Lithuania will host the most significant tourism forum in the Baltic region: what will 2026 bring?
In recent years, the world of travel has been changing faster than ever before: artificial intelligence, data-driven decision-making, rapidly evolving technologies, and new traveler values are reshaping the entire reality of tourism. In this context, Lithuania is taking an important step: on 29 January 2026, Vilnius will host, for the first time, the international tourism forum “Designing Travel – What’s Next in 2026?”, bringing together Europe’s leaders in tourism, policy, and industry innovation.
The event is organized by the Ministry of the Economy and Innovation, the national tourism development agency “Lithuania Travel”, and Litexpo. According to Guoda Burokienė, Vice-Minister of the Economy and Innovation, the forum is an important opportunity for Lithuania to position itself at the center of Europe’s tourism discussions.
“This forum is an important platform for Lithuania, providing the opportunity to assess global tourism sector developments in a timely manner and proactively prepare for new challenges. The tourism industry is changing rapidly – from digitalisation and sustainability requirements to evolving traveler expectations. Therefore, it is essential for us to understand the broader European context, take part in discussions, and implement innovations that will strengthen the country’s competitiveness in the tourism market,” says Guoda Burokienė, Vice-Minister of the Economy and Innovation.
At the forum, international experts will invite participants to view the tourism forecasts for 2026 not as an abstract collection of trends, but as very real solutions already shaping how we will travel next year.
“Travelers are increasingly choosing not just a destination, but an experience. Travel planning is changing, evaluation criteria are changing, even the very relationship with holidays is shifting. And the tourism sector must not only adapt to these changes but also help shape them. This forum is an opportunity not only to hear insights from global experts and learn about the trends of the coming year, but also to gain practical, actionable knowledge for daily work. Equally important is that top-level tourism professionals from Lithuania and across Europe will meet in one place – creating connections that often inspire new ideas and solutions,” says Olga Gončarova, Director of the national tourism development agency Lithuania Travel.
The forum is intended for professionals in the tourism and hospitality sectors – from leaders of tourism organizations and accommodation providers to representatives of travel technology, conferences, events, and the academic community.
From data to emotion: what will shape travel?
The forum will explore how artificial intelligence (AI) is transforming travel planning and marketing, how data helps better understand traveler intentions, and why personalization is becoming more important than ever. Alongside AI topics, global payment trends in the tourism sector will also be presented – from the digital euro to cryptocurrencies. Discussions will address the changing standards of hotel services, including the new Michelin key rating system, as well as other emerging directions, such as the growing popularity of travel to cooler-climate destinations.
These shifts directly influence traveler behavior itself. Increasingly, people choose their trips based on what truly matters to them – their interests, values, and the experiences they seek. A traveler’s lifestyle, the desire for a trip to reflect their identity, and the search for places that feel personally meaningful are becoming ever more important.
Vilnius is set to welcome top-level tourism experts. The forum will feature insights from representatives of the World Tourism Organization, the OECD Tourism Committee, the International Congress and Convention Association, organizations promoting off-season travel, as well as the global tourism and sports research agency GSIQ.
The event will conclude with Lithuania’s national tourism awards, “Turizmo sėkmingiausieji,” (“The Most Successful in Tourism Awards”) which annually recognizes the most remarkable and impactful tourism initiatives.
The forum will take place on 29 January 2026 at the Litexpo centre in Vilnius.
Participation fee: €100.
Programme and registration: www.designingtravel.lt