The growth and dynamism of tourism and the increasing number of people working in the sector have made it one of the world’s leading economic sectors today. Vilnius has been ranked one of the top 100 cities in the world by Euromonitor International, a global market research company. Increasing the green economic efficiency of a city is a necessary response to environmental constraints and changes in the economic development regime (Chen et al. [1]). The designation of Vilnius as the European Green Capital has significant implications at both local and international scales. At local levels, this recognition is a motivator for sustainable development and environmental initiatives in the city. It encourages local authorities, businesses and citizens to prioritize environmental sustainability, reduce carbon footprints and improve green spaces and infrastructure. This focus on sustainability not only improves the quality of life of residents but also contributes to the long-term health and resilience of urban ecosystems. The title of European Green Capital raises Vilnius’ profile internationally as a forward-thinking and environmentally friendly city. It positions Vilnius as a leader in sustainable urban development and green innovation, attracting the attention of policy makers, urban planners and sustainability experts across Europe and beyond. This recognition can increase opportunities for international cooperation, partnerships and funding for sustainable projects. It also increases the attractiveness of Vilnius as a tourist destination for green travelers, who prefer cities that are committed to the environment and sustainability.