The Lithuanian tourism industry is regulated by the Law on Tourism (1998). The Ministry of the Economy and Innovation of the Republic of Lithuania is responsible for the policy on the development of tourism, resorts and resort areas and the implementation of the functions of international cooperation in the field of tourism. The main objectives of the Ministry are as follows: to identify tourism development priorities, promote the development of competitive tourism products, reduce seasonality in tourism, and to increase the number of tourists visiting Lithuania. The Tourism Policy Division of the Ministry is responsible for international agreements in the field of tourism as well as for maintaining relations with diplomatic missions of foreign countries and the Republic Lithuania.
In 2018, the Lithuanian Government abolished the State Department of Tourism under the Ministry of the Economy and Innovation and established a new public institution Lithuania Travel (VšĮ ‘Keliauk Lietuvoje’), which started work on 1 January 2019. The reform was made with the aim to separate tourism marketing and control functions. The new institution Lithuania Travel carries out marketing and tourism promotion functions and is responsible for increasing the awareness of Lithuania as a tourism destination and for the development of inbound and local tourism. Lithuania Travel is subordinated to the Ministry of the Economy and Innovation. The function of the supervision of tourism service providers that was also performed by the Department of Tourism was transferred to the State Consumer Rights Protection Authority. The authority is responsible for the supervision of tour operators, retailers, tour package sellers and accommodation providers as well as for the representation of interests of tourists in the event of an insolvency or bankruptcy of the tour operator.
In 2016, the Lithuanian Government approved the Lithuanian Tourism Development Programme 2014-2020 (in 2022, the programme was still in force, as targets set were not achieved due to the COVID 19 pandemic). The programme sets the goals, tasks and priorities of tourism development that are in line with the principles of sustainable tourism. The strategic goal of the programme is to increase the competitiveness of the Lithuanian tourism sector. The main tasks of the programme are to improve the development of the tourism infrastructure and quality of services, the awareness and image of Lithuania as a tourist country, and to reduce the seasonality of tourism services. Also, the programme identifies four priority types of tourism: cultural tourism, business tourism, health tourism and green (eco) tourism. Cultural tourism is defined in the programme as tourism aimed at exploring the cultural environment, landscapes, cultural and natural heritage, traditions, local lifestyles, seeing the works of visual and performing arts, attending cultural events, and participating in entertainment.
Table 25: Number of tourists in Lithuania in 2017–2021
| 2017 | 2018 | Change in 2017/18 | 2019 | 2020 | Change in 2019/2020 | 2021 | |
| Total | 3 253 200 | 3 620 400 | +11.3 % | 4 037 749 | 2 180 912 | -45.99% | 2 447 867 |
| Citizens of Lithuania | 1 669 400 | 1 875 700 | +12.4% | 2 099 777 | 1 659 641 | -20.96% | 1 943 302 |
| Foreigners, total | 1 583 800 | 1 744 700 | +10.2% | 1 937 972 | 521 271 | -73.10% | 504 565 |
| EU member states | 1 424 100 | 1 551 900 | +9.0% | 1 140 435 | 294 301 | -74.19% | 301 535 |
| Non-EU states | 933 600 | 1 043 100 | +11.7% | 797 537 | 226 970 | -71.54% | 203 030 |
Table 26: Number of overnight stays in 2017–2021
| 2017 | 2018 | Change in 2017/18 | 2019 | 2020 | Change in 2019/2020 | 2021 | |
| Total | 7 364 900 | 8 091 600 | +9.9% | 8 946 758 | 5 092 967 | -43.07% | 5 511 663 |
| Citizens of Lithuania | 3 933 700 | 4 354 800 | +10.7% | 4 804 232 | 3 947 449 | -17.83% | 4 331 653 |
| Foreigners, total | 3 431 200 | 3 736 900 | +8.9% | 4 142 526 | 1 145 518 | -72.35% | 1 180 010 |
| EU member states | 3 041 100 | 3 291 200 | +8.2% | 2 273 969 | 638 585 | -71.92% | 675 649 |
| Non-EU states | 1 895 100 | 2 102 500 | +10.9% | 1 868 557 | 506 933 | -72.87% | 504 361 |
The surveys of foreign tourists performed in 2019, 2020, and 2021, show that the main reason to visit Lithuania is the desire to get to know Lithuanian culture and nature, and to experience Lithuanian food and drink (Lithuanian Travel).
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