The city attracts tourists thanks to its 18+ advertising series.

A tourism promotion campaign for Lithuania's capital was launched in 2018. The advertisement featured a woman lying down with her eyes closed, clutching a map of Europe below. Her hand was gripping the marker for the city of Vilnius.

The campaign website also features puns like "skip the foreplay," encouraging tourists to explore their own "pleasure map"... Accordingly, typical experiences in the city are also given suggestive names such as "dare to experiment" (referring to ghost hunting tours or Escape Room role-playing games), "do it in the dark" (nighttime entertainment), "use your tongue" (exploring the cuisine)...

This controversial campaign made headlines worldwide. While the students who created the ads were delighted, bishops in the predominantly Catholic country warned that the offensive content was turning the capital into a "sex tourism city."

However, the UK's Advertising Standards Authority (ASA) dismissed the complaint, arguing that "some people may find the advertisement offensive... because it does not objectively portray women." The ASA concluded that the content "is not likely to cause serious or widespread offense."

Recently, The G-spot of Europe was recognized as the best destination marketing campaign for a city at the 2019 World Travel Awards (WTM) in London.

Inga Romanovskienè, director of the Go Vilnius program at the city's tourism council, revealed that the number of international visitors to Vilnius surged by 12.5% ​​compared to the same period last year. Visitors from the two main markets, Germany and the UK, increased by 37.8% and 20.5% respectively.

"Our goal is to attract younger, more curious tourists who enjoy exploring new and exciting destinations," said Romanovskienè. She added that her organization wants to emphasize the message: "Even though Vilnius isn't a famous city, once visitors arrive, they will truly enjoy their experience."

Romanovskienè added: "The Go Vilnius campaign is specifically aimed at the younger generation, and while the language may be suggestive, it is important that we ensure the images used are not vulgar."

She believes the campaign's success lies in attracting the attention of tourists, encouraging them to learn about the Lithuanian capital, from its cultural heritage, festivals, and events to the beautiful natural spaces within the city.

Matt Mavir, founder of Last Night of Freedom, a travel company specializing in bachelor parties, says Vilnius used to be the number one international destination for male travelers. But the lack of affordable flights to the city has hampered Vilnius's tourism business. Mavir believes the new promotional campaign will attract a more diverse clientele.

Following Vilnius's nearly 40% increase in international visitors, John Oliver, a popular American television presenter, said: "If other destinations are smart enough, they will follow Lithuania's lead and come up with their own 18+ travel slogans."

Huong Thao