Financial results of 2024
Join UP! Baltic: Estonian travelers spent 10% more per trip in 2024
Aurimas Janušauskas
CEO of Join UP! Baltic
“The traditionally conservative Baltic market is becoming more adventurous. It is shown by the high growth of Sri Lanka, and travellers are also using the opportunity to travel to such Join UP! Destinations as Zanzibar, Maldives and Dominican from Warsaw,”
- One of the largest tour operators, Join UP! Baltic, achieved a turnover of 80 million euros across the Baltics in 2024, reaching profitability by the end of the year.
- On average, Estonian travelers spent approximately 10% more on their trips compared to the previous year, reflecting a shift toward higher-level or more exotic tourism experiences.
- 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.
For Estonian clients, Egypt continued to be the most popular destination. 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. This growth reflects the popularity of Sri Lanka as an affordable exotic destination with a direct flight from Tallinn and demonstrates that clients are keen to explore new countries, to experience and get to know different cultures.
More than 80% of all bookings in 2024 were made for 4- and 5-star hotels. Estonian travelers continue to prefer high-end accommodation options, with many choosing all-inclusive packages for a more relaxed and comfortable holiday experience. 2024 also saw an increase in early bookings, allowing travelers to get better deals.
Tour operator observes that in general Baltic travelers 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 demonstrate the strength of our strategic approach and our ability to match market trends with traveler needs. Our main success is profitability, which we achieved by flexibly adapting to market needs and demand – for example, by adding new destinations and additional flights to Egypt and Turkey during the peak holiday seasons," says Aurimas Janušauskas.
The company is also actively expanding its offering to support growth.
While awareness of sustainability is growing, many travelers 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 are expanding travel options by introducing new destinations and routes. Last year we launched trips to Greece, and in 2025 we will offer our largest product portfolio ever, including new destinations such as Bulgaria, Albania, Tunisia and Cyprus with direct flights from Tallinn,”
