation of CALYPSO, they have a strong organisation and a strong lobby. It is the assessment of the organisation that the growing social tensions in Lithuania would be a good incentive for the government to go along in introducing CALYPSO. Even though the Association does not cover all hotels in Lithuania, the small size of the country makes networking and spreading of information easy. National Health Resort Association of Lithuania The National Health Resort Association of Lithuania (founded in 2007) represents Lithuanian cities and municipalities that are classified as health resorts. The association represents four resorts and four resort areas. The association is a lobby organisation for the health resorts, managing tasks such as marketing and preparing a standard for spa facilities. The association does not know of any cases of social tourism, but is interested in introducing it to Lithuania, in particular in order to extend the season at the seaside resorts. The association is willing to take an active role in lobbying for the programme. LITHUANIA 3 3.2 Segmentation profile Senior citizens User profile (socio- The common definition for senior citizens includes people economic profile, travel over 60 years of age (20% of Lithuanians). 16% of habit demographics) Lithuanians are over 65 years of age. Approximately 30% of people over 60 are living at the poverty level or below it. Senior citizens do in general not have a very active social life outside their families. They tend to spend much of their free time at their summer houses and with their children and grandchildren. Some senior citizens participate in cultural organisations or parish choirs. These organisations organise occasional tours abroad, either to participate in a choir festival or to travel to destinations that have a religious aspect to them, ie. pilgrimages. Organisation The main organisation responsible for senior citizens is the Ministry responsible for support of Social Security and Labour, who has the overall responsibility for both social insurance and pensions. Senior citizens are a relatively new concept in Lithuania and there has not been a specific policy to deal with the elderly. Traditionally all the policies related to them have dealt with social insurance and pensions. Duration of stay Statistics not available Main holiday Statistics not available. destinations Average spending Statistics not available. Of an average of 230€ that a Lithuanian has during holidays per at his/her use per month, 10€ are used in recreation and culture, year and 12€ on hotels and restaurants. Holiday participation Statistics not available. When looking at inbound travel to Lithuania, statistics 55-64 years old represent 11,3% and 65+ represent 5,1% of all foreign tourists. Barriers and reasons The life expectancy in Lithuania is low compared to other European for non-participation countries: males 65 years (compared to EU 75 years) and women 77 years (compared to EU 82 years). 1 Despite of this the retirement ages in Lithuania are 62,5 (men) and 60 (women). Lithuanian senior citizens and pensioners are thus often in worse health than other Europeans. Young people User profile (socio- In Lithuania young people of 14-29 years are categorised as economic profile, travel "youth". In 2008 22.7% of the population (766,000) belonged to habit demographics) this population group. In 2008 there were 7679 registered unemployed young people (under 25 years). The youth unemployment has however increased sevenfold since the beginning of the economic downturn. 78% of the young people in Lithuania dream of studying or working abroad. Organisation The main organisation responsible for young people is the Ministry responsible for support of Social Security and Labour, Youth Affairs Department. 1 Life expectancy in 2006 in Lithuania and EU27. Eurostat: Life expectancy at birth, by gender. LITHUANIA 4 Youth organisations in Lithuania are active, but few in number and they do not have many members. The biggest youth organisations are the scouts and the catholic youth organisation.
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