During her one-day visit on August 15, the Secretary-General of UN Tourism, Sheikha Nasser Al-Nuwais, expressed her support for the Ukrainian people and announced a series of international initiatives to support tourism in Ukraine; She cited medical tourism, IT, and digital technologies as promising areas for development, according to a statement from the press service of the State Agency for Tourism Development of Ukraine (SATD) to the Interfax-Ukraine news agency.
“Ukraine should leverage its strengths, such as medical tourism, IT, and digital technologies, as these are precisely what will enable it to establish a solid foundation for attracting foreign tourists in the future. Bringing together all stakeholders in the tourism sector and the government under one roof can offer great potential,” noted Sheikha Al-Nuwais, whose remarks were quoted in the statement.
She noted that ten years have passed since the Secretary-General of UN Tourism last visited Ukraine, and this visit is an opportunity to renew the partnership “and look to the future together.”
“Recovery efforts cannot wait for peace to arrive. They begin right now. UNESCO and UN Tourism. Culture and tourism. Side by side with Ukraine. The path to the future belongs to Ukraine. But Ukraine will not walk it alone. UN Tourism will be by its side. And our work begins right now,” emphasized Sheikha Al-Nuwais.
During the meeting with representatives of the industry and the innovation and technology community, the Secretary-General of UN Tourism paid special attention to international coordination and the exchange of experiences regarding the recovery of the tourism sectors after the crisis. Potential areas of cooperation include the safety of tourist destinations, accessibility, barrier-free travel, and inclusivity.
In turn, GART Chairwoman Natalia Tabaka noted that this visit demonstrates that Ukraine remains on the global tourism radar and that its recovery is a key focus of the international agenda.
“For us today, tourism is first and foremost about preserving and restoring people—their emotional and physical well-being—strengthening identity, and supporting communities. And we are grateful for the support shown to Ukraine and for the willingness to stand by us during this historic time for us,” Tabaka said.
During the visit, UNWTO announced a special category of its “Safe Destinations Challenge” initiative for Ukraine. This initiative provides technical support to member states in five different regions, one of which is Ukraine. The initiative aims to find innovative solutions for the safety, resilience, and recovery of tourist destinations, especially following periods of crisis and disasters, according to the statement.
“Amid a full-scale war, the Ukrainian tourism sector has learned to operate under constant risks—from air raid alerts and missile attacks to evacuations, crisis communications, and ensuring people’s safety. It is precisely this extensive experience that can serve as the foundation for new international solutions in the field of safe and sustainable tourism,” noted Sheikha Al-Nuwais.
As part of her visit, the UN Tourism Secretary-General visited two UNESCO World Heritage sites—St. Sophia Cathedral and the Kyiv-Pechersk Lavra—where she took part in celebrations marking the Lavra’s 975th anniversary.
Sheikha Al-Nuwais also presented awards to the winners of the UN Tourism “Best Tourist Villages of Ukraine” competition for 2024 and 2025. Specifically, the awards went to the Kolochava community (Zakarpattia Oblast) and the Urych community (Lviv Oblast).
