Country study

May 2010

Ramboll

CALYPSO STUDY ON SOCIAL

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

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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).

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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.

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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 ). 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 nonparticipation 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.

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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.

Duration of stay Statistics not available Main holiday Statistics not available. Concerning inbound tourism of young destinations people: the Lithuanian youth hostels have experienced a strong increase in the share and numbers of Polish guests. 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 the inbound travels to statistics Lithuania, 15-24 years old represent 8% and 25-34 years old represent 24,5% of all foreign tourists.

Barriers and reasons Main reason for non-participation would be lack of information. for nonparticipation Whereas lack of money is an object, young people are good at finding ways to travel for very little money. They need information on the different financing options. Marketing is therefore very important if CALYPSO will be introduced in Lithuania.

Families facing difficult circumstances User profile (socio In Lithuania statistics are collected for several groups that economic profile, travel can be considered to belong to this target group: habit demographics) Families at social risk are defined as families with low income and where one or both parents have a problem with alcohol or drugs (in 2008: 11,350) Families with more than 3 children (in 2008: 42,000) Children growing at families at risk (in 2008: 25,480) Children under guardianship in families (in 2008: 7240). The average revenue per person in a Lithuanian family is 230€ (800LTL). Organisation The Family Welfare Division at the Ministry of Social Security and responsible for support Labour has the overall responsibility for this target group. The national family and parents association represents the families on the NGO side. 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 statistics Barriers and reasons In Lithuania the respect for families that are at social risk is very for nonparticipation low. Participation in a social tourism programme only directed at these types of families could lead to additional segregation and negative attitudes from the population.

Adults with disabilities User profile (socio In 2008 there were 243,000 disabled persons over 18 in Lithuania economic profile, travel (about 7% of the population). These were divided into: habit demographics) - People with movement/physical disability (80,000) - People with mental/intellectual disability (22,000) - Blind people (8000) - Deaf people (8300)

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- Other disabilities (130,000) The employment capacity of these people were: - 20-40% employment capacity (13%, 33,500) - 45-55% employment capacity (62%, 159,000) The disabled of working age account for approximately 65% of all disabled. In 2009, the number of disabled persons registered with territorial labour exchange offices was 30487.

Average disability pension per month is about 230 euro.

The number of disabled people is increasing every year (about 2 % per year). Integration level of people with disabilities closely depends on economical situation and unemployment. Organisation The Department for the Affairs of Disabled at the Ministry of Social responsible for support Security and Labour implements measures of social integration of disabled people, coordinates the National programme of integration of the disabled people 2002-2012, provides financing from the state budget to projects and social services, implemented by NGOs of disabled people. Duration of stay The length of camps aimed to upgrade the skills of independent living and recreation camps is usually 5-10 days. Main holiday The main destination inside the country is the seaside (, destinations Sventoji, Neringa). Most popular is the 119 places recreation centre in Monciskes, fully adopted for people with movement disabilities. 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. There is a requirement for participants on the camps to co-pay a part of the travel/accommodation/ food expenses in the camps organised by NGO. Holiday participation Statistics not available. In 2009, Department provided financial statistics support to camps organised by NGOs, aimed to upgrade skills of independent living (about 4800 people with disabilities participated in over 100 camps) and 19 recreation camps (more than 700 persons with disabilities). Barriers and reasons Financial difficulties, accessibility and transport. for nonparticipation

3.3 Existing support systems and/or mechanisms

No support systems or mechanisms exist in the field of social tourism for the four target groups. The only financial support that the target groups receive consists of the social security benefits and other social support. These are described below.

• Senior citizens

The main support mechanisms directed at senior citizens are related to the pension system. Pensions are paid through a national pension fund and the state social insurance fund. The average old age pension in Lithuania is 235€ (813LTL). There are several types of pensions: 1) The people who have completed the compulsory period of employment of 30 years. Their average pension is 240€ in a month. Most people have worked for 30 years. No statistics exist on how many pensioner receive this amount. 2) The people who have not completed the compulsory period of employment, but who have worked for at least 15 years. Their average pension is 175€. 3) If a person has no pension or has had a very low income, it is possible to get an additional state supported income (similar to the unemployment social insurance benefit) of 100€.

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4) There are a lot of exceptions and additional possibilities to get some money, but these are not extensive. 2 Lithuania also has a network for non-formal education for senior citizens called Third age universities. Senior citizens can participate in education programmes to learn for example foreign languages, history and culture. These universities sometimes organise excursions to abroad for educational purposes, supported by the Ministry of Science and the educational institution.

• Young people

The Ministry has for example provided financing for a youth exchange with the funds from the Lithuanian-Polish Youth Exchange Fund in 2008 (231,000€, 800,000LTL). 31 projects were financed in Lithuania and 43 in . Approximately 3000 young people and leaders from both countries participated in the projects. The exchange programme is aimed to the young people from the two countries to shape mutual international relations and discover common roots.

Lithuania is also planning to start a micro-credit programme to support entrepreneurship among young people in Lithuania. However, only 3% of the young people dream of becoming entrepreneurs and as many as 70% of the students of management studies dream of becoming government officials.

There are 10 youth working centres in Lithuania, providing training and support to unemployed youth.

• Families facing difficult social circumstances

Support for families facing difficult circumstances is divided into financial support and social services. The law provides for the following lump-sum and monthly social benefits. 1) Benefits for children raised in families: • Lump-sum child benefit. • Child benefit. • A benefit to a conscript’s child. 2) Benefits for children under guardianship: • Guardianship benefit. • A lump-sum accommodation. 3) A lump-sum pregnancy grant.

The maternity leave is long (2 years) and you are reimbursed 100% of your salary. Moreover poor families who have a per capita income not higher than the state supported income (100€, based on assessment of income and property) are paid social benefit ensuring minimum funds for their basic physiological needs and providing compensation of heating and hot and cold water expenses to ensure a partial coverage of utilities.3 Lithuania has 630 social workers working in particular with families at social risk. They work in municipal social assistance departments, social service centres, services providing assistance to families, municipal districts etc. 4 Families can also get support from special day centres that organise day activities and during the summer time "out-going day" in summer camps.

• Adults with disabilities

In 2008, 26 institutional social care establishments provided social services to adults with disabilities. 5300 disabled adults lived in social care homes in 2008, whereas 18,100 adults with disabilities attended day care centres. 5 There is no direct support for adults with disabilities to go on holiday, but the Ministry provides some financial support to projects that are aimed to organise active recreational camps and outings for disabled people. In 2009 28% of people with

2 Source: Ministry of Social Security and Labour (interviews and e-mails). 3 Social Report 2008-2009, p. 96. 4 Social Report 2008-2009, p. 122. 5 Social Report 2008-2009, p. 122.

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severe disabilities participated in rehabilitation and social service projects. The goal is to diminish this share to 24% in 2010 due to the lack of money.

In general, the financial support for adults with disabilities includes disability pensions (230 €/month), support for various measures of employment and education, as well as technical supervision services. In 2010 the Ministry provides financing for community-level social services for disabled and support to NGO activities for 7.1 Million euro. 6

3.4 Demand drivers

Senior citizens Constraints Senior citizens in Lithuania have very low income and 30% of pensioners are assessed to live at the poverty level or below. They are also often reluctant to travel and tend not to be socially active outside their families. It would thus be important to include in a social tourism support programme the possibility for the rest of the family to participate in one way or another. Needs and expectations No specific needs were identified, but the catholic religion is often in terms of destination very important for the Lithuanian senior citizens, who have an interest in visiting locations that have a religious importance or a historical meaning to Lithuanians. Types of No specific needs were identified. accommodation Activities No specific needs were identified. Specific equipment No specific needs were identified. Sensitivity to price Very price sensitive. Seasonality aspects There are no specific constraints attached to seasonality.

Young people Constraints Most young people receive financial support from their parents, which means that they do not always have financial independence. Needs and expectations No specific needs were identified. in terms of destination Types of No specific needs were identified. accommodation Activities No specific needs were identified. Specific equipment No specific needs were identified. Sensitivity to price Very price sensitive. Seasonality aspects No specific seasonality aspects, expect for the students, who are free from their studies during the summer months.

Families facing difficult circumstances Constraints Main constraints are financial and related to the Lithuanian traditions of supporting one's family – if any extra money is available, it is spent on supporting the family rather than going on holiday. Another constraint would be the strangeness of being supported financially to go on holiday. Needs and expectations An interesting possibility would be to go to Romania and Bulgaria in terms of destination (with similar price levels) that have a warm climate outside the main holiday season. Types of Family-friendly accommodation. accommodation Activities Activities suitable for both parents and children, preferably very close to each other. Specific equipment No specific equipment needed, only child-friendly environment.

6 Ministry of Social Security and Labour (interviews and e-mails).

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Sensitivity to price Families are in general very price sensitive. Seasonality aspects The school year lasts from September to June.

Adults with disabilities Constraints Financial difficulties are the main reason for non-participation, together with accessible environment and transport. Much of the older Lithuanian infrastructure dates from the Soviet times and is not accessible to disabled. The newer hotels and health resorts are accessible. Needs and expectations No specific needs identified. in terms of destination Types of Accommodation that is accessible to wheelchair. accommodation There will be a working group in 2010 to evaluate accessibility of most visited places in Lithuania. Activities No specific activities identified. However, disabled adults need activities that are accessible. The type of activity needed depends on the type of disability. Specific equipment Depending on the type of disability, there is a need for an accessible environment and possibility for transportation with wheelchair access. Sensitivity to price The average disability pension is 230€/month, leading to strong price sensitivity. Seasonality aspects May-August, no constraints for going off-season. There are no other constraints either, it depends of personal wishes.

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4. ANALYSIS OF THE TOURISM SECTOR

4.1 Market trends

According to the interviewees, Lithuanians have traditionally used their extra income to support their families instead of to going on holidays. Of an average of 230€ that a Lithuanian has at his/her use per month, 10€ are used in recreation and culture, and 12€ on hotels and restaurants. In particular the elderly people spend much of their free-time at their cottages.

The Lithuanian tourism industry experienced strong growth since 2005 (15-17% annually) until the economic downturn hit the country. Several new hotels were opened in since 2003, local and rural tourism were developing strongly and Lithuanians were in the process of moving away from the tradition of staying with family and friends, and choosing hotels instead. However, only 25% of the tourists (foreign and national) stayed at hotels, motels or sanatoriums, with 54% staying at friends and relatives. Also outbound travelling was at increase, as the number of Lithuanians travelling abroad increased by 26% from 2007 (253,000) to 2008 (318,700). 7

The Lithuanian tourism industry was hit hard by the economic downturn and in particular due to the VAT increase on accommodation from 5 to 21%. The bankruptcy of the national air carrier FlyLAL in January 2009 has made it more difficult for foreign tourists to reach Lithuania. According to the interviewees the local tourism was not well-developed enough in order to survive the economic downturn. Tourism industry is however one of the priorities in the economic development strategy, which aims at increasing the share of services to 50% of the economy by 2015, and 10% of this would come from tourism.

In Lithuania the main tourism season extends from May to September, with January and February being the slowest months. 63.2% of the foreign tourist arrivals in Lithuania occur during the second and third quarter of the year. 8 The number of people employed in tourism accommodation does not change significantly between seasons, the highest season employing 12,400 people and the lowest employing 11,000 people. 9

Over 50% of the tourists visiting Lithuania come from the neighbouring countries of (29.3%) and Poland (21.2%), followed by Russian (12.8%) and Belarusian (11%) tourists. 10

4.2 Supply of services

Accessing Lithuania by air has become more difficult since the bankruptcy of the national air carrier FlyLAL. There are however several international airlines flying to Lithuania from destinations inside the EU, and Ukraine. Lithuania is also easily accessible by ferry connections to , , and Poland, and the Via Baltica E67 traverses Lithuania on its way from to Prague.

Lithuania has 810 accommodation establishments, which include over 300 hotels and guest houses, 140 rest establishments, 25 health establishments and over 200 private accommodation possibilities. 11 The average price for a double room in a Lithuanian hotel was 76€ in 2008. The current economic downturn has led to many establishments being empty during the week, whereas the locals tend to visit them during the weekends. Lithuania also has five youth hostels belonging to the Lithuanian youth hostel association, and two independent hostels. The hostels were originally developed to host school groups in the Soviet times, but have been transformed into youth hostels.

7 Lithuanian Tourism Statistics 2008, Outbound Package Tourism. 8 Lithuanian Tourism Statistics 2008, foreign arrivals by quarter, 2008. 9 Lithuanian Tourism Statistics 2008, Number of persons employed by quarters 2007-2008. 10 Lithuanian Tourism Statistics 2008, Inbound trips of foreign visitors by country of permanent residence, 2008. 11 Lithuanian Tourism Statistics 2008, number of accommodation establishments by type of establishment 2004-2008.

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Health resorts are one of Lithuania's main tourist attractions, and include the seaside resorts of Palanga and Neringa, as well as the inland health resorts of and Birštonas. The health aspects of the mineral water in Lithuania have been used for the treatment of multiple deceases since the 18 th century. In addition to the four health resorts, the country has a growing spa industry. According to the interviewees it is in particular these wellness-resorts that are well- equipped to receiving the four target groups, and especially the elderly and the disabled. Birštonas hosts a newly built residential complex for seniors, comprising for example apartments, nursing department, hotel, health centre and SPA with a swimming pool, all targeted at hosting seniors.

According to an interviewee, the health resorts have however not experienced as strong a downturn as the tourism industry in general. The health resorts experienced a decline of 20% in visitors, but in particular the balneological resorts have very few vacancies for the moment.

As many accommodation facilities have been built during the recent years, Lithuania has a relatively accessible tourism accommodation industry. According to the interviewees new constructions are carefully monitored for their accessibility during the construction phase.

4.3 Supply of services from a European point of view

It is the assessment of the consultant that Lithuania would be a relevant and interesting destination for all four target groups from other European countries for the following reasons:

- Lithuania has a strong health resort industry, and health resorts are a suitable travel destination for all four target groups. They are in particular targeted at senior citizens and disabled, but the health resorts are also family friendly and include activities that are interesting for young people, in particular when located by the seaside. The balneological resorts are open all year around. - The price level in Lithuania is relatively cheap when coming from other European countries. The current economic downturn has left many hotels empty during the week, making it possible to acquire very affordable prices. - Lithuania is relatively easily accessible by air, by sea and by road, in particular from the countries surrounding the .

The problems that may arise in Lithuania are related to the accessibility of transport for senior citizens and disabled.

4.4 Sustainable tourism aspects

Information concerning sustainable tourism in Lithuania is fairly scarce, because the concept of sustainable tourism is fairly new in the country. Lithuania does currently not have an eco label for tourism, such as the Latvian Zalais sertifikats, or the Green Key that is used in . According to the respondents, green thinking is however coming through in the tourism sector. However, when looking at Lithuania and Lithuanian tourism in the European context, it can be seen that Lithuania has retained its traditional landscapes, biological diversity and cultural history because protected areas have been established. Lithuania has five national parks and 30 regional parks that include possibilities for tourism activities that can be characterised as sustainable tourism. The sustainability of the areas is mainly maintained through protection and restrictions, and development of sustainable tourism infrastructure. The different relevant legislative acts include for example the National sustainable development strategy, which is currently undergoing translation into English, Law on spatial planning, where the State department of tourism has prepared plans for water and car tourism routes, and Regulations of National and regional parks. 12

Lithuania has an active countryside tourism association, which promotes rural tourism that is considered to be a form of sustainable tourism. Moreover, the Blue Flag Programme is applied to the Lithuanian beaches and marinas.

12 Comments received from the State department of tourism.

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4.5 Feasibility of social tourism

According to the interviewed representatives of tourism industry, the main challenge for introducing social tourism in Lithuania is related to the costs attached to such tourism. According to the interviewees the services provided in Lithuania are suitable for the four target groups and it is the assessment of the interviewees that the strong lobby from the tourism industry also get the onboard in such an initiative, in particular because of the strong role that the tourism industry is meant to play in the growth of service industry in the country. It was also mentioned that EU initiatives have a good chance of success in Lithuania, because Lithuanians are positive towards the different support programmes introduced by the EU. An interviewee presented an interesting viewpoint, pointing out that many Lithuanians are currently working abroad in the social sector, for example taking care of the senior citizens or disabled. Creating possibilities for social tourism could also create incentives for these people to return to Lithuania with their professional knowledge of the target groups and with their experience in working abroad and speaking a foreign language.

All tourism operators interviewed for this study had a positive attitude about the development of social tourism and were willing to take a role in implementing such a programme in Lithuania. They all emphasised however that marketing is very important in order to make people aware of such a possibility, both inside Lithuania (with respect to outbound travel) and abroad (with respect to foreign tourists arriving in Lithuania). It is thus important that the marketing mechanisms are in place when promoting the possibilities for social tourism.

5. LEGISLATIVE PERSPECTIVES

According to the interviewees no legislative perspectives exist that would hinder the development of social tourism in Lithuania. The interviewees were not able to identify any specific legislation that is directly related to the area of social tourism. The social benefits of the four target groups are defined by the law on state social insurance, the law on state social insurance pensions and the law on pension funds.

6. DEVELOPMENT OF PRODUCTS FOR SOCIAL TOURISM

Opportunities • The tourism industry supplying services to the four target groups is motivated and provides services that are suitable for all the target groups. The facilities need some upgrading, but most health resorts and newer hotels are accessible and suitable. • All interviewed stakeholders are positive about the idea of introducing social tourism to Lithuania. It is seen as an excellent possibility to support the (increasing) number of people at social risk and as a way to boost the tourism industry. • Tourism industry is one of the priority service industries in Lithuania and there are plans to develop the industry in the years to come. Political willingness is thus also most likely there.

Challenges • All four target groups have very low income in Lithuania. People do not have a lot of money, and what they have, they do not use on travelling. • Traditions have to be fought in order to introduce a system for social tourism. People with low income are in general very conservative and need to hear about new systems from people that they trust instead of from an advertisement. • The economic downturn has made projects like CALYPSO a second priority in Lithuania, where people are currently concentrating on finding money to pay for their gas and heating, and where government is redirecting finances from any such projects to supporting the national economy.

Recommendations One of the main recommendations expressed by the interviewees concerns the importance of marketing. When introducing a new concept of social tourism and services attached to that, it is

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important that the people to whom the services are directed are also aware of their existence. Normal marketing channels are not likely to function as well in the case of people at social risk. This is why for example the following channels could be considered for presenting social tourism: • Many families at social risk and senior citizens live at apartment buildings. Social tourism and possibilities for receiving support could be advertised in these building complexes. • Young unemployed people are provided with services at 10 youth working centres around the country. These centres could be used as a marketing channel on social tourism. • There are over 600 social workers in Lithuania working with families at social risk. The social tourism programme could be presented by the social workers to the families, who they meet on a regular basis. • Catholic church is a strong actor in Lithuania and would be an important stakeholder to be included in the development and promotion of social tourism, in particular among senior citizens. • In order to reach to the families at social risk, schools can also be used as a channel for the promotion of social tourism. The teachers could assess which children belong to the target group and present the opportunity to the parents.

Another recommendation concerns the sustainability and potentials for long-term planning of social tourism. First of all it is important not to give up on a social tourism initiative if it does not work the first time around. According to the interviewees it is important to give the target groups the possibility to move away from the traditional thinking with respect to having the money and possibility to travel. At the same time it is important that the target groups will be given the possibility to save money to pay for a share of the trip. This is why long-term planning has to be possible.

7. WEB PORTALS

The State Tourism Department has a tourism portal for Lithuania, http://www.travel.lt which consists mainly of information on Lithuania and travel options, but also direct links to booking hotels, countryside vacations, hostels, transport and events. This portal could easily include an additional section on social tourism and the services that are directed at the four target groups. It is free to add information on the website, but most information is in the form of links to further websites where travels can be booked.

As mentioned in previous sections of this report, marketing is according to the Lithuanian interviewees one of the most important aspects to consider when introducing a social tourism to the four target groups in Lithuania.

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ANNEXES

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LIST OF INTERVIEWEES

Name of the Position Organisation Type of Interview date interviewee organisation Rasa Liubinaite Chief Tourism Public authority 07.01.2010 Specialist Development Division, State Department for Tourism Arūnas Kucikas Head Officer Community Affairs Public authority 14.01.2010 Division, Ministry of Social Security and Labour Evalda Lithuanian Hotels Association 18.01.2010 Siskauskiene and Restaurants Association Jurgita Executive Lithuanian National Association (non- 20.01.2010 Kazlauskiene secretary Health Resort profit Association organisation) Tomas Deputy Head Family Welfare Public authority 21.01.2010 Milevičius Division, Ministry of Social Security and Labour Artūras President Lithuanian Association 25.01.2010 Jakubčionis Hostelling Association Marija Senior Department for the Public authority 26.01.2010 Oleškevičienė specialist Affairs of the (written) Disabled, Ministry of Social Security and Labour Eglė Tendytė Project leader National Family and Association (non- 26.01.2010 Parents Association governmental (written) organisation)

Audronė Adviser, Association of Local Association 26.01.2010 Vareiktytė Social Issues Authorities in (written) Lithuania Juozas Deputy Youth Affairs Public authority 02.02.2010 Meldziukas Director Department, Ministry of Social Security and Labour Ricardas Chairman Trade union of Trade Union 04.02.2010 Garuolis guides and tour leaders, Solidarumas Vilija West Express Travel Private 11.02.2010 Malinauskaite Agency (written)

LIST OF DOCUMENTS

• Eurostat: Life expectancy at birth, by gender. • Lithuanian Tourism Statistics 2008, State Department of Tourism, Vilnius 2009 • Social Report 2008-2009, Ministry of Social Security and Labour, 2009.

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GOOD PRACTICE DESCRIPTIONS

No good practices were identified in Lithuania.