How tourism in Ukraine can truly grow in 2026: infrastructure, transport, safety, small towns, bloggers, and digital services – without slogans or illusions.
Over the past few years, Ukrainian tourism has been through more crises than some countries experience in decades. A pandemic, closed borders, war, relocation, security concerns, no air travel, overcrowded cities and half-empty regions.
And yet, tourism survived. More than that – it changed. It became tougher, more pragmatic, and far more independent.
Today’s tourist is no longer a smiling figure from a glossy brochure wearing a straw hat. It’s a person with a car or a backpack, a smartphone, Google Maps, Telegram, and a very strong allergy to empty promises. They don’t believe phrases like “in progress,” “planned,” or “coming soon.” They simply go where things are clear, convenient, and honest.
So here are a few ideas.
Free of charge. Voluntary. No tenders involved.
IDEA #1
Roads are not infrastructure – they are the first impression
Yes, some roads have improved.
Yes, not everywhere.
And yes, tourists still judge a country by their first few kilometres after the border or the station.
In 2025, a road is part of the tourism product. If a traveller is busy dodging potholes, they are not thinking about culture, cuisine, or heritage. They are thinking why they came at all.
A bad road equals a bad review, an angry Instagram story, and one less recommendation in the future.
IDEA #2
Tourism is not just travel agencies
Traditional travel agencies are not the enemy. But they are no longer the engine of the industry.
The real driving force today is the independent traveller – someone who:
- books accommodation online
- rents a car
- plans routes independently
- reads blogs, not brochures
-
doesn’t wait for a guide with a flag
Support should go to services, infrastructure, and usability, not paperwork and formal registries.
IDEA #3
Domestic flights: the missed chance – but not forever
Before the war, the opportunity was there. Then priorities changed, understandably.
But in 2026, we need to be honest: without fast internal mobility, Ukraine remains a “one-region-per-trip” destination. Modern travellers don’t live like that anymore.
Planning future hubs, regional aviation, and post-war logistics isn’t fantasy – it’s groundwork.
Without mobility, it’s hard to fall in love with a country over a weekend.
IDEA #4
Local transport should not feel like a detective novel
If a tourist has to figure out:
- where the stop is
- whether the bus runs today
- how much it costs
- and “does it even exist?”
…they are no longer a tourist. They’re part of a social experiment.
Tourism ends where transport uncertainty begins.
IDEA #5
Safety is part of the service, not an uncomfortable topic
In 2026, tourists are not naïve. They don’t expect perfection – they expect honesty.
Clear rules, up-to-date information, and transparent restrictions build trust. Saying “this area is currently not accessible” is far better than dealing with consequences later.
Safety is also a tourism product – just without postcards.
IDEA #6
Small towns are Ukraine’s biggest reserve
Kyiv, Lviv, Odesa – enough. Truly. They are not infinite.
The future of Ukrainian tourism lies in:
- small towns
- local routes
- food and wine
- nature
- silence
- slow travel
This approach is cheaper, more sustainable, and far more human than trying to squeeze another festival into already overcrowded cities.
IDEA #7
Bloggers and media are not enemies – they are free marketing
In 2026, tourists make decisions after:
- Reels
- TikTok
- YouTube
-
Telegram
One honest blogger with a camera, a car, and an audience can do more for the country than a year of reports and slide decks.
You don’t need to control or “approve” content. Just don’t interfere – and sometimes help.
IDEA #8
Tourism is an economy, not decoration
Tourism means:
- jobs
- taxes
- living regions
- small businesses
- services
It’s not something to postpone “until after victory.” It works in parallel, supporting the country here and now.
IDEA #9
Digital tourism – without shame or PDFs from 2009
Websites, routes, maps, real-time updates, clear information.
No “under construction,” no “coming soon,” no broken links.
Ukraine already knows how to build digital services.
Tourism can be one of them – if there’s the will.
Final thought
Ukrainian tourism doesn’t need slogans.
It needs:
- infrastructure
- honesty
- respect for the traveller
Everything else will follow on its own.
🔗 Useful links:
• Accommodation: Booking.com — convenient, safe, lots of options
• Flights: Aviasales — I’ve been using it for over 10 years
• Insurance: Hotline Finance — quick and easy
