In recent years, Baltic companies have increasingly incorporated travel into employee well-being and team-building programs. This trend has gained momentum, especially with the rise of remote work, as reflected in the growth of tour operator Join UP! Baltic. In 2024, the number of group bookings increased by 49% compared to the previous year.
According to Aleksandra Posipaiko, MICE Segment Manager for the Baltics at Join UP! Baltic, companies from Latvia, Lithuania, and Estonia most often choose 3-4 day team-building programs abroad within a four-hour flight radius. Lithuanian companies currently lead this segment.
“Companies carefully consider the destination and format of the trip based on the event’s objectives, employee interests, and budget. The most sought-after destinations are those with well-developed tourism infrastructure and all-inclusive offerings, such as Egypt, Turkey, and Cyprus,” explains Posipaiko.
As demand has grown, Join UP! Baltic established a dedicated department for group travelers in early 2024. Looking ahead to 2025, the tour operator expects demand to expand to relatively nearby Balkan countries, including Albania, Montenegro, and Bulgaria.
According to observations by the tour operator, companies in the IT and financial, telecommunication sectors, including insurance, are the most likely to organize such trips regularly—typically on an annual basis. However, this trend is expanding beyond fintech and start-ups, with more traditional and conservative industries such as for example – agriculture, medicine fields. Most companies schedule trips at the beginning or end of the season for their chosen destination.
While many employees prefer simple beach holidays with minimal activities, additional experiences are becoming increasingly popular, particularly among repeat tours. The most sought-after activities include short excursions, workshops such as cooking masterclasses and local food tastings, as well as sports activities like yoga and meditation.