UN Tourism Presents 'Tourism Doing Business: Investing in Lithuania' During High-Level Visit to Madrid

UN Tourism has officially launched Tourism Doing Business: Investing in Lithuania, showcasing the country’s growing tourism sector and its strong potential for sustainable, high-value investment. The guidelines were formally presented to the Vice-Minister of the Economy and Innovation of Lithuania, Guoda Burokienė, during her official visit to the UN Tourism headquarters in Madrid.

Strategic Partnership:
Lithuania and UN Tourism reviewed their 2025–2027 Action Plan for Cooperation, focusing on marketing, education, innovation, technology, destination management, and investment promotion.

Lithuania’s Tourism Strengths:
- Solid institutions and advanced digital infrastructure.
- Stable policy environment fostering investor confidence.
- Diverse tourism offerings: cultural heritage, wellness, nature-based experiences, and innovation-driven products.

Investment Opportunities:
- 14 public, private, and mixed projects worth up to €692.2 million.
- Emerging niches include wellness tourism, rural tourism, MICE (Meetings, Incentives, Conferences, Exhibitions), and sustainable accommodation.

Global Recognition:
Lithuania currently holds leadership roles within UN Tourism, including Vice-President of the General Assembly (2025) and Member of the Executive Council (2023–2027).

Future Initiatives:
- Launch of the Startup Challenge “Discover Lithuania” at the International Tourism Forum in Vilnius (January 2026).
- Designed to encourage tech-driven solutions that enhance visitor experience and sustainability.

Why It Matters
This initiative positions Lithuania as a forward-looking tourism destination with strong governance and a welcoming investment climate. It’s a call to global investors to engage with Lithuania’s expanding tourism sector, blending sustainability with innovation.