Ukraine’s War-Time Tourism: Surviving and Rebounding

KYIV, Ukraine (TRI) — As Russia’s full-scale invasion of Ukraine enters its fourth year, the country’s tourism sector continues to grapple with profound disruptions, yet shows glimmers of resilience in safer western regions where visitors seek cultural and historical experiences far from the front lines. With missile and drone strikes escalating—averaging 5,200 per month from September to December 2025, up from 3,900 in February—the war has decimated inbound tourism, shifting it toward a niche “hot-war” form where travelers encounter conflict realities even unintentionally.

Preliminary data for 2025 indicates a stark decline: international arrivals have plummeted 85-90% since the invasion began in 2022, with tourism revenue dropping from pre-war levels of over $2 billion annually to a fraction amid widespread destruction and safety concerns. The conflict has not only halted visits to eastern and southern hotspots but also rippled globally, affecting European tourism with reduced Russian and Ukrainian outbound spending—collectively 3% of the world’s total—and heightened uncertainty driving up costs.

Yet, in a testament to Ukrainian endurance, some areas report modest recoveries. Summer 2025 saw a 70% surge in domestic and limited international tourism to western Ukraine, signaling cautious optimism for 2026 as infrastructure rebuilds and “coolcation” trends draw adventure seekers to cooler, less crowded destinations.

Iryna Mosulezna, CEO of Join UP! Ukraine—one of the country’s leading tour operators—highlighted this revival:

“This summer, we are observing a noticeable revival of interest in travel: the number of tourists has increased by more than 70% compared to the summer of 2024. The total volume has not yet reached the pre-war level, but the stable dynamics during the war years is a good signal that Ukrainians are ready to plan their vacation again.”

The State Agency for Tourism Development of Ukraine echoed this sense of resilience, noting in official reports:

“Ukraine’s tourism industry demonstrates resilience, provides jobs for Ukrainians and fills community budgets.”

This official perspective underscores the sector’s ongoing strength despite challenges, with tourist tax revenues surging (e.g., 35% increase in some periods in 2025) and contributing to local recovery efforts.

War’s Devastating Toll on Tourism

Russia’s aggression has transformed Ukraine’s once-thriving tourism landscape. Pre-invasion, the country welcomed over 14 million visitors in 2019, drawn to Kyiv’s golden-domed cathedrals, Odesa’s Black Sea beaches, and Lviv’s UNESCO-listed historic center. The 2022 onslaught shattered this, with arrivals dropping 48.5% from 2013 levels even before COVID-19’s full impact, and further declines amid escalating attacks that have injured civilians far from battlefields—up 31% from January to September 2025 compared to 2024.

Key effects include:

• Infrastructure Damage: Strikes on energy grids and transport have caused blackouts and rail disruptions, deterring travel. Odesa and southern regions, once popular for beaches, are now largely off-limits due to minefields and shelling.
• Economic Strain: Tourism-dependent areas like Crimea (annexed in 2014) and eastern Ukraine face occupation challenges, with soaring utility costs and water crises in places like Mariupol exacerbating local hardships.
• Global Ripples: Sanctions and airspace closures have raised fuel prices, curbing European tourism and costing the region billions in lost Russian/Ukrainian spending.
• Humanitarian Crisis: Over 8 million refugees and internal displacements have strained resources, turning potential tourist hubs into aid centers.

This has birthed “hot-war tourism,” where visitors to safer areas like Kyiv or Lviv inevitably witness air raid sirens, checkpoints, and memorials—experiences that blend education with ethical debates over voyeurism.

Persistent Attractions in Safer Zones

Despite risks, western Ukraine remains viable for intrepid travelers. Visa-free entry for up to 90 days allows tourism from many countries, with Kyiv’s resilient spirit shining through. Standout spots include:

• Kyiv’s Historic Core: The golden-domed St. Sophia Cathedral and Pechersk Lavra monastery offer cultural depth, though tours now incorporate war history.
• Lviv’s Charm: This western gem’s cobblestone streets and coffee culture draw visitors, with a 2025 uptick in eco-tours and festivals amid relative safety.
• Carpathian Mountains: Hiking and rural stays provide escapes, promoting sustainable tourism as part of recovery efforts.

Operators emphasize guided tours with safety protocols, focusing on “value-creating” experiences that support locals.

Outlook for 2026: Cautious Recovery Amid Uncertainty

Looking ahead, 2026 holds mixed prospects. EU support—€177.6 billion mobilized since 2022—includes funds for reconstruction, potentially boosting tourism infrastructure. A €2.3 billion package unveiled in July 2025 aims to mobilize €10 billion in investments, including for energy resilience and cultural programs.

However, intensified Russian strikes and economic headwinds—like refugee fatigue in Europe—could hinder growth. Experts warn of “refugee fatigue” straining host countries, potentially reducing solidarity tourism. Ukraine’s 2025-2026 Action Plan prioritizes recovery, but environmental fallout from the war—damaged ecosystems and infrastructure—poses long-term risks.

As Ukraine pushes for EU integration, tourism could rebound through “regenerative” models, but peace remains the ultimate catalyst.