In 2024, 251,286 tourists used the services of one of Ukraine’s largest tour operators, Join UP! This is the best figure for the last three years of war: almost 7% more than in 2023 and 58.3% more than in 2022, the company’s press service toldInterfax-Ukraine.
“2024 was the period of maximum adaptation of Ukrainian tourists to travel from neighboring countries. People have realized that traveling from another country, even with transfers, is already commonplace. We have seen an increase in demand for air tours and budget bus trips to nearby destinations. All of this shows the flexibility of Ukrainian tourists who have learned to plan their trips under restrictions,” comments Iryna Mosulezna, Managing Director of Join UP! Ukraine”.
The peak season in 2024 was traditionally the summer season. Most tourists traveled in June and July – 35,544 and 36,229 respectively. The quietest month last year, as in 2023, was February, when 8,518 tourists used the tour operator’s services. At the same time, this is 21.24% more than in the previous year, when only 7,026 tourists traveled, which indicates a gradual recovery of interest in travel even in winter.
Turkey, Greece, Bulgaria and Montenegro remained the most popular summer destinations. Year-round Egypt also remained in the top preferences of Ukrainians for summer vacations. Over 100 thousand tourists chose this destination last year. In winter, in addition to Egypt, where Ukrainians traveled most often, they also chose the exotic UAE, Tanzania, Sri Lanka, and the Dominican Republic. The popularity of these destinations demonstrates the willingness of tourists to invest in exotic travel and discover new cultures despite economic instability.
As reported, Join UP! LLC was established in 2013, with an authorized capital of UAH 72 million 671 thousand. The ultimate beneficiaries are Yuriy and Oleksandr Alba. According to the company’s annual reports, by the end of 2024, revenue decreased to UAH 376 thousand from UAH 16 million 639 thousand in 2023, and net loss – to UAH 217 million 451 thousand from UAH 233 million 341 thousand, respectively.
The brand’s international expansion covers eight markets: the Baltic States, Kazakhstan, Moldova, Poland, Romania, and the Czech Republic. Preparations for the launch of operations in Slovakia and Hungary are nearing completion. Last year, the brand also opened its first international franchise agency in Katowice, Poland.
