VILNIUS TECH “LinkMenų fabrikas” is part of a Erasmus+ project called UPLIFT – “Unlocking the Potential of Immersive Literary and Film Tourism”. The project focuses on helping students, teachers, and professionals in the tourism sector learn how to use digital technologies such as virtual reality (VR), augmented reality (AR), and artificial intelligence (AI) in their daily work and training.

 

 

The tourism industry in Europe is changing. Visitors are looking for more engaging and meaningful experiences, especially when visiting places connected to books, films, or television series. The UPLIFT project supports this shift by teaching people how to use digital tools to tell stories and create interactive experiences for tourists.

 

 

UPLIFT is part of the Erasmus+ programme and brings together a team of six partner organisations from across Europe. The project is coordinated by the University of Akureyri in Iceland. Other partners include the Technological University of the Shannon: Midlands Midwest (TUS) in Ireland, Vilnius Gediminas Technical University in Lithuania, Vocational College for Hospitality and Tourism Maribor (Višja strokovna šola za gostinstvo in turizem Maribor) in Slovenia, Feltech Software Innovations Ltd in Ireland, and the European E-learning Institute (EUEI) in Denmark.

 

The aim is to develop new learning materials, share knowledge, and help teachers and tourism workers gain practical skills. The project will involve students and educators from vocational education and training (VET) and higher education institutions.

 

 

As part of the project’s first phase, researchers from the Technological University of the Shannon in Ireland have completed a study that explores how immersive technologies are being used in tourism and what skills are currently missing in education. The report includes interviews with tourism professionals and provides an overview of the main challenges. These include the lack of technical knowledge among small tourism businesses, the fast pace of technological change, and the cost of training and equipment. At the same time, the study shows that even simple tools, such as QR codes or smartphone apps, can make tourism experiences more interactive and appealing, especially for younger visitors.

 

The report will be available in English, Icelandic, Lithuanian, and Slovenian. Its findings will help shape the next stages of the project, which include workshops, training sessions, and the development of video-based learning materials. These resources will be designed to fit into existing VET programmes and help prepare students for the changing needs of the tourism industry.

 

This autumn, UPLIFT project partners and stakeholders will gather at VILNIUS TECH “LinkMenų fabrikas” for a project meeting. During their visit, they will take part in a hands-on workshop at the VILNIUS TECH virtual production studio “Faux Real studio”. The workshop will introduce them to virtual production technologies and explore how these tools can be used in tourism storytelling and education.

 

The UPLIFT project will run until 2026. As the project continues, updates, resources, and event information will be shared through the project website at www.uplifttourism.eu.