Collaborative Plans for Tourism Development in Lithuania
The United Nations World Tourism Organization (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 2025β2027. The collaborative plans aim to accelerate digital transformation, innovation, and investments in the sector, while focusing on governance and destination management to ensure the continued growth of Lithuanian tourism. Key areas of focus include:
- Tourism promotion and destination marketing, including an influencer-driven event and masterclasses on digital tools
- Education and workforce development, including through the Tourism Online Academy
- Startup Challenge β 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
Raising Lithuania’s Global Tourism Profile
During a high-level visit to Vilnius, UN Tourism Secretary-General Zurab Pololikashvili met with Minister of the Economy and Innovation Lukas Savickas, Vice-Minister of Foreign Affairs Julius PraneviΔius, and key tourism stakeholders to discuss the collaborative plans. Some key highlights of the visit include:
| Secretary-General’s Address to the Committee on Economics | Lithuania’s post-pandemic recovery, leadership in digital innovation, and efforts to ensure inclusive rural development were commended |
| Opening the Future Hospitality and Tourism Forum | The Secretary-General emphasized the importance of Lithuania’s enhanced visibility on the global stage and identified opportunities to integrate Lithuania into global tourism strategies |
About UN Tourism
The World Tourism Organization (UN Tourism) is the United Nations agency responsible for promoting responsible, sustainable, and universally accessible tourism. As the leading international organization in the field of tourism:
*Promotes tourism as a driver of economic growth, inclusive development, and environmental sustainability*
*Offers leadership and support to the sector in advancing knowledge and tourism policies worldwide*
*Advocates the value of tourism as a driver of socio-economic growth and development, and its inclusion as a priority in national and international policies*
Key Priorities
UN Tourism’s priorities include:
- Mainstreaming tourism in the global agenda
- Promoting sustainable tourism development
- Fostering knowledge, education, and capacity building
- Improving tourism competitiveness
- Advancing tourism’s contribution to poverty reduction and development
- Building partnerships
Our Structure
UN Tourism is an intergovernmental organization with 160 Member States, 6 Associate Members, 2 Observers, and over 500 Affiliate Members.
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