TOURISM DEVELOPMENT IN UKRAINE IN WAR CONDITIONS

Abstract

The article explores the development of Ukraine’s tourism industry under the conditions of a full-scale war, focusing on key trends shaped by security risks, economic instability, and social transformations caused by russia’s aggression. Despite these challenges, the tourism sector shows gradual recovery. In 2025, state tourism policy became more systematic, with increased use of digital management tools, stronger international cooperation, and greater reliance on analytics in decision-making. Official data indicate positive economic dynamics: in the second quarter of 2025, tourism-related tax revenues reached UAH 925.3 million (a 46% increase year-on-year), the number of tax-paying tourism enterprises grew by nearly 30%, and tourism tax collections for the first half of the year amounted to UAH 142.6 million (a 33% rise). These figures demonstrate growing budget contributions and partial market detinization. The study also examines changes in domestic tourist behaviour based on online surveys. More than half of respondents avoided travel after the invasion, emphasizing the dominance of safety concerns. However, about 25% still made 1–2 trips, indicating deferred demand. Travel patterns have shifted toward safer, shorter, and more affordable formats, including walking tours, urban exploration, cultural tourism, and gastronomic experiences, with summer remaining the peak season. In response, the article highlights the need for innovative management approaches, particularly digital tools such as tourism dashboards and unified data systems. It introduces the concept of adaptive microtourism, which focuses on short trips within nearby regions, prioritizing safety, accessibility, flexibility, authenticity, and integration of local businesses supported by digital services. The paper also outlines state initiatives, including the national project “Routes of Memory,” and identifies future priorities such as digitalization, the creation of a unified tourism register, alignment with European standards, and human capital development. Overall, the findings demonstrate that innovation, behavioural adaptation, and economic recovery trends form a foundation for a resilient and competitive tourism sector in Ukraine.