Over 210,000 tourists used the services of “Join Up! Ukraine” during the summer season of 2026 (from May through September), and the average cost of an international package tour increased by 8.6% to EUR620, the tour operator’s press service told Interfax-Ukraine.
“This summer, a lot depended on our ability to adapt quickly. Airfare prices rose—tourists began waiting for discounts and booking at the last minute. There was a risk of missing flights due to train delays—demand for our bus transfers and bus tours in general increased. We were constantly adjusting our programs to meet these needs,” said Iryna Mosulezna, director of “Join Up! Ukraine.”
As previously reported, nearly 415,000 Ukrainians used the services of “Join Up! Ukraine” last year.
This summer, July was the busiest month in terms of tourist numbers, with over 50,000 Ukrainians going on vacation.
Turkey became the leader in terms of the number of bookings at “Join Up! Ukraine,” displacing Egypt, which topped the ranking last year. Other popular destinations included Greece, Bulgaria, Spain, Montenegro, Tunisia, Cyprus, and Albania. In 2025, the top five were Egypt, Turkey, Greece, Bulgaria, and Montenegro. This year, Spain replaced Montenegro in the top five most popular destinations.
The average cost of an international package tour during the 2026 season was 29,800 UAH (620 EUR) per tourist, which is 8.6% higher in euros than last year.
The most affordable starting prices per tourist, based on double occupancy, were in Turkey (starting at 14,750 UAH). Tours to Egypt started at 19,950 UAH, to Greece at 20,120 UAH, to Montenegro at 21,400 UAH, and to Spain at 34,450 UAH.
In terms of travel logistics, Chisinau Airport remains a key hub for Ukrainian tourists, with 58.1% of departures originating from the Moldovan capital’s airport, compared to 55% in 2025. This season, the popularity of Polish airports has noticeably declined compared to last year. While Rzeszów accounted for 12% of departures last year, this year it accounted for only 6.7%. Warsaw’s share also fell—to 2.3% from 5%.
The main logistical challenge at the end of the summer was widespread train delays due to security risks. The situation escalated in August, and the likelihood of missing a flight increased significantly. As a result, demand for organized bus transfers—both from the tour operator “Join Up! Ukraine” and across the market in general—rose sharply toward the end of the season. In total, more than 26,000 tourists took advantage of the tour operator’s bus tours, with Kyiv, Lviv, Zaporizhzhia, Kharkiv, and Uzhhorod serving as the main departure cities for bus trips.
As for domestic tourism, due to the security situation, the western regions of Ukraine were the undisputed leaders. Most trips this season lasted two to three days, with the exception of health resorts (7 to 14 days). The average cost per person for a tour during this year’s summer season was approximately 14,000 UAH. The main criterion for choosing a hotel was having as many amenities as possible in one place. Tourists sought resorts with spas, swimming pools, meals, and children’s entertainment so they wouldn’t have to spend time organizing their leisure activities. There was also a noticeable increase in bookings for hotels that allow pets.
Egypt remains the leader for the upcoming winter season, currently accounting for the most bookings, while interest in trips to exotic destinations—particularly Vietnam and Zanzibar—is on the rise.
The company reported that it has already opened early booking for the summer season of 2027; among the new destinations being prepared is Croatia.
The travel company Join UP! LLC was founded in 2013. The ultimate beneficiaries are Yuriy and Oleksandr Albi. The company’s authorized capital is 72.671 million UAH.
The company currently operates in Poland, the Czech Republic, Estonia, Latvia, Lithuania, Romania, Ukraine, Kazakhstan, and Moldova. Since its inception, the brand has served more than 8 million tourists across all markets and expanded its partner network to nearly 10,000 travel agencies, according to internal data.
Join UP!, an international travel brand founded in Ukraine, is shifting its business model from a traditional tour operator to a vertically integrated comprehensive travel service—Join Up! Travel Universe, the company’s press office told Interfax-Ukraine.
“We are moving to a new stage—creating the brand image of Join Up! Travel Universe, a vertically integrated model that combines all key elements of travel into a single seamless system centered on the customer. Our goal is to move beyond selling individual services and instead manage the entire customer experience: from the inspiration to travel to returning home from the trip,” commented Join Up! co-founder Alina Alba.
The change in the business model also means a change in the approach to the company’s development. While the growth strategy was previously focused primarily on scaling, the focus is now shifting to development “from within”: multi-service capabilities, quality control of the travel experience, and a seamless customer experience where all touchpoints are integrated into a single system (an omnichannel approach) to deliver the necessary service.
The foundation of the vertically integrated model will be: strategic airline partner SkyUp, our own DMCs (destination management companies that serve tourists in vacation destinations), traditional travel agencies (B2B sales), travel shops (offline B2C sales points), and direct online sales via the website. Consumers will be offered package and dynamic tours, hotel bookings, airline tickets, excursions, events, activities, vehicle rentals, and more.
This structure will enable Join Up! to better control quality at every stage of the customer journey and create a cohesive, predictable, and personalized travel experience. The new model also makes it possible to adapt travel solutions more quickly to changes in customer behavior and market conditions, as well as to attract a new audience—people who are accustomed to planning their own trips and organizing the entire travel process.
The new travel planning format will also allow travelers to literally “build” their vacation like a construction set and view all trip details in one place—in the mobile app or web version of the platform.
The updated platform is already available to users, though new services will be added gradually so that customers can receive personalized travel solutions tailored to their needs, budget, and lifestyle. For agents, this transformation opens up new opportunities to expand their product lineup, improve the customer experience, and attract a new audience that values a diverse range of services and seamless interaction.
In addition to transforming its business model, the Join Up!™ brand is updating its visual identity across all official digital platforms.
Over the past 15 years, Join Up! has evolved from a travel agency and local tour operator into an international travel brand. The company is currently represented in Poland, the Czech Republic, Estonia, Latvia, Lithuania, Romania, Ukraine, Kazakhstan, and Moldova. Since its inception, the brand has served more than 8 million tourists across all markets and developed a partner network of nearly 10,000 travel agencies, according to internal data.
As reported, the travel company Join UP! LLC was established in 2013. The ultimate beneficiaries are Yuriy and Oleksandr Alby.
The company’s authorized capital is UAH 72.671 million.
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.
Tour operator Join UP! has served more than 145 thousand Ukrainian tourists since the beginning of the year, compatriots choose tours lasting 7-10 days from 450-500 euros per person, said Iryna Mosulezna, managing director of Join UP! in Ukraine, to Interfax-Ukraine.
“Despite the difficult circumstances, Ukrainians are increasingly planning vacations. Today, vacations are perceived not as a luxury but as a necessity for mental recovery, and this directly affects the travel market. We have been seeing positive dynamics for several years in a row. If in 2022, 158,675 tourists used Join UP! services, in 2023 – already 238 thousand, and in 2024 – 260 thousand. And in the first half of 2025 alone, we have already had more than 145 thousand tourists,” Mosulezna said.
According to the company, on average, Ukrainian tourists choose tours lasting from 7 to 10 nights. The cost starts at around 450-500 euros per person, depending on the destination, hotel type, and season.
The most popular destinations with all-inclusive programs are Turkey and Egypt.
“At the same time, Ukrainians have become more likely to book in advance: we received the first bookings for October 2025 in September 2024. This trend is gradually bringing us back to pre-docking and pre-war planning habits,” says Mosulezna.
Among the new hits of the season is the Aegean coast of Turkey, which offers a more European type of vacation, a calmer rhythm and opportunities for independent leisure.
In Egypt, the new El Alamein resort is of great interest – a modern all-inclusive format that surpasses the usual ideas about vacationing in this country.
The popularity of European destinations is also growing. In 2025, in addition to Barcelona, Join UP! opened new charter flights to Alicante and Palma de Mallorca. The company is also actively working with Greece, which provides even more options for summer vacation.
“We are also currently seeing an increase in demand for economical bus tourism, especially among travelers from the south of Ukraine. The most popular destination is Bulgaria, as the nearest and most affordable seaside resort. Tourists also choose tours to Turkey, Greece, and Montenegro,” Mosulezna said.
As reported, the travel company 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.
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.
Ukrainian tour operator Join UP! plans to launch franchising in the Baltic States and Kazakhstan in 2024, according to Marina Dayneko, head of the Join UP! sales office, in an interview with the Interfax-Ukraine news agency.
“Currently, more than 100 agencies are operating under this model in Ukraine, and four in Moldova, two of which opened this year. We are continuing to develop franchising in Poland and are currently signing agreements with both Polish and Ukrainian partners. This year, we are launching franchising in Kazakhstan and the Baltic states,” she said.
As reported, the travel company Join UP! LLC was established in 2013 with a registered capital of UAH 72.671 million. The ultimate beneficiaries are Yuriy and Oleksandr Alby. According to the OpenDataBot service, at the end of 2024, the tour operator’s revenue decreased to UAH 376,000 from UAH 16,639,000 in 2023, and its net loss decreased to UAH 217,451,000 from UAH 233,341,000, respectively.
The brand’s international expansion covers eight markets: the Baltic states, Kazakhstan, Moldova, Poland, Romania, and the Czech Republic. Preparations are underway to launch operations in Slovakia and Hungary. Last year, the brand also opened its first franchise agency on the international market in Katowice, Poland.
Ukrainian tour operator Join UP! provided services to over 730,000 tourists in eight markets in 2024, according to Marina Dayneko, head of the Join UP! sales office, in an interview with the Interfax-Ukraine news agency.
“We provided services to over 260,000 tourists from Ukraine (+10% compared to 2023). The Polish unit served 142,000 tourists, a sixfold increase compared to 2023, over 113,000 tourists from the three Baltic countries (up 12%), almost 110,000 from Moldova (+40%), more than 62,000 from Romania (2.4 times more) and 43,000 from Kazakhstan (+65%). We are seeing growth in all markets,” she said.
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 the OpenDataBot service, at the end of 2024, the tour operator’s revenue decreased to 376,000 UAH from 16.639 million UAH in 2023, and its net loss decreased to 217.451 million from 233.341 million, respectively.
The brand’s international expansion covers eight markets: the Baltic states, Kazakhstan, Moldova, Poland, Romania, and the Czech Republic. Preparations are underway to launch operations in Slovakia and Hungary. Last year, the brand also opened its first franchise agency on the international market in Katowice, Poland.
