Lithuania, one of three states located on the eastern shore of the Baltic Sea, a country offering a blend of rich history, unique culture, stunning natural landscapes, national parks, an attractive architecture, medieval castles and much more is strengthening a cooperation withth UN Tourism, the United Nations World Tourism Organization, specialized agency which promotes responsible, sustainable and universally – accessible tourism, headquartered in Madrid, Spain, on various points, among them digital tools, education and rural tourism.
During an official visit to the capital of Lithuania, Vilnius, UN Tourism Secretary - General Zurab Polokihashvili outlined collaborative plans with the Minister od the Economy and Innovation Lukas Savickas, Vice Minister of Foreign Affairs Julius Pranevičius, Parliament members and key tourism stakeholders.
The visit aimed to reinforce Lithuania’s global tourism role featured a high - level address by the Secretary - General of UN Tourism to the Lithuanian Parliament’s Committee of Economics, where he praised Lithuania’s recovery post - pandemic, leadership in digital innovation, and commitment to inclusive rural development and also recognising Lithuania’s active participation in international tourism dialogues, including in role in the UN Tourism Executive Council.
This cooperation apart to accelerate digital transformation also aims to foster innovation and investment in the tourism sector of Lithuania, alongside improving governance and destination management to support the sustained growth of tourism in the Baltic country enhancing its development for the period spanning from 2025 to 2027.
At the Future Hospitality and Tourism Forum in Vilnius, the UN Tourism Secretary General emphasized Lithuania’s growing global visibility and identified opportunities to further integrate the country into’s global strategies, particularly those led by UN Tourism.
UN Tourism and Lithuania agreed to strengthen cooperation in several key areas :
• Tourism Promotion & Destination Marketing - This includes influencer - led events amnd masterclass on digital tools.
• Education and Workforce Development - Initiatives such as the Tourism Online Academy will play a key role.
• Startup Challenge - Lithuania aims to foster tech - driven solutions in the tourism sector.
• New Governance Models for Destination Management - Efforts will focus on enhancing rural tourism.
• Investment Guidelines - Lithuania will position itself as a prime destination for sustainable tourism investments.
The UN Tourism Secretary - General said that Lithuania has demonstrated remarkable resilience and vision, the country’s leadership in innovation and incluvisity sets a strong example for the region and beyond and this cooperation reflects the shared commitment to building a smarter, more sustainable, and more competitive tourism sector.
Link - https://www.travelandtourworld.com/news/article/un-tourism-and-lithuania-strengthen-partn
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