Travel in Ukraine During Wartime
As Ukraine continues to face the realities of war, a recent study titled 'Tourism During War: Data and Insights' – commissioned by BRAND UKRAINE and the State Agency for Tourism Development of Ukraine (SATD) and conducted by the sociological firm Gradus – found that 66% of Ukrainians believe domestic travel is acceptable. The research also showed that 66% of respondents had taken at least one trip within the country over the past year, and notably, active-duty soldiers and former servicemembers travel more frequently than civilians.
Among respondents, 66% expressed a strong need for recovery, and 45% identified travel and a change of scenery as one of the most effective ways to recharge. Furthermore, 72% of active-duty military and 69% of veterans had traveled within Ukraine over the year, with 25% of this group taking three or more leisure trips. Key travel priorities for 47% of military personnel include physical rehabilitation, 42% cite spending time with family, and 35% seek a break from service duties.
Challenges and Top Destinations
The research found that 65% of civilians cited the danger from ongoing hostilities as the main obstacle to leisure travel, while 33% of military personnel pointed to the stark contrast between civilian life and front-line reality as a barrier. Additionally, 30% of soldiers feel uncomfortable when strangers ask about their service. Most Ukrainians (42%) take trips lasting 2–3 days, and 56% of travelers go on vacation with family.
As for preferred destinations, 54% of respondents chose the Carpathian Mountains as their top spot, 51% selected Kyiv and its region, 50% opted for Lviv, and 46% picked Odesa. Interestingly, 33% of Ukrainians have come to value domestic vacations more since the start of the full-scale war, while 11% stated they only vacation within Ukraine because they cannot travel abroad.
Financial factors also matter: 67% of respondents are willing to spend up to 3,000 hryvnias per day (covering transport, food, and accommodation), while 8% can spend over 5,000 hryvnias daily. In 2025, local budgets in Ukraine collected 359 million hryvnias in tourism taxes, a one-third increase over 2024 and 1.5 times more than in 2021, before the full-scale invasion.
"Today, domestic tourism has evolved from a leisure industry into a vital recovery tool," stated Nataliia Tabaka, head of the SATD.
Mariia Lyptatska, head of BRAND UKRAINE, noted that 'the national program 'Journey to Yourself: Paths of Recovery' aims to foster a new culture of traveling through Ukraine during the war – one that is slower, more mindful, and environmentally and socially friendly.' She added, "We see that trips within Ukraine have become a conscious choice for people seeking an inner anchor."
Domestic tourism in Ukraine during wartime demonstrates not only society's adaptation to new realities but also people's desire to restore psychological balance through travel. Supporting domestic tourism has become a key component of social recovery, especially for those affected by the war. The growing popularity of Ukrainian destinations such as the Carpathians and Lviv reflects a shift in societal values and an awareness of the importance of boosting the national economy through local trips.
As domestic travel becomes increasingly important for recovery and rejuvenation among Ukrainians, it mirrors a broader trend seen in Europe where many travelers are seeking opportunities to acquire new skills. This shift highlights a growing desire to combine leisure with personal development, reflecting changing priorities in travel behavior. To explore how this trend is shaping travel choices across Europe, read more about the rising interest in skill-based tourism in our latest article focusing on Europeans' motivations for travel.