Lithuania Unveils Tourism Investment Opportunities with “Tourism Doing Business” Report from UN Tourism

Published on December 11, 2025

UN Tourism (World Tourism Organization) officially presented its new publication, “Tourism Doing Business: Investing in Lithuania,” during a high-level meeting at the UN Tourism headquarters in Madrid on December 9, 2025. The report showcases Lithuania’s growing tourism sector and highlights numerous investment opportunities to improve the country’s tourism infrastructure. With this effort, Lithuania aims to be a progressive, sustainable tourism destination, inviting global investors to engage with its thriving market. The announcement occurred during a meeting with Guoda Burokienė, Vice-Minister of the Economy and Innovation of Lithuania, and Zurab Pololikashvili, Secretary-General of UN Tourism. This marks an important step in building international cooperation and encouraging investment in Lithuania’s tourism sector, which is vital for the nation’s economic growth.

Lithuania’s Growing Potential as a Tourism Investment Hub

The publication, “Tourism Doing Business: Investing in Lithuania”, provides a detailed overview of the tourism landscape in Lithuania, emphasizing its strengths as an emerging destination for sustainable investment. The report underscores the country’s robust infrastructure, advanced digital capabilities, and stable policy environment, which create an attractive climate for investors.

Lithuania’s tourism sector spans a broad range of opportunities, from cultural tourism to wellness and nature-based experiences. The report highlights the growing interest in the country’s distinctive cultural heritage, including its UNESCO World Heritage sites and vibrant art scene. It also features emerging sectors like wellness tourism, rural tourism, and MICE (Meetings, Incentives, Conferences, and Exhibitions), which have become key focal points for development.

The publication also introduces 14 key investment projects, including both public and private initiatives, with a total estimated value of €692.2 million. These projects range from luxury accommodation and wellness resorts to conference facilities and sustainable tourism operations, offering a comprehensive suite of opportunities for global investors.

A Strong Foundation for Sustainable Growth

Lithuania’s tourism strategy emphasizes sustainability, with a focus on protecting natural resources while fostering economic development. The country has implemented numerous initiatives to promote environmentally responsible tourism, aligning with global trends towards eco-tourism and sustainable travel.

The “Tourism Doing Business” report highlights Lithuania’s commitment to biodiversity, cultural preservation, and climate-conscious practices, ensuring that future growth in the sector remains responsible and sustainable. This forward-thinking approach is designed to attract investors who are looking for opportunities that balance profitability with social and environmental responsibility.

Lithuania’s Role in UN Tourism and Global Development

Lithuania’s active participation in the UN Tourism organization underscores its dedication to promoting responsible and inclusive tourism. The country currently holds several significant positions within the organization, including serving as Vice-President of the General Assembly (2025) and as a member of the Executive Council (2023–2027). Lithuania is also a member of the Commission for Europe (2023–2027) and the Working Group for the Agenda for Europe (2025–2027), further cementing its role in shaping global tourism policy.

By integrating sustainability with innovation and cultural authenticity, Lithuania aims to attract high-value tourists and investors from around the world. The country’s growing tourism market offers multifaceted opportunities, including urban development in cities like Vilnius and Kaunas, alongside nature-based projects in rural areas.

The Launch of “Discover Lithuania” Startup Challenge

In addition to the report’s release, UN Tourism and Lithuania are collaborating on the “Discover Lithuania” Startup Challenge, set to be launched during the International Tourism Forum: “Designing Travel – What’s Next in 2026?” in Vilnius on January 29, 2026. The challenge will focus on technology-driven solutions to enhance the visitor experience while supporting sustainable tourism development. This initiative is expected to foster innovation and encourage bold, tech-driven solutions for the future of the tourism industry in Lithuania and beyond.

Why Lithuania Matters for Global Tourism Investment

Lithuania’s investment in sustainable tourism is making it an increasingly attractive destination for investors seeking to capitalize on the growing global demand for responsible and culturally immersive travel experiences. The country’s emphasis on biodiversity conservation, eco-friendly accommodation, and cultural tourism ensures that it will remain a prominent player in the European tourism market.

As the country continues to expand its tourism infrastructure and attract investment, Lithuania is setting an example for other nations looking to integrate sustainability and innovation into their tourism strategies.

Conclusion: A New Era for Tourism in Lithuania

With the release of “Tourism Doing Business: Investing in Lithuania,” UN Tourism has offered a detailed guide for investors interested in Lithuania’s growing tourism sector. The €692.2 million in investment opportunities featured in the report shows the country’s increasing potential as a top tourism destination in Europe and beyond. As Lithuania works to lead in sustainable tourism, it remains open to partnering with global players to support long-term growth in the sector.