Tourism should become a tool for Ukraine’s economic recovery, and a significant increase in the volume of Ukraine’s tourism industry is possible after the end of the war and complete security stabilization, according to Natalia Yakimenko, director of the travel agency “I’ll fly wherever I want!”
According to the annual study by the World Travel & Tourism Council (WTTC), by 2035, the contribution of travel and tourism to Ukraine’s GDP could grow 1.5 times to $16.1 billion, exceeding the pre-pandemic 2019 figures, when this indicator was 620.4 billion UAH ($15.5 billion, 6.3% of GDP). The global tourism market has already managed to recover after the decline due to the COVID-19 pandemic, but the war in Ukraine is still preventing tourism from being fully utilized as a tool for economic development.
“A 1.5-fold increase in foreign tourism is possible primarily after the end of the war and complete security stabilization. An important factor could be the restoration of the possibility for men to travel abroad freely, as many families are currently unable to travel together. The market will also be supported by the potential return of Ukrainians from abroad, as people who have lived in other countries for some time will retain the habit of traveling,” Yakimenko commented to the Interfax-Ukraine agency.
She stressed that a necessary factor is the restoration of direct air links, which will make travel to and from Ukraine easier and more affordable. “Provided there is economic growth and income stabilization, demand may recover fairly quickly,” Yakimenko said.
The Ukrainian hospitality industry has significant potential for growth in volume and an increase in its share of the economy as a whole. For comparison: according to WTTC data, the contribution of travel and tourism to global GDP was $11.7 trillion in 2025, which is 7.3% more than in 2024 and 13.6% more than in pre-pandemic 2019. Travel and tourism accounted for 10.3% of the global economy, up from 10% in 2024 but still below the 10.5% recorded in 2019. In 2025, the sector supported a total of 371 million jobs worldwide (10.9% of jobs), compared to 356.6 million (10.6%).
As for Ukraine, last year tourism accounted for 5.2% of GDP, reaching UAH 413.1 billion ($10.3 billion), which is 15.2% more than in 2024, but 33.4% less than in 2019.
According to Yakimenko, the average vacation check in Ukraine is already growing, our compatriots travel less often but go for longer periods due to complex logistics, and more often choose more comfortable hotels and better infrastructure. “Many customers consciously avoid mass budget resorts and destinations with many Russian tourists, even if it is more expensive. After prolonged stress, people want a full rest and emotional recovery, so they are willing to invest more in one trip,” she says.
There is a trend toward job recovery: in 2024, 766,700 people were employed in the industry (6.2% of all jobs in Ukraine), which is less than in 2019 (1.15 million, 6.9%), but 21.9% more than in 2024. At the same time, women make up the majority of those employed in the industry — 61.1% — and the share of young people under 24 is also significant (6.7%). Only 8% are high-paying jobs.
“Traditionally, more women work in tourism—this is a feature of the service industry. Young people are also actively involved, as the market requires flexibility and quick adaptation. At the same time, there is a growing focus on corporate social responsibility—companies are creating opportunities for veterans and internally displaced persons,” Yakimenko said, outlining labor market trends.
By the end of 2025, foreign tourists will have brought 58 billion hryvnia ($1.4 billion) to the domestic economy, which is one and a half times more than in 2024, but 61.3% less than in 2019. Domestic tourism is more stable – in 2025, it generated UAH 287.2 billion ($7.2 billion), which is 11.6% more than in 2024, but 16% less than in 2019. Overall, foreign visitors accounted for only 12.6% of the total in 2025. Business tourism also accounts for a small share (5.3%), with leisure tourism accounting for the bulk of tourist traffic (94.7%).
According to WTTC forecasts for the next decade, the share of tourism in global GDP will remain stable at around 11.5%, the total volume will grow to $16.5 trillion, and the number of jobs will increase to 461.6 million.
As for Ukraine, according to the WTTC’s analytical conclusions, by 2035 the industry will generate about 6.1% of GDP, with an estimated volume of $16.1 billion. Between 2026 and 2035, up to 400,000 new jobs will be created, bringing the total number of jobs to 1.16 million. In terms of revenue, foreign visitors could bring in $4.8 billion in 2035, while domestic visitors could bring in $8.7 billion.
According to Yakimenko, the trends that intensified in Ukraine after 2022 will continue. In particular, quiet resort destinations, beach and wellness vacations are now more popular, there is less spontaneity (the demand for short trips of up to 3 days and hot tours has completely disappeared), and the share of solo trips has increased. Themed trips are also popular (fitness tours, gastronomic tours, trips with influencers, retreats, etc.). “Separately, we see the prospect of developing inclusive tourism: our agency is actively researching this area and forming a list of hotels and destinations that are convenient for people with disabilities, because after the war, the demand for accessible recreation will only grow,” said Yakimenko.
