Published on
December 11, 2025
UN Tourism has launched a groundbreaking investment guide for Lithuania, titled Tourism Doing Business in Lithuania, aimed at showcasing nearly €700 million in tourism projects. This comprehensive guide highlights Lithuania’s strategic vision to position tourism as a key driver of sustainable economic development. The guide outlines the country’s solid institutional framework, advanced digital infrastructure, and growing tourism sectors, including wellness, eco-friendly accommodation, and MICE, creating a fertile ground for long-term investments. By emphasizing Lithuania’s commitment to sustainable growth and innovation, the guide invites global investors to explore high-impact opportunities that align with international best practices in tourism development.
The United Nations Tourism has introduced a comprehensive guide titled Tourism Doing Business: Investing in Lithuania, aimed at showcasing the country as a rising star in the global tourism market. This new publication is designed to attract potential investors, developers, and financial institutions by highlighting Lithuania’s abundant opportunities for sustainable tourism investment. The guide was officially unveiled to Lithuania’s Vice-Minister of the Economy and Innovation, Guoda Burokienė, during her visit to the UN Tourism headquarters in Madrid.
The visit also provided an opportunity for Burokienė and UN Tourism Secretary-General Zurab Pololikashvili to discuss the ongoing collaboration between Lithuania and UN Tourism. The two parties reviewed progress on the 2025–2027 Triennium Action Plan, which focuses on areas such as marketing, education, innovation challenges, technology webinars, and investment promotion. These initiatives are aimed at further positioning Lithuania as a competitive player in the international tourism market, strengthening its appeal to global travelers and investors alike.
A Structured Overview of Lithuania’s Tourism Landscape
The Tourism Doing Business guide offers a well-structured breakdown of Lithuania’s tourism ecosystem, emphasizing key factors that make the country an attractive destination for long-term investment. One of the guide’s central themes is Lithuania’s strong institutional framework, advanced digital infrastructure, and stable policy environment—all of which combine to create favorable conditions for tourism-related investment. These features give investors confidence in the reliability and potential of Lithuania’s tourism market.
Lithuania’s tourism offerings are diverse and include a rich cultural heritage, stunning natural landscapes, wellness tourism, and eco-friendly experiences. These sectors are already seeing growing interest from both regional and international tourists, providing a solid foundation for sustainable tourism development. The guide also underscores the country’s focus on aligning its tourism strategies with sustainability, making it a future-proof investment destination.
Identifying Key Investment Opportunities
The guide goes beyond a general overview, pinpointing concrete investment opportunities in Lithuania’s tourism sector. These opportunities span several emerging and growth sectors, including wellness tourism, rural tourism, meetings, incentives, conferences, and exhibitions (MICE), as well as eco-friendly accommodations. The guide highlights 14 public, private, and mixed-use projects with a total estimated value of up to 692.2 million euros, offering a range of opportunities for investors to engage with both national institutions and local stakeholders.
With projects spread across various regions and sectors, the guide illustrates how investors can support Lithuania’s sustainable tourism ambitions while tapping into a market with enormous growth potential. These projects are poised to benefit from Lithuania’s stable political climate, robust infrastructure, and commitment to environmentally responsible tourism practices.
Lithuania’s Role in Global Tourism Governance
Lithuania’s engagement with UN Tourism goes beyond just investment. The country plays an active role in shaping the future of global tourism policy through its involvement in several key governance bodies within the organization. Lithuania is serving as Vice-President of the General Assembly for 2025, a member of the Executive Council from 2023 to 2027, Vice-Chair of the Commission for Europe during the same period, and a member of the Working Group for the Agenda for Europe from 2025 to 2027.
This high level of participation highlights Lithuania’s commitment to using tourism as a tool for sustainable development and economic growth. It also reinforces the country’s intention to remain an influential player in shaping the global tourism agenda, ensuring that its own tourism strategies are aligned with international best practices.
The “Discover Lithuania” Startup Challenge
Looking ahead, Lithuania is taking further steps to establish itself as a hub for innovation in European tourism. One of the next milestones in the country’s collaboration with UN Tourism is the launch of the Discover Lithuania Startup Challenge. This initiative, set to debut at the International Tourism Forum “Designing Travel – What’s Next in 2026?” in Vilnius on January 29, 2026, aims to identify and foster innovative, tech-driven solutions that can improve the travel experience and promote sustainability.
The Discover Lithuania Startup Challenge reflects the country’s ambition to be more than just a destination for investment. It signals Lithuania’s determination to become a leading force in shaping the future of European tourism by encouraging technological advancements that enhance the travel experience while also promoting sustainable practices. The challenge will bring together entrepreneurs, innovators, and investors, ensuring that Lithuania remains at the cutting edge of the tourism industry.
UN Tourism has unveiled a groundbreaking investment guide for Lithuania, featuring nearly €700 million in tourism projects, emphasizing the country’s vision of sustainable economic growth. The guide highlights Lithuania’s strong infrastructure and diverse tourism sectors, inviting global investors to seize lucrative opportunities aligned with sustainable development.
Lithuania is positioning itself as an attractive destination for sustainable tourism investment, and the Tourism Doing Business guide serves as a comprehensive resource for those interested in tapping into the country’s growth potential. With its solid institutional framework, advanced digital infrastructure, and diverse tourism offerings, Lithuania is ready to capitalize on emerging global travel trends. The launch of the Discover Lithuania Startup Challenge and the country’s active involvement in global tourism governance further cement Lithuania’s role as an investment-ready, forward-thinking destination that will continue to thrive in the competitive global tourism market.
