SHERIDAN, WYOMING – April 19, 2025 - Strengthening a Vision for Smarter, Sustainable Tourism
Vilnius hosts milestone partnership event
UN Tourism and the Ministry of the Economy and Innovation of Lithuania have launched a new collaboration to guide the future of tourism in Lithuania from 2025 to 2027. This ambitious partnership was unveiled during the official visit of UN Tourism Secretary-General Zurab Pololikashvili to Vilnius, where he met with key government and industry leaders.
"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
A strategic roadmap for transformation
At the heart of this strengthened alliance is a focus on innovation, governance, and global competitiveness. UN Tourism and Lithuania committed to a multi-pronged action plan:
- Tourism promotion & destination marketing: Initiatives include influencer-driven events and hands-on masterclasses on the latest digital tools.
- Education and workforce development: Leveraging platforms like the Tourism Online Academy to enhance professional skills.
- Startup Challenge – Lithuania: A platform to spotlight and support tech-based tourism solutions.
- Governance and rural tourism enhancement: New models to empower destination management and drive rural inclusivity.
- Investment Guidelines: Strategic resources to position Lithuania as a top choice for sustainable tourism investment.
Reinforcing Lithuania’s Global Tourism Role
Positioning Lithuania on the international stage
The visit also featured a keynote address by Secretary-General Pololikashvili to the Committee on Economics at the Lithuanian Parliament. There, he praised Lithuania’s dynamic recovery from the pandemic, digital transformation efforts, and dedication to inclusive rural development. He also highlighted Lithuania’s active role in shaping global tourism policy through the UN Tourism Executive Council.
At the Future Hospitality and Tourism Forum in Vilnius, the Secretary-General stressed the importance of elevating Lithuania’s visibility in global tourism and aligning national goals with broader UN Tourism strategies.
Learn more about UN Tourism at unwto.org.