“The International Tourism Forum is a platform where decisions shaping the future direction of European tourism are formed. Artificial intelligence and data-driven solutions are already strengthening Lithuania’s tourism competitiveness, as demonstrated by tangible results: last year, the spending of additional tourists attracted generated €6.7 million for the national economy. This is why we are consistently strengthening partnerships with business, municipalities and international experts to achieve even greater growth in the tourism sector,” says Minister of the Economy and Innovation Edvinas Grikšas.
During the forum, which will be attended by representatives from 18 European countries, discussions will explore how technology is transforming travel planning, tourism service design and visitor experiences, as well as how countries and regions can strategically prepare for changing traveler expectations and habits.
The International Association of Events and Conferences will present an analysis on the importance of business events for national economies. The Organisation for Economic Co-operation and Development (OECD) will introduce next-generation tourism policy approaches, while banking sector representatives will discuss smart payments – from the digital euro to cryptocurrencies – and how real-time financial data helps analyze tourist flows, spending and support regional development.
Croatia will share its experience with the e-Tourist system, Malta will present an AI-based tourism research system, Spain will showcase solutions for distributing tourist flows across regions, and Amadeus will introduce new tools being launched to the market this year.
During the forum, awards will be presented to five Lithuanian municipalities recognized in the Best Tourism Villages competition, and the “Most Successful Lithuanian Tourism Project 2025” awards ceremony will take place, honoring the most innovative and impactful tourism projects in the country.
In 2025, international tourist arrivals worldwide increased by 4% to 1.52 billion, reflecting a return to pre-pandemic growth trends and sustained strong global travel demand.
The International Tourism Forum “Designing Travel – What’s Next in 2026?” is organized by the Ministry of the Economy and Innovation, Keliauk Lietuvoje, and Litexpo. The forum will mark the start of the tourism events season, ahead of the international tourism and leisure exhibition ADVENTUR 2026, which opens in the capital on January 30.
