Lithuania Presented to the Swiss Tourism Market
On September 24, the Embassy of the Republic of Lithuania to the Swiss Confederation hosted a tourism presentation event titled "Lithuania: Unexpected. Authentic. Inspiring," bringing together representatives from the tourism industry, the media, and the Lithuanian diaspora. The event aimed to showcase Lithuania as an authentic, sustainable, and increasingly discovered European travel destination, as well as to raise the country's profile in Switzerland.
The gathering focused on Lithuania’s tourism potential, new opportunities for cooperation, and the country’s growing visibility in international markets. The discussions facilitated the establishment of new professional contacts and the sharing of insights regarding Lithuania’s prospects as a travel destination. Welcoming the event participants, Irena Urbutytė-Pranckevičienė, Minister Plenipotentiary at the Embassy of the Republic of Lithuania to the Swiss Confederation, emphasized the importance of tourism in strengthening ties between Lithuania and Switzerland: "We want as many Swiss people as possible to discover Lithuania—its history, culture, and nature, as well as the modern, innovative Lithuania. This event is a wonderful opportunity not only to showcase our country and promote tourism but also to strengthen connections with the Lithuanian community in Switzerland, which serves as a link between the two nations. It is symbolic that this event is taking place on the eve of World Tourism Day," said Irena Urbutytė-Pranckevičienė.
The participants were also welcomed by Lidija Bajarūnienė, Advisor to the Tourism and Resort Development Division at the Ministry of the Economy and Innovation of the Republic of Lithuania and Vice-President of the European Travel Commission. "People travel for various reasons, but I believe that we truly travel to forge connections—with other people, with new places, and ultimately with ourselves. A journey becomes meaningful when we not only see a place but truly experience it," said Lidija Bajarūnienė. Representatives from the national tourism promotion agency "Lithuania Travel" (Keliauk Lietuvoje) presented Lithuania’s tourism potential, the latest tourism products, and experiences offered to travelers. The presentations highlighted what makes Lithuania unique: the UNESCO-listed Vilnius Old Town, Kaunas’s cultural heritage, the Curonian Spit, thousands of lakes and forests, authentic cultural experiences, and opportunities for sustainable tourism.
During the event, "Lithuania Tourism Ambassador" badges were awarded. The first recipient was Nelija Mišeikienė, a Lithuanian living in Switzerland, recognized for developing the "Cool Lithuanian Summer" tourism initiative for families and for her active contribution to showcasing Lithuania to an international audience. Jūratė Caspersen, Chair of the Lithuanian Community in Switzerland, was also honored for her achievements in uniting the Lithuanian diaspora. Ferris Bühler, President of the Swiss Travel Communicators, was awarded the badge for his genuine and long-standing promotion of Lithuania spanning nearly two decades.
Following the official part of the event, guests mingled, discussed potential cooperation initiatives, and took part in a quiz about Lithuania. Participants who demonstrated the most engagement and knowledge received special prizes. It is hoped that the event will become a tradition and help foster new partnerships between representatives of the Lithuanian and Swiss tourism sectors.
