Utena, founded in 1261, is the oldest and largest city in Utena region. Since this is an industrial city, almost all of the most powerful and important industrial companies of the region are clustered here.
Utena is also one of the oldest Lithuanian locations. Currently it is the centre of the district with 33890 citizens. The origins of Utena are related to Narkūnai mounds, mentioned in the letter of the King Mindaugas to the Teutonic Order, written in 1261. According to legends, Duke Utenis had built a wooden castle here and thus locals used his name not only for their city, but also a square, a stadium, a newspaper and a football team. Today Utena is proud of its title as the capital of East Aukštaitija with a golden horseshoe — a symbol of luck — for its coat of arms. The beautiful nature, good tourism development opportunities, rich cultural heritage, old folk art and crafting traditions, as well as the production of AB Utenos trikotažas, AB Utenos alus and other companies promote the name of Utena both in Lithuania and abroad. Utena keeps close ties with Preiļi (Latvia), Chełm (Poland), Třeboň (Czech Republic), Lidköping (Sweden) and Pontinia (Italy), as well as participates at the association Euroregion Country of Lakes, including Lithuanian, Latvian and Belarusian border regions.
Utena Region — Priority Region for Tourism Development in Lithuania
In recent decades the uniqueness of a tourism destination became particularly important, since namely this is what creates the image of a region or an entire country. Utena region is one of the priority regions for tourism development in Lithuania, because this region is full of tourism resources and opportunities for developing sustainable and cultural tourism by preserving the natural and cultural environment. Being exceptionally rich with natural and cultural objects, Utena region has many opportunities for increasing its competitiveness, i.e. creating its brand as a tourist destination and attracting more tourists.
Tourism is an important factor for many European regions and their development, including Utena region. The need to increase their attractiveness encourages more and more regions to engage in sustainable and environmental-friendly activity. Utena region is no exception, focusing on sustainable tourism as means of preserving and improving the natural and cultural heritage — from arts to traditional crafts or biodiversity preservation. Tourism development has a positive effect on creating new employment opportunities and economic development.
Tourism is also the activity, which involves various interested parties on a number of levels, since they directly or indirectly influence tourism development. Sustainable tourism development requires a dialogue and partnership between the participants of the tourism sector. Public authorities, business and non-profit organisations organising their activity should consider the ways this activity could influence the environment, people, the society and culture. Efficient tourism development and management is the basis, which determines the use of the means of sustainable development in order to increase tourism’s positive outcome, at the same time reducing the negative aspects. Inappropriate planning and management may be harmful and vice versa — appropriate procedures are the basis for economic and social well-being.
The association, uniting the entire sector — representatives of business, non-profit organisations and authorities — and operating using “bottom-up” strategies is the ideal tool for developing tourism in Utena region. This association is Utena Region Local Action Group.