UN Tourism launches investment guide for Lithuania in Madrid

International

New publication highlights Lithuania’s tourism potential and nearly €700 million in investment opportunities during a high-level visit to UN Tourism headquarters

UN Tourism has officially presented Tourism Doing Business: Investing in Lithuania, a new set of guidelines showcasing Lithuania’s growing tourism sector and its appeal for sustainable, high-value investment. The publication was formally handed over to Lithuania’s Vice-Minister of the Economy and Innovation, Guoda Burokienė, during her official visit to UN Tourism headquarters in Madrid.

The presentation took place alongside high-level discussions with UN Tourism Secretary-General Zurab Pololikashvili, who also reviewed progress under the Action Plan for Cooperation for the 2025–2027 triennium. The plan focuses on shared priorities including marketing and promotion, education and internships, innovation challenges, technology-focused webinars, destination management and investment promotion.

Tourism as a pillar of national development

“Tourism is a powerful driver of inclusive and sustainable growth, and Lithuania has made remarkable progress in positioning the sector as a pillar of national development,” said Secretary-General Pololikashvili. “At a time when investors seek stable and forward-looking destinations, Lithuania stands out for its strategic governance and open investment climate. This publication highlights the country’s growing opportunities, and I invite the global tourism community to explore them as we work together toward a more sustainable and competitive future for the sector.”

Lithuania’s tourism potential in focus

Tourism Doing Business: Investing in Lithuania provides a comprehensive overview of the country’s tourism landscape. It highlights how strong institutions, advanced digital infrastructure and a stable policy environment have laid the groundwork for long-term, sustainable investment. The guide also presents Lithuania’s diverse tourism offer, ranging from cultural heritage and wellness to nature-based experiences and innovation-driven products that appeal to both regional and international visitors.

The final chapter identifies concrete investment opportunities across the country. These include emerging niches such as wellness tourism, rural tourism, MICE and sustainable accommodation. In total, the publication features 14 public, private and mixed projects with a combined potential value of up to €692.2 million, serving as a direct call to action for investors to engage with national institutions.

Strong partnership with UN Tourism

Lithuania is an active Member of UN Tourism and plays a significant role in the organisation’s governance and strategic direction. The country currently serves as Vice-President of the General Assembly in 2025, is a Member of the Executive Council for the 2023–2027 term, Vice-Chair of the Commission for Europe for 2023–2027 and a Member of the Working Group for the Agenda for Europe for 2025–2027. This level of engagement reflects Lithuania’s commitment to tourism as a driver of sustainable development and innovation.

Vice-Minister Burokienė welcomed the publication, stating: “Lithuania is honored to see our tourism sector recognized by UN Tourism as a pillar of sustainable growth and innovation. The Tourism Doing Business: Investing in Lithuania guidelines showcase not only our diverse cultural and natural heritage, but also our readiness to welcome responsible investment that strengthens communities and creates long-term value.”

“With projects worth nearly €700 million, Lithuania is opening new doors for investors who share our vision of sustainability and innovation. We warmly invite the global tourism community to partner with us in building a competitive, resilient, and inspiring tourism sector for the future,” she added.

Next steps: innovation and startups

Looking ahead, Lithuania and UN Tourism plan to deepen their cooperation with the launch of the Startup Challenge Discover Lithuania. The initiative will be unveiled during the International Tourism Forum Designing Travel – What’s Next in 2026?, taking place in Vilnius on 29 January 2026. The challenge aims to encourage bold, technology-driven solutions that enhance the visitor experience while strengthening sustainability and competitiveness across the tourism sector.