Lithuania is a Member of  the UNWTO Executive Council (2023 - 2027)

Lithuania has presented its candidature for the Chairmanship of the Executive Council for 2024

Digital Transformation of the Tourism Industry

(Match:  Lithuania recognizes the need for digital transformation in the tourism industry to enhance competitiveness and become a leading destination in the region.)

• Lithuania has developed an e-visitor system, an information system with the aim of simplifying the process of tourist check-in and check-out and the control of tourist tax payments. Provided data allows tracing tourist movements almost in real-time, with a lag of 24 hours at the most, under one or more criteria such as the length of the visit, location, gender, age, country or place of residence, and other, what enables the system of tourist boards to implement active marketing policy, and provide the public with current data on the movement of tourists
• Possibility of the opening of an Innovation Hub in Lithuania, considering its strong interest in developing the startup ecosystem.
  • Lithuania's startup scene is dominated by startups of business management systems, financial technologies, and health, as well as logistics, mobility, and game industry companies. Reaching 4th place on the Global Fintech Index 2020, Lithuania is becoming one of the European leading Fintech hubs.
• Organization of Masterclasses focused on digital skills, such as Amadeus (Better data analysis for better decision-making).
• Potential to collaborate on the advancement of SDGs (Sustainable Development Goals) through innovation.
• Increase involvement in the UNWTO Start-up Competitions 

Branding, Marketing, and Promotion

(Match: Improving the image and awareness of Lithuania as an attractive country for tourism, can be achieved by effective marketing and communication measures)

• Support the promotion of Lithuania through the organization of a Google Masterclass on improving the promotion of destinations through Google & use of Google analytics.
• UNWTO.Academy: Organization of dedicated trainings on efficient promotion and marketing of destinations for destinations officials / Assist destinations on the development of marketing & promotion strategy of destinations.
• Promotion of the most successful stories in tourism of Lithuania through the UNWTO’s platforms.

Attraction of foreign investment

(Match: To improve the development of tourism infrastructure and the quality of services Lithuania needs to increase investments in the tourism sector)

• UNWTO can assist Lithuania in developing master plans for different regions of the country to ensure sustainable and strategic tourism development.
• Access to Investment Platforms: UNWTO members can have limited access to world-class digital investment platforms provided by UNWTO and fDi intelligence from the Financial Times.

Education & Training for Tourism Excellence

(Match: Skills of the tourism workforce, along with the creation of jobs in tourism, is one of the main parts of work towards upgrading the quality of the tourism offer and the tourism services.)

• Support through the UNWTO.Academy: UNWTO can support Lithuania with tourism educational programs and tailored-made trainings.
  • Possibility to open an International Center with the UNWTO.Academy
• Training: Explore the possibility of organizing tailored-made trainings on the elaboration of a tourism strategy and development of tourism products.

Tourism Strategy

Since the Lithuanian tourism development program for the period of 2014 – 2020 has expired, the decision has been made, that the sectoral strategies will no longer be prepared in Lithuania.

The tourism strategy is becoming an integral part of the Economic Transformation and Competitiveness Development Program, which is currently being prepared. This document will envisage the development of the Lithuanian economy for the period until 2030 and will pursue the objectives set out in the National Progress Plan.

This program aims to increase the competitiveness of the Lithuanian tourism sector. Measures are planned to address issues related to the areas of regulation of other ministries: accessibility issues, improving the image of Lithuania as an attractive country for tourism, improving human resources competencies in the tourism sector, investing in infrastructure important for tourism, adapting it to people with disabilities and special needs. improving the quality of tourism services through innovation and more.

Source: eimin.lrv.lt