THE IMPACT OF CULTURAL EVENTS ON REDUCING THE SEASONALITY OF TOURISM

The article analyses the issue of the seasonality of tourism, and examines whether cultural activities could mitigate this problem in the famous Lithuanian resort of Neringa. Research results from other countries indicate that this is quite an effective strategy for reducing seasonality. The study aims to explore the region’s seasonal challenges and identify cultural events that could help alleviate the seasonality of tourism in Neringa. It employed a quantitative survey and descriptive statistics for data analysis. The findings reveal that the seasonality of tourism in Neringa can be reduced by increasing the number of festivals and concerts, creating tourism packages that include cultural events, and organising these events to leverage the connection between nature and culture.