UN Tourism And Lithuania Partner To Boost Innovation And Visibility

UN and Lithuania's Tourism Collaboration

The UN Tourism Organization has partnered with Lithuania's Ministry of the Economy and Innovation to create a shared vision for tourism development in the country from 2025 to 2027. This collaboration aims to improve digital transformation and stimulate innovation and investment within the industry. Furthermore, it will focus on effective governance and destination management to ensure sustainable tourism growth in Lithuania. These plans were discussed during the official visit of UN Tourism Secretary-General Zurab Pololikashvili to Vilnius, where he met with Minister Lukas Savickas, Vice-Minister of Foreign Affairs Julius Pranevičius, various members of parliament, and essential figures in the tourism sector.

“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

During his visit, the Secretary-General delivered a keynote address to the Committee on Economics at the Lithuanian Parliament. He commended Lithuania for its recovery from the pandemic, its leadership in digital innovation, and its dedication to inclusive rural development. Additionally, he acknowledged the country's active participation in international dialogues, especially its role in the UN Tourism Executive Council. At the Future Hospitality and Tourism Forum opening in the capital, the Secretary-General emphasized the importance of boosting Lithuania's global visibility, pointing out opportunities to further integrate the country into worldwide tourism efforts, including UN Tourism initiatives.