Tourexpi
UN Tourism and Lithuania Partner to Boost Innovation and Visibility
In
addition to accelerating digital transformation, innovation and investments in
the sector, the strengthened partnership will also focus on governance and
destination management to ensure the continued growth of Lithuanian tourism.
The
collaborative plans were set out during an official visit to Vilnius by UN
Tourism Secretary-General Zurab Pololikashvili, as he met with Minister of the
Economy and Innovation Lukas Savickas, Vice-Minister of Foreign Affairs, Julius
Pranevičius, members of parliament, and key tourism stakeholders.
“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
In
Vilnius, UN Tourism and Lithuania agreed to deepen cooperation in several
priority areas:
·
Tourism promotion & destination
marketing, including an influencer-driven event and masterclasses on digital
tools
·
Education and workforce development including
through the Tourism Online Academy
·
Startup Challenge – Lithuania to
encourage tech solutions in tourism
·
Support new governance models for
destination management and enhancing rural tourism
·
Investment Guidelines to position
Lithuania as a prime destination for sustainable tourism investment
·
Reinforcing Lithuania's Global Tourism
Role
The
Secretary-General's visit included a high-level address to the Committee on
Economics at the Lithuanian Parliament, where he commended Lithuania's
post-pandemic recovery, leadership in digital innovation, and efforts to ensure
inclusive rural development. He also acknowledged Lithuania's proactive
participation in international dialogues, including its role in the UN Tourism
Executive Council.
Opening
the Future Hospitality and Tourism Forum in the capital city, the
Secretary-General also emphasized the importance of country's enhanced
visibility on the global stage and identified opportunities to further
integrate Lithuania into global tourism strategies, including UN Tourism's own
work.
Image Credit: © UN Tourism
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