Financial results of 2024
Join UP! Baltic served 16% more clients in 2024 in Lithuania, reaches profitability
Aurimas Janušauskas
CEO of Join UP! Baltic
“The traditionally conservative Baltic market is becoming more adventurous. The high growth of Sri Lanka shows it, and Lithuanian travellers are also using the opportunity to travel to Join UP! Destinations such as Zanzibar and Dominican from Warsaw”.
- Tour operator Join UP! Baltic has served 16% more clients in Lithuania in 2024 compared to the previous year.
- The company’s turnover across the Baltics reached 80 million euros, with the reaching profitability at the close of 2024.
- The most popular destinations remained Egypt and Turkey, and significant growth was seen in Sri Lanka and Greece.
- In total, Join UP! Baltic has served more than 100 000 clients in Latvia, Lithuania and Estonia in 2024.
Among Lithuanian travellers, Egypt remained the most popular destination, growing by nearly 10% compared to 2023. Sri Lanka faced a sharp rise in popularity and has become the fourth most popular destination with a several-fold increase in travellers volume compared to the last year which indicates that travellers are keen to explore new countries, to experience and get to know different cultures. On average, Lithuanian travellers spent approximately 20% more on their trips compared to the previous year, reflecting a shift toward higher-level or more exotic tourism experiences. Tour operator observes that in general Baltic travellers are increasingly taking multiple trips per year, and interest in exotic destinations continues to rise.
Overall, easy-reachable sunny destinations, Egypt and Turkey, continue to lead because of the diverse range of hotels, family-friendly options and quality service. At the same time, the growing popularity of premium 5-star hotels, such as Rixos, indicates that our clients prioritize top-tier accommodations.
"The 2024 results show the strength of our strategic approach and ability to match market trends and the needs of Lithuanian travellers. Our main success is profitability, which we achieved by flexibly adapting to the needs and demand of the market — for example, adding new destinations and extra flights to Egypt and Turkey during peak holiday seasons, opening the travel shops in Vilnius and Riga," says Aurimas Janušauskas.
The company is also actively broadening its offerings to support growth.
While awareness of sustainability is growing, many travellers remain hesitant to pay a premium for eco-friendly options. However, Join UP! Baltic is well-positioned to meet this trend with a portfolio that includes numerous sustainable hotels focusing on energy and water efficiency, waste reduction, local sourcing, and community support.
We’re expanding travel options for Lithuanian clients by introducing new destinations and routes. Last year, we began tours to the UAE, Cyprus, and Tunisia. We announced the launch of the first-ever flights from Palanga Airport to Turkey and Egypt, which will begin in 2025, and we already see a high demand there. In 2025, we’re offering our largest product portfolio ever, including new destinations like Bulgaria and Albania.
