News | Lithuania Teams Up with UN Tourism to Boost Innovation and Attract More Visitors

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Vilnius, Lithuania – Lithuania is poised to enhance its appeal as a travel destination through a new partnership with UN Tourism (formerly the World Tourism Organization). The collaboration, announced on April 2nd, 2025, aims to invigorate the country's tourism sector over the next three years.

The Ministry of the Economy and Innovation of Lithuania has joined forces with the global tourism body to implement a shared vision for tourism development between 2025 and 2027. The plan will concentrate on key areas including digital transformation, innovative tourism offerings, and increased investment in the industry. Furthermore, the partnership will emphasize effective governance and sustainable destination management to ensure the long-term growth of Lithuanian tourism (UN Tourism Press Release, 2025).

The agreement was formalized during an official visit to Vilnius by UN Tourism Secretary-General Zurab Pololikashvili. During his visit, Secretary-General Pololikashvili met with prominent Lithuanian officials such as Minister of the Economy and Innovation Lukas Savickas and Vice-Minister of Foreign Affairs Julius Pranevičius, alongside other key stakeholders in the nation's tourism industry.

"[Lithuania] has demonstrated remarkable resilience and vision," stated 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" (UN Tourism Press Release, 2025).

Lithuania has been progressively gaining recognition for its distinctive combination of historical significance, natural beauty, and a dynamic contemporary culture. This new alliance with UN Tourism underscores Lithuania's commitment to further developing its tourism sector.

For travellers, this development could lead to more enriched and user-friendly experiences when visiting Lithuania. This might include improved digital resources, creative approaches to exploring landmarks such as the Hill of Crosses and the captivating Vilnius Old Town, and potentially new eco-conscious tourism initiatives promoting responsible travel throughout the country.

This partnership represents a significant step forward for Lithuanian tourism and could serve as a model for other countries seeking to revitalize and future-proof their travel industries. Lithuania appears set to become an even more prominent destination on the global travel landscape.