UN Tourism Collaborates with Lithuania to Enhance Innovation and Visibility

Vilnius, Lithuania – April 2, 2025 – The United Nations World Tourism Organization (UN Tourism) has officially partnered with Lithuania’s Ministry of the Economy and Innovation to enhance tourism development in the country for the period spanning 2025 to 2027. This collaboration aims to accelerate digital transformation and foster innovation and investment in the tourism sector, alongside improving governance and destination management to support the sustained growth of Lithuanian tourism.

The partnership was formalized during an official visit to Vilnius by UN Tourism Secretary-General Zurab Pololikashvili. His discussions included meetings with Lithuania's Minister of the Economy and Innovation Lukas Savickas, Vice-Minister of Foreign Affairs Julius Pranevičius, members of parliament, and various tourism stakeholders.

“Lithuania has demonstrated remarkable resilience and vision,” remarked Secretary-General Pololikashvili. He emphasized that the country’s commitment to innovation and inclusivity serves as a model for other nations in the region and beyond. "Our cooperation reflects a shared commitment to building a smarter, more sustainable, and competitive tourism sector."

Key Areas of Cooperation

The agreement outlines several key areas for cooperation, including:

  • Tourism Promotion and Destination Marketing: Initiatives will leverage influencer-driven events and masterclasses focused on digital tools to enhance visibility and engagement.

  • Education and Workforce Development: The development of the Tourism Online Academy will support skill-building in the tourism sector.

  • Startup Challenge - Lithuania: This initiative will encourage the development of technological solutions within the tourism industry.

  • Support for New Governance Models: Efforts will be made to improve destination management and promote rural tourism.

  • Investment Guidelines: The collaboration aims to position Lithuania as a prime location for sustainable tourism investment.

Strengthening Lithuania's Global Position

Secretary-General Pololikashvili's visit included a high-level address to the Committee on Economics at the Lithuanian Parliament. In his speech, he praised Lithuania's effective recovery from the pandemic and its pioneering role in digital innovation. He highlighted the country's dedication to inclusive rural development and recognized its active participation in international dialogues, particularly in the UN Tourism Executive Council.

The Secretary-General also opened the Future Hospitality and Tourism Forum in Vilnius, where he underscored the importance of Lithuania enhancing its visibility on the global stage. He identified significant opportunities for Lithuania to integrate further into global tourism strategies, aligning with UN Tourism's objectives.

This partnership marks a significant step in Lithuania's efforts to elevate its status within the global tourism landscape, positioning the nation as a forward-thinking leader committed to sustainable and innovative tourism practices.