The final project event brought together more than 100 participants from Lithuania and Latvia
On December 2, the modern „Suncity Hotel“ in Šiauliai hosted the final event of the project “Capacity building of public sector professionals to improve the quality of provided services in local and regional authorities of Siauliai and Bauska regions,” No. LL-00141, arch. “Quality under Control”, bringing together more than 100 tourism and public sector specialists from Lithuania and Latvia. Throughout the two years of the project, we worked to improve the quality of services provided, so the main theme of this event was “Improving the quality of services provided by the public tourism sector in Lithuania and Latvia.” Throughout the day, participants listened to informative presentations on the quality of tourism services, regional cooperation, changing traveler habits, and effective communication. There were also discussions about new opportunities and challenges in the tourism sector, and the project implementers shared their experiences with an Etaplius journalist, who prepared a detailed report on the project. TV report (Lithuanian language) can be viewed here
Travel trends and expert insights
The event presented travel trends and tourist expectations. “Travelers are increasingly choosing quiet, authentic places and seeking a genuine connection with the local culture. This is particularly evident in Generation Z, which is setting a new tone and pace for travel,” noted Jolanta Masiulienė, Head of Marketing and Communications at „Keliauk Lietuvoje“. She emphasized that climate change and overcrowded traditional tourist destinations are opening up new opportunities for Lithuanian regions that can offer a quieter and cooler travel experience. Communications specialist Olegas Volkovas called for the creation of warm and unique stories that leave an impression and encourage travelers to embark on their own adventure-filled journeys. These insights provide a clearer direction for regional tourism marketing and help adapt to changing traveler behavior.
Service quality and standards
One of the most important highlights of the event was the presentation of the main result of the project – a new tourism service quality standard. One of the organizers of the event, Latvian tourism expert Liga Orupa, emphasized: “Quality is created from many small details. This standard is a set of practical recommendations that help to ensure higher quality, more consistent, and visitor-friendly service.” The results of the international project “Quality Under Control” (LL-00141) were also reviewed during the event: a two-year activity report on improving the quality of services provided by tourism institutions in the city of Šiauliai and the municipality of Bauska was presented. The measures implemented contributed to improving employee qualifications, increasing motivation, and closer inter-institutional cooperation.
Cooperation between Lithuania and Latvia
The final project event also featured examples of good practice in close and targeted cooperation between the two countries. The program highlighted tourism partnership projects and joint initiatives between northern Lithuania and Latvia, including the international cultural route “Baltic Way,” the travel campaign “Get to Know Your Neighbors in Zemgale,” and the cultural discovery routes “Sun Road.” These projects not only strengthen the partnership between the border regions of Lithuania and Latvia, but also increase the visibility of the Šiauliai region.
Participants and conclusion of the forum
The forum was attended by more than 100 specialists from various institutions – representatives of the culture and tourism sectors, public sector employees, and tourism information centers from all over Lithuania and Latvia. The guests actively participated in discussions and shared their experiences and ideas. After the main part of the event, participants had the opportunity to visit the new Suncity Hotel and learn about the services it offers.
