Lithuania calls to create global Amber Road to promote tourism

The Amber Road will bear a specific trademark, Raimonda Balnienė, director of Lithuania’s State Tourism Department, has said.

Isabel Garana, Regional Director for Europe at the UN World Tourism Organization (WTO), said in Vilnius on Tuesday that the Amber Road idea could compete on the international tourism market successfully since the countries would cooperate when coming up with thematic services.

“Today we are looking for something that is unique, that is authentic and appealing to come to Lithuania,” Garana said at a news conference.

According to Balnienė, the department would make announcements about events or locations that might be interesting for tourists and that information would be published online.

Twelve European countries, including Russia, Ukraine, Poland and Austria, intend to take part in the Amber Road project. Each country is now assessing the services and routes related with amber.

According to Balnienė, Lithuania can offer unique products, such as apple cheese with amber acid, amber tea, amber liquor or amber SPA.

Representatives of the European Commission (EC) and WTO, tourism executives and amber experts from thirteen countries met in Vilnius on Tuesday to discuss ways to create the global tourist Amber Road, to involve various countries and to develop the proposals appealing to tourists.