The global tourism marketwitnesses the increasingly intensifying processes of altering competition andcustomer needs. Competition is taking place not only among tourism serviceproviders, but also among other participants in the leisure services market –entertainment business organizations, trade and leisure centres. Within the European tourismsystem the highest potential to increase the market share currently belongs tothe Central and Eastern European states, which include Lithuania as well. Seeking to makeuse of these opportunities, it is indispensable not only to create tourisminfrastructure, but also to search for other ways of representing uniquetourism services. World Tourism Organization experts carried out a number ofsurveys, the goal of which was to determine the aims and presumptions of atouristic travel. It was established that even in the presence of changingleisure and holiday habits and fashions, one of the most important factors forchoosing a target travel destination remains the touristic attractiveness ofplaces of interest.