Ukrainian Summer Tourism Surges 70% Despite War-Era Challenges

Ukrainian domestic tourism rose by more than 70% this summer compared to the previous year, according to Iryna Mosulezna, CEO of Join UP! Ukraine. The tour operator served over 236,000 domestic travelers during the summer 2025 season, reflecting a significant rebound in leisure travel despite ongoing conflict conditions in the country.

In total, more than 325,000 Ukrainians used Join UP!’s services in the first eight months of 2025. That figure marks a steady recovery from 260,000 travelers in 2024, 238,000 in 2023, and just 158,000 in 2022, indicating a growing trend in both domestic and international travel activity among Ukrainian citizens.

Growing Demand and Digital Engagement

Join UP! attributes the strong summer performance to rising traveler confidence and increasing use of digital services. “This summer, we are observing a noticeable revival of interest in travel: the number of tourists has increased by more than 70% compared to the summer of 2024,” said Iryna Mosulezna, CEO of Join UP! Ukraine.

“The total volume has not yet reached the pre-war level, but the stable dynamics during the war years is a good signal that Ukrainians are ready to plan their vacation again.”

Mosulezna also highlighted an upward trend in online B2C bookings, suggesting a shift in consumer behavior toward more autonomous, tech-driven travel planning. While still in early stages, demand for digital travel services is showing clear growth among Ukrainian travelers.

Shift Toward Long-Term Planning

The company noted a resurgence in long-term vacation planning, with some clients already booking holidays for the 2026 summer season as early as August 2025. This represents a change from earlier war years, when short-term bookings dominated the market due to uncertainty.

“We are already seeing demand for digital services,” Mosulezna added, emphasizing the evolving needs of Ukrainian tourists, including an increase in bookings by military personnel and continued restrictions on travelers from the Russian Federation.

Popular and Emerging Destinations

Egypt, Turkey, Greece, Bulgaria, and Montenegro remained the top destinations for Ukrainian tourists in summer 2025. Join UP! also introduced new tours to Mallorca and Alicante in Spain, along with expanded flight offerings to Halkidiki, Greece.

Among emerging destinations, Egypt’s El Alamein resort gained traction as a new favorite. Despite rising costs, Turkey maintained its leading position, bolstered by the return of Bodrum and Dalaman to the tour operator’s portfolio. “Even despite the increase in the cost of vacations, [Turkey] maintained its leading positions and expanded its offer,” Mosulezna noted.

The data reflects a cautious but determined recovery in Ukraine’s travel sector, with both demand and traveler confidence gradually returning. Join UP! expects further growth in 2026 as more Ukrainians resume pre-war travel habits and explore new destinations across Europe and the Middle East.