At the tourism fair “Adventur”, the 2024 Tourism Success Awards were presented. The title of the most successful tourism project promoting Lithuania abroad was awarded to the centenary Lithuanian Song Celebration.

The director of the Lithuanian National Culture Centre, Saulius Liausa, expressed joy that tourism is increasingly focusing on culture. He noted that last year, the festival attracted numerous guests, experts, and representatives of international media who discovered Lithuania through this grand event.

The Lithuanian Song Celebration, held every four years, is one of the country's largest cultural events and is recognized by UNESCO. It fosters cultural awareness, strengthens a sense of community across generations, and unites Lithuanians worldwide. Events take place in various locations in Vilnius – squares, parks, churches, and concert halls – featuring choirs, dance ensembles, orchestras, folk groups, amateur theatres, and traditional craftsmen.

In 2024, the Song Celebration "Kad giria žaliuotų" attracted over 200,000 spectators from Lithuania and abroad, including visitors from Australia, the U.S., Japan, Germany, the United Kingdom, and Ukraine. A total of 37,000 performers took part in 14 festival events, while 70 000 people watched Song Day live in Vingis Park.

The Song Celebration is a vivid example of how culture and history can attract travellers from around the world while enhancing Lithuania’s image as a welcoming and creative country.