SOCIAL AND BEHAVIORAL ASPECTS OF TOURISM TRANSFORMATION IN UKRAINE UNDER WARTIME CONDITIONS: AN ANALYTICAL REVIEW
Abstract
The development of tourism in Ukraine and globally continues to experience a significant negative impact due to Russia’s full-scale invasion in 2022, which is reflected both in a sharp decline in the volume of tourism services and in changes in consumer behavior patterns. The article presents an analytical overview of the transformation of Ukraine’s tourism sector under the conditions of full-scale war, focusing on social and behavioral aspects. It examines the impact of military actions on tourist demand, the volume of services, and changes in consumer behavior patterns. Investigation show that the volume of tourism services sharply declined in 2022 (Q1: UAH 636.1 million, 2.3 times less than in 2021). However, a gradual recovery has been observed since 2023, particularly in domestic tourism, reaching UAH 1520.4 million in Q3 2024. Ukraine is classified as a high-risk country on the 2025 global risk map due to military actions and instability, requiring careful consideration for planning activities. A State Agency for Tourism Development online survey revealed that 54.7% of respondents had not traveled to other regions of Ukraine for tourism since February 2022. Key factors influencing travel choice include nature, affordability, and region safety and stability (27.2%). The main obstacles cited were safety (57.4%) and financial costs. Notably, 21.1% travel to support the country’s economy. The concept of “solidarity tourism” and its role in supporting affected regions is explored, along with the adaptive strategies of tourism enterprises. Additionally, the article highlights the potential of agrotourism as a tool for socio-economic recovery, emphasizing the need for institutional changes to support its development. Agrotourism, historically minor, showed increased tax revenues in western regions during the war, hosting internally displaced persons. It holds high potential for sustainable regional development, though existing recovery plans do not sufficiently account for it. It concludes that current recovery plans insufficiently account for this sector and that Ukraine’s tourism industry has demonstrated a high capacity for adaptation and transformation, becoming an instrument of social support and national recovery.
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