Ukraine will work with its immediate regional neighbours to kick-start efforts to restore its image as an attractive tourist destination once its war with Russia, prompted by Russia’s latest invasion last year, draws to a close.

Mariana Oleskiv, chair of the State Agency for Tourism Development of Ukraine, told TTG@WTM the post-war period would be an opportunity to address a longer-term decline in tourist numbers to the country.

Numbers fell from almost 20 million in 2013 to 12.7 million a year later following Russia’s activity in the Donbass, and by 2019 had recovered only to 14 million.

“It’s very important to welcome people here post-war, allowing them to get to know Ukraine a bit better,” Oleskiv said. “Ukraine is much more than the war pictures they see.”

Despite the ongoing conflict with Russia, Ukraine is actively promoting its tourism credentials and working at a local level to rebuild key tourism infrastructure.

“It’s very important for us to plan our recovery at this moment, and then promote tourism to Ukraine when it’s safe to do so,” she added. “These kind of international events are fundamental for us as they allow us to make connections and build a community that will help rebuild tourism to Ukraine.”

Oleskiv said regional tourism partnerships with the likes of Moldova, Romania and Poland would be the first step towards drawing international travellers back en masse, with Ukraine’s civilian aviation sector likely to take around six months to fully swing back into action.

“Creating joint tourism products will be an important step in the industry’s restart, especially at the beginning,” she added.