Lithuanians looking for a calm holiday break are increasingly opting for the Latvian coastline, especially now that border checkpoint controls have been completely lifted within the Schengen zone. The flow of tourists to the north is likely to grow. Lithuanian businesses catering for their kinfolk are likely to follow close behind, expecting that coastal Latvia could see the same kind of dramatic development already seen along the much shorter Lithuanian coastline. Businesses that have invested in Palanga say they do not fear the competition, since Latvian beaches are still far behind Lithuanian ones.