UN Tourism and the Ministry of the Economy and Innovation of Lithuania have agreed on a shared vision for tourism development in the country for the period 2025–2027. In addition to accelerating digital transformation, innovation and investments in the sector, the strengthened partnership will also focus on governance and destination management to ensure the continued growth of Lithuanian tourism.
The collaborative plans were set out during an official visit to Vilnius by UN Tourism Secretary-General Zurab Pololikashvili, as he met with Minister of the Economy and Innovation Lukas Savickas, Vice-Minister of Foreign Affairs, Julius Pranevičius, members of parliament, and key tourism stakeholders.
“Lithuania has demonstrated remarkable resilience and vision,” said Secretary-General Pololikashvili. “The country’s leadership in innovation and inclusivity sets a strong example for the region and beyond. Our cooperation reflects the shared commitment to building a smarter, more sustainable, and more competitive tourism sector.”
Driving Smart Tourism Development
In Vilnius, UN Tourism and Lithuania agreed to deepen cooperation in several priority areas:
- Tourism promotion & destination marketing, including an influencer-driven event and masterclasses on digital tools
- Education and workforce development including through the Tourism Online Academy
- Startup Challenge – Lithuania to encourage tech solutions in tourism
- Support new governance models for destination management and enhancing rural tourism
- Investment Guidelines to position Lithuania as a prime destination for sustainable tourism investment
Reinforcing Lithuania’s Global Tourism Role
The Secretary-General’s visit included a high-level address to the Committee on Economics at the Lithuanian Parliament, where he commended Lithuania’s post-pandemic recovery, leadership in digital innovation, and efforts to ensure inclusive rural development. He also acknowledged Lithuania’s proactive participation in international dialogues, including its role in the UN Tourism Executive Council.
Opening the Future Hospitality and Tourism Forum in the capital city, the Secretary-General also emphasized the importance of country’s enhanced visibility on the global stage and identified opportunities to further integrate Lithuania into global tourism strategies, including UN Tourism’s own work.
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