The World Tourism Organization presents the first Lithuanian tourism investment guide
The United Nations World Tourism Organization (UNWTO) has presented in Madrid new publication entitled Tourism Business: Investing in Lithuania, which identifies Lithuania as one of the most promising European destinations for sustainable investment in the tourism sector. This publication is the first international document of its kind to provide such a comprehensive overview of Lithuania's tourism ecosystem, its current state and its future potential, and to encourage foreign investors to consider investing in Lithuania.
'We are proud that UNWTO experts have recognised Lithuania's potential and selected investment projects submitted by municipalities that could attract foreign investment. The publication presents not only Lithuania's tourism potential, but also emphasises its readiness to accept investments that will strengthen the country's regions and communities, creating long-term value. With projects worth almost €700 million, Lithuania is opening new doors to investors attracted by our country's vision of sustainability, innovation and tourism development. We invite the global tourism community to work with us to create a competitive and resilient tourism sector," says Guoda Burokienė, Vice Minister of the Economy and Innovation.
'Tourism is a powerful engine for inclusive and sustainable growth,' says WTO Secretary-General Zurab Pololikashvili. 'Lithuania has made great progress in prioritising this sector. At a time when investors are looking for stable and promising locations, Lithuania stands out for its open investment environment. This publication invites investment in Lithuania and highlights the country's growing opportunities. I invite the global tourism community to take advantage of them.'
The publication Tourism Business: Investing in Lithuania is available free of charge in both digital and printed versions, making it accessible to anyone interested. Providing a detailed overview of Lithuania's dynamic tourism sector, it highlights how the country's institutions, advanced digital infrastructure and stable political environment have created a solid foundation for investors seeking long-term, sustainable opportunities. It also presents tourism products and experiences that emphasise natural and cultural heritage, health, active tourism, business tourism, and other types of tourism.
It reviews 14 public, private and mixed projects submitted by municipalities and selected by experts, with a total potential value of up to €692.2 million. The selected tourism projects, such as the Nuclear Energy Tourism Centre, the Wave Park, the conversion of manors, water towers, kurghauses and monasteries for tourism purposes, and the construction of sustainable hotels, wellness centres and active leisure centres, are expected to attract investors.
The investment guide was published with WTO funding as part of the EIMIN and WTO action plan signed in April 2025. Lithuania is an active and valued member of the WTO, contributing significantly to the organisation's management and strategic direction. It currently holds the position of Vice-President of the General Assembly (2025) and is a member of the Executive Council (2023–2027), the European Regional Commission's Vice-Chair (2023–2027) and the European Tourism Agenda Working Group (2025–2027). This level of commitment reflects Lithuania's desire to promote tourism as a driving force for sustainable development and innovation.