Tour operator Join UP! Ukraine served almost 415 thousand Ukrainian tourists in 2025, which is 60% more than in 2024, the company said.
The key feature of the season – the choice of destinations with the most predictable logistics. Join UP! noted that Ukrainians more often planned vacation “pragmatically”: the priority was the safety of the route, clear connections and familiar service without surprises.
The most popular destinations for flights and tours in 2025 remained “classic” for mass demand. Egypt and Turkey were the leaders in summer, followed by Greece, Bulgaria and Montenegro, mostly in the all-inclusive format. The company specified that in Egypt they expanded the range of resorts: El Alamein on the Mediterranean Sea was added to Hurghada, Sharm El Sheikh and Marsa Alam. In Turkey the program has grown due to the return of popular resorts Bodrum and Dalaman.
In the winter season the demand was formed by the destinations with regular charter geography and stable weather: Egypt, UAE and Sri Lanka were in the top. In the segment of “distant exotics” in 2025 Vietnam (Fukuok) and Maldives were better sold, which displaced last year’s favorites – Zanzibar and Dominica. The company notes that expensive exotic tours were more often booked in advance to reduce the cost.
In terms of seasonality, the peak came in the summer: in the summer season of 2025 with Join UP! traveled more than 242 thousand people (+70% to 2024), and the maximum month – July – almost doubled year-on-year to about 67 thousand tourists. The “quietest” month was February – more than 12 thousand tourists.
Reference: Join UP! LLC was founded in 2013, authorized capital – 72.671 million UAH. The ultimate beneficiaries are Yuri and Alexander Alba. The brand operates in eight foreign markets – the Baltic States, Kazakhstan, Moldova, Poland, Romania and the Czech Republic, and is preparing to launch in Slovakia and Hungary.
