Why Vilnius, Lithuania has so many happy Gen Zers – cheap, safe and fun

Vilnius is the most vibrant and populated municipality in Lithuania, a Baltic city with thousands of students, tech start-ups and greenery. And it increasingly looked for ways to accommodate younger generations.

Benkuskas, an older millennial, says he’s on a mission to attract young professionals from abroad to come and live in Vilnius, and believes a single visit to the city will be enough to show its appeal.

“If you spend a week or more here, you can understand that we have a lot of advantages compared to other European cities,” he said.

Small town, big advantages

The World Happiness Report ranks countries based on a Gallup survey in which respondents rate their quality of life.

Lithuania under 30 rated 7.76 out of 10, notably higher than their US counterparts (6,392), with locals citing factors for BI such as low rent, free education and a vibrant nightlife.

Ignas Kazlauskas, a 28-year-old who runs a sustainable architecture firm and previously lived in Britain, told BI that Vilnius is holding its own against other European capitals.

Vilnius offers a stark contrast to the hustle and bustle of London, he said – less densely populated, not overrun with tourists, and about half the city is green space.

“The city is pretty laid back, which is nice,” he added, sipping a filter coffee at a trendy Old Town cafe, where other patrons sat reading in the sunny courtyard.

For a capital city, it’s relatively small – about the size of Denver, which means everything is within easy reach.

“You can basically walk around the entire center of Vilnius in half an hour,” Kazlauskas said.

Also nearby are the city’s 90-plus lakes, ideal for kayaking, as well as some of the largest forests in the country. When the weather permits, Kazlauskas flies a hot air balloon as a hobby.

“People are definitely a lot happier when they can spend time outdoors and de-stress from work, relationships or whatever,” he said.

Influx of immigrants

For decades, organized crime and a struggling economy have driven hundreds of thousands of Lithuanians, especially young people, to move abroad. However, many are returning, with Lithuanian returnees accounting for a quarter of all immigrants last year.

Tens of thousands of non-EU immigrants, many from Ukraine and Belarus, are also moving to a transformed Vilnius. Lithuania’s mayor and tourism board want others to follow suit.

Part of their argument is that Vilnius, despite rising housing costs, still remains one of Europe’s most affordable capitals in which to rent.

According to Eurostat, the average monthly rent for a one-bedroom apartment in Vilnius in 2023 was equivalent to $876 – almost half the price of Berlin and about a third of the price of London.

It can be even cheaper for students. Ričardas Pranculis, 20, pays just 65 euros a month, or about $94, for student accommodation.

Even on a student budget, he said he doesn’t struggle to make ends meet. “I love living here,” he added. “Wages have gone up, more young people can work and earn money, so more people can try different hobbies.”

According to an affordability index by personal finance website Finasvalp, Vilnius is the fourth most affordable capital in Europe.

Elizabeth Avgusta, 24, a senior fund accountant from Indonesia who moved to Vilnius four years ago, said her salary goes a long way.

She told BI that it’s easy to find meals for less than 10 euros, or about $11, although the city also offers plenty of upscale dining options, including four Michelin-starred restaurants.

She also said she appreciates how cheap and convenient it is to travel from Vilnius. The airport is only a 15-minute drive from the center and several budget airlines operate from the city. With many European destinations within easy reach, Vilnius is an ideal base.

Avgusta said she is considering a trip to London soon after finding return flights for €30. And her colleague, Adriana Doroškevičiūtė, 23, had just booked a cheap trip to Berlin.

But Doroškevičiūtė says that even when she travels, she finds herself longing for Vilnius.

“Whenever I travel, I always want to come back,” she said, describing Vilnius – her hometown – as a city that is comfortable to live in and full of things to do.

Outside a food hall near Baltasis Tiltas, or the White Bridge, 22-year-old Goda Ponomariovaitė is looking for a place to sit.

The area, a vast green space, is full of young people – music in the skate park, shooting hoops and playing beach volleyball on a patch of fake sand.

On a sunny August day, Venice Beach in LA comes to mind. It’s also all free to use, which is probably why it’s become such a popular hangout for the city’s youth.

According to Ponomariovaitė, Vilnius has a lot of free or affordable meeting places. One of her favorites is a former prison turned into a vibrant cultural center.

It attracts aspiring artists and musicians and regularly hosts free concerts and film screenings.

“We have so many bars and nightclubs,” Ponomariovaitė said.

However, she says what sets Vilnius apart from other cities she’s lived in, like Amsterdam, is how safe it feels.

“It is very safe, especially for women, to be in Vilnius and Lithuania at night,” she said. “If you’re walking, you don’t have to worry about somebody kidnapping you or something.”

On a mid-August evening, young influencers lined up outside trendy restaurants, while bars spilled onto cobblestone streets with businessmen clinking beer glasses. Meanwhile, an older crowd dispersed after attending a free show in the town square.

Vilnius tries to offer something for everyone – or, as the mayor confidently puts it, everything for everyone.

“You can find here everything you need for a high quality of life,” he added, “and that makes the city attractive.”