UN Tourism and Lithuania Strengthen Partnership for Smarter Growth

UN Tourism and Lithuania’s Ministry of the Economy and Innovation have forged a strategic vision for tourism development from 2025 to 2027, focusing on digital transformation, innovation, and investment. This reinforced collaboration will also emphasize governance and destination management to drive sustainable growth.

During an official 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 Pranevičius, and key industry stakeholders. "Lithuania’s leadership in innovation and inclusivity is a model for the region and beyond," Pololikashvili stated, underscoring their shared commitment to a smarter, more competitive tourism sector.

The partnership will expand in key areas, including tourism promotion, influencer-driven events, digital masterclasses, workforce development via the Tourism Online Academy, and the Startup Challenge – Lithuania, which will foster tech-driven tourism solutions. Additionally, efforts will support rural tourism growth and position Lithuania as a leading destination for sustainable investment.

During a high-level address to the Committee on Economics in Parliament, Pololikashvili praised Lithuania’s post-pandemic recovery, digital innovation, and rural tourism initiatives. He also acknowledged Lithuania’s active role in international dialogues, including its contributions to the UN Tourism Executive Council.

At the Future Hospitality and Tourism Forum in Vilnius, he highlighted Lithuania’s growing global visibility and its potential to integrate further into global tourism strategies.