Tour operator Join UP! Ukraine served more than 236 domestic tourists this summer season, which is 70% more than a year ago, according to Irina Mosulezna, managing director of Join UP! Ukraine, as reported by Interfax-Ukraine.
In total, over 325,000 Ukrainians used its services to plan their vacations in the first eight months of this year. For comparison, in the same period in 2022, there were 158,000 domestic tourists, in 2023 – 238,000, and last year, according to data from January to August – 260,000.
“This summer, we are seeing 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 pre-war levels, but the stable dynamics during the war years are a good sign that Ukrainians are ready to plan their vacations again. There is also a noticeable increase in interest in B2C online booking — we are only at the beginning of this path, but we are already seeing demand for digital services,” Mosulezna said.
According to her, the demands of Ukrainians remain stable: current restrictions on tourists from Russia, popular family trips, and an increase in the number of military personnel among customers. Among other things, she noted that as early as August this year, Ukrainians began booking vacations for the 2026 summer season. This trend demonstrates a gradual return to long-term planning, which was almost unheard of in the early years of the full-scale war.
The most popular summer destinations were the traditional ones: Egypt, Turkey, Greece, Bulgaria, and Montenegro. The operator’s summer program included new tours to Mallorca and Alicante (Spain) and an expanded flight program to Halkidiki (Greece). At the same time, Mosulezna also noted the interest of vacationers in a new destination—the resort of El Alamein in Egypt.
As for Turkey, even despite the increase in the cost of holidays, it has maintained its leading position and expanded its offer thanks to the return of the popular resorts of Bodrum and Dalaman, the expert noted.
According to the company, bus tours remain one of the most stable travel formats for Ukrainians during the war. This year, demand has increased most for Bulgaria as a destination due to affordable prices and convenient logistics, with the possibility of departure from frontline cities. Among the new features of the season are the resumption of tours to Greece (Chalkidiki) with departure from Kyiv and Lviv, as well as the offer of luxury buses to Turkey.
As for domestic tourism, the highest demand this summer was traditionally for the Carpathians and popular resorts in western Ukraine: Truskavets, Polyana, Skhidnytsia, and Zakarpattia. The average check for domestic tours this year increased by about 10-15% compared to last year. Demand for Odessa and the Odessa region remained below pre-war levels due to security restrictions and rising hotel prices.
In 2025, the average cost of tourist packages for Ukrainians increased in both the air travel and bus tour segments. For example, bus tours to Bulgaria rose in price by an average of 13%, to Montenegro by 57%, while tours to Turkey became slightly cheaper compared to last year’s offer (by 6%).
Prices for air travel to Greece were 4% higher, to Egypt – 7%, and to Turkey – 13%. Price dynamics were influenced by general market factors such as rising fuel prices, changes in logistics routes, and currency fluctuations.
“Despite the price increase, demand for vacations remains high. Even in difficult conditions, tourism remains a way for Ukrainians to recover physically, emotionally, and socially,” Mosulezna concludes.
As reported, the travel company Join UP! LLC was established in 2013 with a registered capital of UAH 72,671,000. The ultimate beneficiaries are Yuriy and Oleksandr Alby.
According to OpenDataBot, Join UP! Ukraine (Join UP! Ukraine LLC) was established in 2018 with a registered capital of UAH 50,000. Its founder is Join UP! Holding OU (Estonia), and the ultimate beneficiaries are Alina and Alexander Alby.
The brand’s international expansion covers eight markets: the Baltic states, Kazakhstan, Moldova, Poland, Romania, and the Czech Republic. Preparations for the launch in Slovakia and Hungary are nearing completion. Last year, the brand also opened its first franchise agency on the international market in Katowice, Poland.
