‘Find Yourself in Familiar Places’: Ukraine’s National Recovery Campaign Takes Off

Reconnecting Through What Is Native

According to Міністерство Туризму: At a time when Ukraine is coping with the impact of war, initiatives focused on healing carry special weight. That is the spirit behind ‘Find Yourself in Familiar Places,’ a nationwide effort that turns travel into a path toward recovery. The project has been developed by the State Agency for Tourism Development of Ukraine together with BRAND UKRAINE, with creative support from Saatchi & Saatchi Ukraine, and is part of the larger programme ‘A Journey to Yourself: Paths of Recovery.’ It pays particular attention to service members, veterans, and their families, while remaining open to all Ukrainians seeking strength in rediscovering their own land.

The preparations lasted six months, during which the organisers travelled thousands of kilometres across different parts of the country to identify places that truly support well-being. Their findings are now gathered on the dosebe.travel platform, which brings together verified hotels, countryside homesteads, food destinations, museums, natural parks, and other locations ideal for mindful rest.

By inviting people to engage with what is familiar and dear, the campaign aims to restore not only the body but also the emotional state. Those interested can explore the platform at dosebe.travel and follow the campaign on Instagram, Facebook, and Threads.

Why This Initiative Matters

This effort is significant well beyond rebuilding Ukraine’s tourism industry. It is also a way to support the psychological well-being of people affected by the war, and travel-based recovery could become an important part of improving quality of life for veterans and their families.

“By promoting places close to people’s hearts, the campaign can also strengthen local economies and spread the benefits of tourism to different regions across the country.”

As the campaign encourages a deeper connection with familiar locales, it's worth noting that service members and veterans are among the most active domestic travelers in Ukraine. Their journeys not only foster personal healing but also contribute to revitalizing local economies. For a closer look at how these individuals are embracing travel as a means of recovery, explore more in our article on domestic travel trends among veterans.